I can’t say I was surprised when British Home Stores went into administration earlier this year.
It was a high street staple, yet a lack of innovation meant it was never going to compete with digitally-focused competitors like Debenhams and House of Fraser.
With a well-known brand and a high street presence, BHS has the potential do well online, both in terms of web sales, and in driving sales into stores. After all, other multichannel rivals such as Debenhams and House of Fraser have been using their high street presence to increase their multichannel revenues.
However, the BHS website doesn’t deliver the best user experience, and looks like it could do with a revamp. Here are ten ways it could improve online…