Spring 2009

Kew, the women's fashion retailer, has gone live with a relaunched transactional web site, kew-online.com. The site was designed and implemented by BT Fresca, part of BT Expedite, using the Fresca Commerce system. Kew says the new site has already achieved a 30 per cent increase in its visitor conversion rate.

Behind the site, Kew has updated its back-office merchandising system to Microsoft Dynamics, and took advantage of the change in regime to renew the customer-facing site.

Head of home shopping Angus Jenkins says: 'Clear navigation, detailed product images, intuitive filtering and cross-sells have led our customers to return more frequently, placing larger orders.'

Among factors that reportedly appealed to Kew in the Fresca offering was the fact that it is offered on a software as a service (SaaS) basis, which Kew sees as a cost-effective e-commerce model.

 

Home delivery is handled for Kew by Royal Mail, using its 'signed for' service. Delivery information can be accessed easily from the home page from a dedicated link – a feature which earns the site F&E's 'Part of the Package' approval award. Returns also get their own link.