SELFRIDGES’ ONLINE REVAMP: Selfridges is ramping up its online presence with a new, streamlined Web site and a 40 million pound, or $65 million, investment in the destination over the next five years. The new responsive site, which will debut Wednesday, has been designed to make the shopping process easier for customers who access the site on smartphones or tablets, with 60 percent of Selfridges’ Web traffic coming from mobile channels.
To mark the site’s revamp, Selfridges has added over 100 labels to its online offering, which include Victoria Beckham, Brunello Cucinelli and Burberry. Fashion will have more of a presence on the Web site, and the retailer has also tapped a new editor-in-chief, Nicola Copping — whose past roles include digital editor at Marks & Spencer and editor-in-chief of Mywardrobe.com, who has also served as deputy fashion editor at the Financial Times — to “fine–tune the voice of the site,” Selfridges said.
Nodding to the fact that a third of Selfridges’ online business comes from overseas – with Hong Kong, China and the U.S. its largest markets — the site offers delivery to over 60 countries, while there will be landing pages in Mandarin, Arabic and Russian. Selfridges said its online sales have doubled each year since it launched the business in 2010, and that the site has over 1 million weekly visits, 30 percent more traffic than its nearest department store competitor attracts, according to data from Hitwise, which monitors online consumer behavior.