Shop Direct launches new brand VeryExclusive.co.uk, which is set to shake up the luxury sector
Very.co.uk, UK multichannel retailer Shop Direct's flagship brand, has launched fully personalised homepages, in what Shop Direct says is a retail first.
Customers who visit Very's homepage can now get it designed especially for them, so that the customer who shops for partywear will have a different page than the one who looks to buy furniture or electronics.
Shop Direct can "serve 1.2 million versions of the website to its customers, based on which of Very.co.uk’s suite of promotional messages are used and in what position", the company says. By the end of the year, it expects the number to rise to 3.5m.
The new homepages are created by data scientists using a suite of complex algorithms to predict customer behaviour. Personalisation is a key part of Shop Direct's growth strategy, and the company has already launched personalised website navigation across all of its websites. Shop Direct says this added £5m to the top line in its current financial year.
Shop Direct group chief executive Alex Baldock said: “We know that relevance wins in retail and right now customers are drowning in a sea of irrelevant choices.
“We’re making it easier for them to shop by tailoring our websites for them. This is the digital equivalent of Selfridges laying out their Oxford Street store for each shopper.”
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