Harvey Nichols has boosted its online conversation rate by 31 per cent following an improved merchandising strategy which encourages customers to explore its website in more depth.

Click-throughs from category pages also saw a 23 per cent uplift among customers shopping via mobile devices over the same period.

The retailer implemented the new merchandising strategy as part of a recent website restructure with ATTRAQT Fredhopper. Harvey Nichols is using the firm’s automated processes to supply all information required to arrange and present category pages, enabling customers to search and navigate the website more easily.

Pamela Reynolds, head of online at Harvey Nichols, said: “We want to offer our customers the same incredible experience online that they have when they enter one of our stores, and for them to feel confident and comfortable browsing and shopping in this environment.

“As we've gradually rolled out ATTRAQT Fredhopper's technology, we've felt increasingly comfortable entrusting the running of parts of our business,” Reynolds continued. “We are impressed with the performance and results, and that gives us peace of mind, especially at peak trading times. Shoppers are staying longer on our site - engaging more with category filters and clicking onto product pages, which ultimately helps increase sales.”

John Raap, chief commercial officer at ATTRAQT Fredhopper, added: “As a luxury retailer, Harvey Nichols’ challenge online is to remain true to its aspirational brand image while driving sales. By restructuring its website and implementing technology that allows the online team to apply advanced visual merchandising techniques, Harvey Nichols is offering an inspirational digital shopping experience.”

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