Homebase has announced a 10-year partnership with The Hut Group (THG) and its e-commerce services division THG Ingenuity.

This contract builds on investment already made in product range and online shopping experiences over the last two years as part of the home and garden retailer's restructuring project.

By next Easter, Homebase customers will have access to a new website, offering a range of interactive features, including 'before and after' pictures and design tools. Improved navigation, shoppable multi-product images, instant 'add to basket' functionality, and new payment options - including PayPal and Google Pay - will also feature.

On the website, AI-driven recommendations will also allow Homebase to deliver a more personalised customer experience.

Last year marked the third year in a row that Homebase came bottom in the Which? list of 100 online retailers, with shoppers bemoaning its poor customer service and stock availability.

Alongside the new website with THG, Homebase also recently went live with a new e-fulfilment order delivery service from Wincanton, aimed at creating a more positive customer experience by enabling better communication about items ordered for home delivery.

Damian McGloughlin, chief executive of Homebase, commented: "This partnership will significantly fast-forward our digital plans and create an incredible new shopping experience for customers.

"We'll combine the best of bricks-and-mortar with THG Ingenuity's expertise, to advise, excite and inspire our customers with new ways of shopping we know they'll love."

Matthew Moulding, founder, chairman and chief executive of THG, said: “The global retail landscape is changing and the current climate has accelerated digital plans for many businesses.

"This partnership is testament to the strength and reputation of THG Ingenuity to deliver a world-leading e-commerce solution that can power businesses of all sizes, in the UK and globally.”

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