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Shop Direct launches personalised homepage for users

By Vivian Hendriksz

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Multi-brand online retailer Shop Direct has taken another step in its digital innovation with the launch its fully personalised homepage at Very.co.uk. Customers who visited the retailer's flagship brand store Very.co.uk will now be welcomed by a homepage that has been specifically designed for them, which will become more personal and tailored depending on their searches and purchases, with favorite fashion brands being place in the 'front of the shop.'

The Liverpool-based company says the personalization, which is understood to be a world first, will offer customers a unique and easier shopping experience, whilst helping Shop Direct achieve its goal of creating the world's most personalized digital stores, which is part of the retailer's overall expansion strategy. The online retailer revealed that personalisation projects are expected to add over 20 million pounds in sales this year.

Shop Direct currently can serve 1.2 million personalized versions of its website and hope to increase this amount to 3.5 million by the end of the year. "We know that relevance wins in retail and right now customers are drowning in a sea of irrelevant choices," commented Shop Direct group chief executive Alex Baldock. "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. We've set ourselves an ambitious target to build the world’s best personalised shopping experience – this is a major step towards that goal."

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