figleaves.com revamps website

Online lingerie and nightwear retailer figleaves.com is set to relaunch its website in the new year. The underlying ecommerce suite for the new version of the site is supplied by ATG and allows the retailer to analyse customer buying behaviour to tweak the shopping experience.

According to figleaves.com online merchandising director Catherine Hall, investment for the entire project is expected to run into seven figures and is designed to make the site more friendly for customers to use and easier for buyers and merchandisers within the organisation to update the site themselves.

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The current platform is a home-grown system that has been supporting the site for the last seven years, but Hall said it was getting to the stage where it had reached the limit of its flexibility and could no longer provide an experience in line with modern customer expectations.

She told silicon.com: "We needed to transfer the control of the website out of the hands of the IT team and into the hands of the business users. We also want to enhance and personalise the customer experience. For instance, so that they are able to change their order after they have placed it online if they want to, rather than having to ring up a call centre."

The new site will also incorporate the ability to recommend items to customers as they browse the site, based on information about buying behaviours gleaned from figleaves.com's customer base.

This customer information will also be used to target future marketing to figleaves.com shoppers.