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T.M.Lewin web revamp fashions revenue rise

By Retail Technology | Wednesday December 4 2013

Jermyn Street shirtmaker achieves 70% increase in revenue in key product category following website revamp using online analytics intelligence tool

T.M.Lewin has seen a dramatic increase in revenue in its men’s suit category following a website revamp by e-commerce specialist eCommera.

The focus of the revamp was influenced by eCommera’s online decision intelligence tool DynamicAction, which in May of last year, highlighted opportunity to improve performance in certain product categories. 

The apparel retailer then worked with the e-commerce specialist to conduct a usability review, which identified that the imagery in certain categories were lacking appeal and, in some cases, unclear. 

Managed transition supports optimisation

ECommera implemented a redesign, featuring large, on-model photography, full page zoom and alternate images. The updates were implemented without disruption to day-to-day trading as part of the managed service provided by eCommera with its DynamicCommerce service. 

DynamicAction has enabled T.M.Lewin to take a holistic view of its operations and understand what specific areas to focus on to improve trading; within only two months of adoption T.M Lewin had identified over 50 areas for optimisation. 

Andrew Mossman, director of home shopping at T.M.Lewin, said: “Before DynamicAction, we focused more on getting visitors to the site than what they did when they got to it.  The eCommera approach is about what people are doing when they are on the site, which is new territory for us. DynamicAction has taught us that there’s a huge number of opportunities even within what we thought was a reasonably well run operation.”

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