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Ecommerce: Multichannel focus

Jimmy Choo relaunches its website; Pinterest allows third-party pins; and festive trading tips.

Jimmy Choo edits online world

Jimmy Choo

Jimmy Choo

Luxury footwear and accessories label Jimmy Choo has relaunched its website with a focus on editorial content.

The editorial section, called Choo World, gives users trend information and advice as well as video content and interviews with actors January Jones and Thandie Newton, and pop star Tinie Tempah. Jimmy Choo creative director Sandra Choi also offers customers an insight into her world by way of behind-the-scenes content including travel journals, mood boards and sketches and photography.

The site has a refreshed design, with large campaign and product images showcasing the latest collections.

Product pages feature multiple images as well as further recommendations. Users can also save a wish list on the site, which they are invited to share with the brand so it can see which items are popular.

The site, which uses responsive design, is available on desktop, tablet and mobile.

Pinterest adds functions for third-party sites



Picture-sharing website Pinterest has released an application programming interface (API) that will allow customers to ‘pin’ images directly from retailer’s websites.

Previously, users of the site could follow brands and retailers on the Pinterest platform and pin products from the site onto their own Pinterest boards.

Retailers can now integrate the API into their own site, which will automatically show which products have been pinned the most and give customers the option to see which item has had the most traction via Pinterest.

Pinterest has stated that further APIs will be rolled out in the coming weeks including top repins, most recent pins, related pins, most clicked-through pins and pins from specific search terms.

How to get the most out of global etail this Christmas

Martin Newman

Practicology chief executive Martin Newman on the differences in festive trading around the world

● Understand the differences in traffic spikes from consumers in different countries and be prepared to address their differing expectations on when seasonal promotions should happen. Mondays are busy for online shopping around the world, but there are variations in behaviour.
● For instance, Germans start their festive shopping online the earliest, but their peak (just before Christmas) is also one of the latest. So you must make it easy for international customers to understand how late they can leave it to order for delivery before Christmas.
● Nordic shoppers peak on Green Monday (the second Monday in December). Have you thought about promotions to email them in the run-up to this date?
● The peak in French online shopping over Christmas doesn’t happen until the Sales. In France, there are sales peaks in January higher than any day in December. Will your customer service team cope with a peak in demand from French customers that doesn’t come until the new year?
● US shoppers are well-known for waiting until Black Friday and Cyber Monday to start their Christmas shopping online in earnest. But the action continues all through December - including Christmas Day and Boxing Day, which isn’t a public holiday in the US.
● Think about the timings of email marketing to international customers. Australia is 11 hours ahead - so emails to Australian customers sent out on a Monday morning UK time may be too late to capture and convert them.

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