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Michael Cody Finance director at private Sale etailer

When you step into Liberty’s London Regent Street store you can’t help but be charmed. Taking that charisma from bricks to clicks, while ensuring a seamless online shopping experience, is a task the business is managing with success.

Remembering the key rules of ecommerce, the Liberty home page is clean and concise, resisting the temptation to alienate shoppers with too much interactivity, as we’ve recently seen with the home page of Selfridges’ new site.

Liberty tries to use colour - its house shade of purple - to convey its brand, as well as distance itself from the grey palette that is common to many luxury online retailers.

However, when browsing the own brand Liberty of London section, a black background appears. I can see the benefit of creating a separate feel for Liberty of London, but the sharpness of the colour change could confuse shoppers.

Category pages contain filter options so it’s easy to browse by brand, price and size. However, colour would be a welcome addition to the filter options.

I’m surprised by the lack of image views available on the product pages.When customers are shopping they like to see multiple views of an item, not just the front, and that’s especially true with full-priced luxury goods.

All in all though, Liberty offers a shopping experience that does its heritage brand justice.

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