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Drapers Digital Forum: ‘You must merchandise for mobile’ says Shop Direct

Mobile is the biggest opportunity in online retail so it is important to merchandise for this platform, Shop Direct’s fashion director Zoe Matthews has said.

Speaking at the Drapers Digital Forum today in London, Matthews said: “Data from our user experience (UX) lab shows that over 50% of sales will come from mobile, so that has to affect the way we merchandise. You need to think about how to make the message potent in a creative way on a small screen. Our customers are time poor, so they’re searching for new brands on their phone and constantly looking for newness.”

To drive mobile app growth the Shop Direct fashion director suggested using personalised content, such as tailored style advice.

As an etailer Shop Direct regards its website as a digital department store and seeks to update the visual merchandising on a daily basis to keep pace with everything from the weather to the latest trends.

To fulfil customer demand for newness, Matthews suggested a mix of short, medium and long lead times. Shop Direct confirmed it was looking at near-shoring some production to be more reactive and to turn around product more quickly. “We have changed the critical path to keep up with the demand for newness, particularly on own-brand collections, so we can increase the speed to market,” she added.

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