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Drapers Next Gen: ‘Online is our biggest store’ says Matalan

With over 1 million visitors to its website each week, online is the largest store for value retailer Matalan, according to buying director Mitch Hughes.

Speaking today at Drapers Next Generation 2015, Hughes said the business is aggressively pursuing online and click-and-collect. The latter accounts for over 50% of Matalan’s ecommerce sales.

Matalan uses data generated from its customer loyalty card, to which 16 million customers are signed up. Hughes said: “This data helps us know what customers want and how to target their age profile, especially our core customer aged 35-55.

“That being said, another really effective way to communicate with customers is through our monthly mailer, which we mail in the post, showcasing product, as well as discounts and other offers.”

When asked about the forthcoming opening of Matalan’s Oxford Street store in London, Hughes said it was a natural next step in the company’s multichannel strategy: “Our concept was always to offer the high street at half the price, so there is no greater test than to be on Oxford Street and it’s great motivation for our teams. In multichannel the customer decides where they want to shop and we should be there to cover all the bases.”

Matalan, which celebrates its 30th anniversary on May 1, has also recently opened a new head office in Knowsley, Merseyside, on the same site as its distribution centre, to prepare the company for future growth.

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