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JD Williams: ‘Personalisation is part of our DNA’

Customer, financial services and international director at JD Williams Paul Kendrick has said personalisation is an integral part of the company’s past and future.

Kendrick said the company, which was historically just a catalogue business but is now multichannel, still relies heavily on information given to it from customers to improve their experience. However, the shift to online has allowed it to streamline the process.

“We have even more data now and we have it in real time. Online gives the customer an endless aisle of product, but with the data we can match the customer demand to our warehouse, resulting in better sales, conversion and customer retention rates,” he said at Retail Week Live in London today.

Kendrick also said the business was working on matching the weather in a certain area to what product appears on the homepage, particularly in the US, where weather patterns vary so drastically between states.

“Weather patterns are very important for our business to make sure the customer is getting products that are relevant. In Florida there’s searing heat when it’s snowing in Denver, so every customers experience has to be different.”

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