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Jigsaw's simple approach to ecommerce pays off

Jigsaw’s online sales increased by 34% in the year to September 27, which the retailer said was partly thanks to its decision to reject the growing trend towards incorporating editorial content into etail sites.

Chief executive Peter Ruis told Drapers the continuing surge in online like-for-like sales through jigsaw-online.com was largely due to the company’s attempts to keep the ecommerce site “simple”. Other retailers such as Net-a-Porter and Marks & Spencer have moved in the opposite direction, increasing their editorial content as a key marketing tool.

“If you’re a high-end retailer like Net-a-Porter it makes sense to have editorial [content on your site], but we have tried to keep it simple, focused on great photography and the product,” said Ruis. He declined to provide exact figures for Jigsaw’s online sales.

Jigsaw’s 65 UK stores are undergoing a refurbishment programme, with the revamped central London Argyll Street branch - designed with a cleaner, more modern aesthetic - unveiled last month. Ruis said he wanted each store to feel different and be tailored to suit their local surroundings. “We don’t want to be identikit,” he explained. 

He added he is on the cusp of signing four more UK stores, which, together with an outlet store due to open in Swindon later this month, two openings in Milton Keynes and Norwich in early December and a couple of anticipated closures, will bring its UK portfolio to roughly 70 by the end of the financial year.

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