Debenhams is to make product more easily accessible for online shoppers with the relaunch of its website this month.
The department store chain will cut 200 “mid-category” pages from the site, enabling shoppers to click through from category to product without an intermediary page. Customers will also be able to choose multiple sizes and colours at once.
Debenhams senior web manager Brett Bennett said he wanted shoppers to be “one click away from product”. He added that the site would go head to head with John Lewis and Marks & Spencer, both of which have relaunched their websites recently.
The website has undergone “an almost full redesign” and will be wider on the screen, enabling Debenhams to show more of its 25,000 online products.
Bennett added that the multiple size function would give the website an added dimension. “We know people buy two dresses in two sizes and send one back,” he said.
Debenhams, which said online sales hit £55.1m and visitor numbers grew 36.8% in the year to August 29, will also expand its Be Inspired style advice element and make it more prominent on the home page.
Towards the end of November, Debenhams is set to roll-out its collect-in-store initiative to all stores after a successful trial.
Bennett said: “The site is there to support stores as much as shopping online.”