New Look is to ramp up its online offer and kick-start a marketing campaign to drive traffic online after web transactions busted targets.
Strategy director Shaun Wills said the average basket value was £35 per transaction, comprising an average of three items, since the site launched in November. “The basket value is better than we budgeted for,” he said.
Wills added that the retailer had decided to add to categories to capitalise on the initial success of the site. He conceded that New Look encountered teething problems at launch when the site crashed after receiving too many visitors, but said the issues had been rectified, leaving the chain free to expand its ranges. “After fixing the problem the site’s turnover doubled overnight,” he said.
New Look’s maternity range will go on sale on the site in a fortnight, followed by the Tall range at the end of March. Plus-size range Inspire will follow and separate bolt-on sites are being developed for menswear and tween range 915 later this year.
The retailer will start advertising the website via email alerts and a print ad campaign through women’s glossy magazines, which will hit the shelves later this month. The site will also introduce 360-degree imaging online provided by Packshot.com.
Wills is to leave New Look at the end of June to join Fat face as finance director.