Etailer Shop Direct has launched a fully personalised homepage at Very.co.uk, in what it claims to be a world’s first.
The business said the personalisation will add £20m in sales this year.
Shoppers at Very.co.uk are now greeted with homepages specifically designed for them meaning the most relevant products will be “front of shop”.
Shop Direct currently has 1.2 million versions of the website and hopes to raise this to 3.5 million by the end of the year.
Shop Direct group chief executive Alex Baldock said: “We know that relevance wins in retail and right now customers are drowning in a sea of irrelevant choices. We’re making it easier for them to shop by tailoring our websites for them. This is the digital equivalent of Selfridges laying out their Oxford Street store for each shopper. We’ve set ourselves an ambitious target to build the world’s best personalised shopping experience – this is a major step towards that goal.”