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Dune Group aims to up web sales by 50%

The Dune Group is to have an ecommerce overhaul.

The footwear business, which comprises the Dune chain and former Shoe Studio brands including Pied a Terre and Bertie, will start with the relaunch of Dune’s website.

The group’s head of ecommerce, Rob Bostock, said: “We want to grow sales by 50% in ecommerce within the next year so we’re setting ourselves ambitious targets. We see that ecommerce should be round about the 15% mark in terms of our total revenue and that is what we are shooting for over the next year.”

The last available figures for the group revealed a 175% increase in sales to £132.2m in the year up to January 30, 2010. This was bolstered by its rescue of the Shoe Studio Group from administration in March 2009. Its operating profits jumped 630% to £7.3m.

Dune’s website, to be relaunched next week, has been migrated to a new platform hosted by provider Paraspar. Navigation is simpler and an option to view footwear on a video catwalk has been introduced.

“The site is driven by imagery and it looks radically different to the current one,” said Bostock. “With the video catwalk you will get an idea of how the shoe moves and how the light reflects on it.

“We have also spent a lot of time working on the content and have created a Dune Life section, which will have news, features and exclusive behind-the-scenes video footage.”

It is to be rolled out internationally in three currencies; sterling, euros and US dollars. It will have a click-and-collect facility and Bostock hopes it will be fully mobile-compatible within six months.

All of the group’s brands will be migrated to new web platforms within the next year.

The business had previously signalled its intention to make multichannel a key investment area. In October it launched a new store concept for Dune to incorporate a range of multichannel initiatives, such as in-store iPads.

A new shopfit debuted at Dune’s store in the One New Change development in the City of London, also in October. It was the first to trial hand-held mobile devices to check stock availability across the business while serving customers anywhere in the store. This allowed customers to request next-day delivery to the store, their home or office.

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