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Selfridges soft-launches transactional website

Selfridges has launched a beta version of its much-anticipated transactional website.

The site, which is currently open to a handful of customers, features product available to buy across womenswear, accessories, beauty, menswear and kidswear.

Users can search for product by colour, size, price and department and can refine their search by ‘brand rooms’ such as designer, contemporary, casual and street, as well as by category. Brands are given a strong profile with striking images and product is pictured on live models.

The site also features drop-down menus with headings such as ‘What’s On’ and ‘Style’, which showcase ‘News and Events’ and ‘Fashion’ areas including a blog, product of the week feature, and shoppers in Selfridges’ stores modelling outfits.

The ‘Wish Room’ allows shoppers to share their style ideas with each other, bank their favourite products and put looks together.

Standard delivery is two to five days but customers can opt for next-day delivery for an extra charge.

A Selfridges spokeswoman stressed the site was a work in progress and would look different at full launch in mid-to-late March.

Selfridges has approached its transactional offer cautiously, with the likes of Net-a-Porter and Asos having stolen a march on the sector.

Speaking to Drapers in October, Selfridges chief executive Paul Kelly said: “It’s going to be an entertainment-led experience. It’s not just about selling products online; it’s about getting people to interact with the business.”

Readers' comments (1)

  • We have been waiting a long time to see this site and it looks pretty exciting. Selfridges has got a tough job to replicate the in store theatre for which it is known online but it looks like they are going someway towards it with this beta site. It will also open up their offer to shoppers outside of their stores' catchment area so it will be interesting to see if the Selfridges experience translates to them online. I just hope they haven't waited too long to get in to the online arena, they face a battle from loads of more established players.

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