Luxury shirt manufacturer and retailer Thomas Pink is
aiming to boost its online sales by using a web analytics tool from
Speed-trap.
Thomas Pink already has a successful e-commerce unit to
complement retail sales, said Robert Bostock, e-commerce manager.
"Many customers find buying online easy and convenient," he added.
"Our customer profile is professional and business people who are
comfortable with the internet."
However, the company still wants to improve its customers'
experience on the site.
Following a successful pilot study of Prophet, an e-business
tool from Speed-trap, Thomas Pink has started using it to identify
trends in customer usage of the site and to tailor the experience
for those visiting the site who already have a customer
account.
"We will be looking to bring in different processes to simplify
the way customers interact with us, with the aim of increasing
sales," said Bostock.
"Using Prophet, we will have an accurate, up-to-the-minute
understanding of how visitors - many of whom are from our
international markets - use or are trying to use the site.
"We can then tune the site as often as necessary to accommodate
new visitors and old customers alike."
Thomas Pink has set itself a target for increased internet sales
arising from the use of the new system, but Bostock stressed that
the figures would remain confidential.
Earlier this month, analyst group Gartner encouraged companies
to take a fresh look at the potential benefits of using web
analytics to drive their online business.
Products in this marketplace vary enormously and it warned users
to choose software that was fit for their specific purposes.