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."
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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.