Holland & Barrett is investing millions in a revamp of its website and the introduction of new IT ahead of the launch of a click & collect service later this year.
The website will re-launch in the summer with more detailed information on products, diet and exercise. Promotions on the site will also mirror those in stores.
“Our customers love shopping online but our website doesn’t provide the best experience,” admitted Gordon Hewlett, head of direct at Holland & Barrett’s owner NBTY Europe. “We want to take them on a similar journey to the one they get in stores.”
The health food retailer will also introduce a new till system across its 703 stores this year.
The new tills would allow Holland & Barrett to offer more personalised vouchers and pave the way for it to launch the click & collect service, said Hewlett.
Click & collect would give customers the chance to shop from the larger range of products sold online. “It cuts out the risk of a wasted journey,” explained Hewlett.
Holland & Barrett’s ambition is to grow its online business ahead of the industry average. About 12% of health and wellness sales were currently made online, said Hewlett.
“This is a substantial and somewhat overdue investment - it goes well into seven figures,” he added. “A lot of people are channel loyal so if you don’t have a good online offer, they will shop with others.”
Oracle is supplying both the web platform and till system. Hewlett said this ensured a joined up approach.