N Brown Group has announced the launch of its new trading website for its leading midlife retail brand. This launch completes the ‘transformational priority’ of rolling out new websites for all three of its strategic brands ahead of peak 2024 and marks a significant milestone in the group’s digital transformation.
The newly launched mobile-first platform delivers a more seamless customer experience, enabling users to effortlessly navigate the site, experience a frictionless checkout process, and receive a consistent and rich experience across mobile devices. The new site also boasts improved content from a new content management system, which will be implemented for related sites later this year.
The group’s other new customer-facing websites have demonstrated positive results since their launch, performing 20% faster than their predecessors. These sites have received external endorsement of their performance, with a doubling of their Google Lighthouse score, a measure based on performance, accessibility, Search Engine Optimisation (SEO), and best practice criteria.
As the heritage portfolio of brands transitions to the new platform, the group will continue to iterate on website capabilities, introducing new feature releases aimed at enhancing the customer journey. This strategic digital move is set to position the group for sustainable growth while continually improving the customer experience.
Steve Johnson, interim executive chair and chief executive at N Brown, commented, “We’re delighted to have completed our priority of launching new trading websites for all of our strategic brands ahead of peak 2024. The transformation of our business continues to gain pace as we proceed with investing in our strategy, positioning N Brown for sustainable growth whilst always improving the customer experience.”
Nuno Miller, chief operating officer at N Brown, added, “Our new mobile-first websites have created a sleek, modern experience for customers as they shop across our brands. The new websites remain the cornerstone in transforming our customer experience and we’re seeing impressive results for site performance and user experience. Not only that, the new site represents the fastest roll out to date, with the faster delivery benefiting from our commitment to agile ways of working.”
The launch of the new trading website not only marks a critical milestone in the group’s digital transformation journey but also sets a benchmark for future enhancements aimed at elevating the customer experience. The group’s strategic investments clearly indicate a forward-thinking approach to sustainable growth and improved user engagement.