The retailer, which has 65 stores across the UK, is hoping to express its ‘in-store experience online’, according to Code Computerlove managing director Andrew Davenport.
Davenport promises ‘an industry leading digital solution’ as well as increased online sales and greater brand differentiation.
‘You can’t see what the company is as a business on the current site. It needs to reflect the experience of walking into a store,’ says Code Computerlove account director Ian Rabagliati.
Video and photography will be used to help distinguish premium and standard jewellery, and ‘online assistance’ will be offered in a bid to reflect in-store customer service, adds Rabagliati.
The new site is expected to be ready by late spring.