Dubai-based retail and hospitality conglomerate, the Landmark Group has pivoted its e-commerce strategy by simplifying its online shopping offer.
On November 24, 2016, the Landmark Group’s web team replaced the existing online portal LandmarkShops.com with seven individual, brand websites for Home Centre, Babyshop, Max, Splash, Shoe Mart, Lifestyle and Centrepoint respectively. iPhone and Android apps for each of the seven brands were also launched at the same time.
“We’re excited to announce this important pivot as part of our digital strategy. Our new brand sites and apps bring our millions of customers closer to the brands they love regardless of whether they shop online or offline,” says Savitar Jagtiani, e-commerce business head, Landmark Group.
“Shopping for our many brands in a single checkout continues to keep our customer experience both simple and convenient. This is the next chapter in the group’s e-commerce and omnichannel growth story and we’re as committed as ever to continuously improve our customer experience,” adds Jagtiani.
Customers now have access to over 55,000 products across the seven brands, add their purchases into one universal basket and complete their shopping in a single checkout. If they’ve shopped with LandmarkShops.com in the past, their accounts will remain unchanged. This includes their profile details, payment particulars, brand preferences, order history and Shukran preferences. Existing customers can continue to sign in and shop using their current username and password.
More than 60% of LandmarkShops.com customers are members of the group’s loyalty programme, Shukran. The new sites and apps will continue to offer them the facility to earn Shukran points for future savings and spend them for instant discounts.
“While the new sites have retained other popular features such as cash on delivery and 1-click shopping with FastPay, new features and innovations have also been introduced. One such feature is ‘Favourites’, which allows shoppers to save their preferred products to buy later. The Favourites list can be easily accessed from the My Account section whenever they want to make the purchase,” explains Savitar.
The Landmark Group’s foray into e-commerce began in December 2012 with LandmarkShops.com, which initially offered 1,200 products across three brands. Today, the e-commerce business for the group features seven major brands with over 55,000 products in their combined catalogues.
“E-commerce has grown exponentially for the Landmark Group with over 300% YOY growth in its third year, and over 200% YOY growth in year two. This has been driven through continued focus on innovation by actively rolling out new features and improvements,” Jagtiani concludes.