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Premium shirt brand Haines and Bonner plans Internet growth
Haines and Bonner, the revitalised classic shirtmaker, has launched a new transactional e-commerce website to drive sales growth via the Internet.
Haines and Bonner, established in 1857, was acquired by apparel entrepreneur Simon Crowther in 1998. The product range, brand and sales strategy have been revamped. Now the company is seeking to exploit the fast-growing Internet opportunity for clothing products and accessories. Research from the Interactive Media in Retail Group's (IMRG) show that online sales of clothing, footwear and accessories have soared by almost 500% over the past three years; twice as fast as Internet shopping as a whole. The sector now represents 9% of all British Internet shopping.
The new website, which will replace Haines and Bonner’s existing site, www.haines-bonner.co.uk, will be delivered using Screen Pages’ internet mail order solution, Screen Commerce.
Key goals for the new website include:
* Develop Haines & Bonner’s clean, stylish branding online;
* Improving the site’s sales performance, especially for new customer acquisition via better performance in the search engines;
* Increase conversion ratios by improved navigation, product presentation and use of cross-selling (especially of accessories such as cufflinks and ties);
* Detailed online sales and marketing statistics and analysis.
Simon Crowther, managing director of Haines and Bonner, said: “Screen Pages, unlike many website companies, has a strong track record in the clothing and mail order sectors. We have every confidence that its expertise will support our goals for growth on the Internet.”
Roger Willcocks, managing director of Screen Pages said: “Haines and Bonner has a stylish, quality brand and product range backed by a strong reputation for service. We are very pleased to be working with its management to capitalise on the online opportunity, and exploit this fast-growing sales channel.”
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