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Fashion chain revamps e-commerce

 

sportsgirl new websiteSportsgirl has revamped its e-commerce platform in line with its omnichannel retail strategy.

The new website launched late last week and features responsive design, a wish list creator, and an updated store locator.

Sportsgirl, which has more than 110 stores, was one of the first major Australian retailers to launch into e-commerce.

It is known for leading digital trends, such as QR codes and interactive window shopping.

The Sussan Group retailer has spent the last few years focusing on its omnichannel strategy.

Its last website, which it used for at least four years, wasn’t fully responsive to smartphone browsing.

Half of Sportsgirl’s online shoppers now access its website via smartphone.

Its new offer, which was designed by Magento partner, IE Agency, brings its website inline with Asos, Supre, and Cotton On.

Other features include a wish list creator and interactive lookbooks that can be shopped straight from the model look.

Triona Maddick, strategic brand manager at Sportsgirl, said the new site heralds the roll out of future digital initiatives.

“Developing a responsively designed e-commerce platform offers users a seamless customer experience across mobile, tablet and desktop,” she says.

IE Agency have previously partnered with the retailer on its augmented reality apps, the second of which launched last month.

The group has reportedly appointed Colleen Callander as Sportsgirl’s new CEO following the resignation of Elle Roseby.

Roseby, who has been with Sportsgirl for 16 years, the past seven as CEO, is set to begin the new role with Supre in January.

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