Masters overhauls online

mastersHardware giant, Masters Home Improvement, has overhauled its online platform with the launch of a new tablet first e-commerce website.

Created by digital creative agency, Rysen, key inclusions of the website include a new responsive design, predictive search, personalised merchandising, live chat, integrated content, and an enhanced checkout system. 

Masters Home Improvement opened across Australia in 2011 and was the first to launch a home improvement e-commerce website, however, its online offering was divided into two platforms, an information based website,  miy.masters.com.au and transactional website www.masters.com.au. It has since combined the two into one online offering.

Julie Mathers, head of online for Masters, says it is now an exciting time for the hardware chain as it combines the online and offline worlds.

“In the retail and online world you have to keep innovating and moving forward whilst keeping the customer front of mind,” Mathers said.

“We have worked with Rysen to do just that. I am delighted with how we have worked together and the results. We have a world class site and a platform for growth. It is a very exciting time for us as we combine the online and offline worlds”.

The launch also follows the opening of Masters’ flagship at Hoxton Park in Sydney’s west over the long weekend. The store is the first of the Masters stores to offer a Kitchen & Bathroom Design Centre.

The second phase of its e-commerce project is due for launch in late 2014, which includes the rollout of the responsive website on mobile devices.

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