The product discovery strategy behind Harvey Nichols

At Attraqt, we work with world-leading brands to optimise their product discovery platform by providing automated tools and processes. These tools are powered by AI and algorithms to record customer data and translate it into optimised and personalised shopping journeys.

Harvey Nichols is a world leading brand we've worked together with to create a successful product discovery platform that has since gained 300k in annual search revenue, boosted conversions and resulted in impressive sales. This article will go over the challenges they faced in the online space and how our product discovery strategy helped their platform thrive.

About the client - Harvey Nichols

Harvey Nichols is one of the UKs leading luxury department stores, known for their cutting-edge designer fashion brands. They also sell fashion accessories, fine wines and luxury foods with 14 stores worldwide and 8 in the UK and Ireland. Harvey Nichols have established an excellent customer relationship in their stores over their decorated history, and are recognised as the UK's premier luxury retailer.

With the established in-store success, Harvey Nichols has branched out into e-commerce to offer their high-quality products in the online space. They wanted to provide a shopping experience that parallels their sophisticated and elegant in-store browsing and discovery experience, but faced various challenges in reaching this goal.

What were the challenges Harvey Nichols faced?

In recent years, the appetite for buying luxury goods online in the UK has increased massively with online retail having a market value of approximately £119 billion. In this highly competitive industry, the demand for a coherent and streamlined customer service is understandably high. Failing to provide a personalised and connected shopper journey often results in low conversion rates and diminishing sales.

Harvey Nichols were faced with the challenge of creating a sophisticated online shopper journey when translating their in-store browsing and discovery experience to their website. They wanted customers to spend more time on their website, explore it in more depth and enjoy the overall experience as it translates to better conversion rates and greater sales. At the same time, they needed to find a way to balance promoting their aspirational brand image whilst still maximising their revenue; this is where Attraqt's product discovery strategy came in.