Retail News Breaks
London Drugs goes live with new online store
November 5th, 2012
RICHMOND, British Columbia – After 18 months of planning and investment, London Drugs has launched a new website and e-commerce store.
The Beauty Finder tool provides step-by-step guidance to LondonDrugs.com shoppers.
The western Canada drug chain said Monday that besides a navigational improvements, its revamped website and online store offers store pickup and enhanced shopping tools.
Customers now have the ability to pick up products ordered online at any of London Drugs' 75 store locations.
In addition, a shopping "finder" assistant asks browsing online customers questions and then provides personalized advice on specific products in such areas as beauty, cameras and computers.
"The new LondonDrugs.com offers our customers better methods to find exactly what they're looking for, with a secure and simple way to purchase and pick-up in the store, or have delivered anywhere in Canada by Canada Post or by courier, in a short amount of time," London Drugs chief executive officer Wynne Powell said in a statement.
The new e-store educates visitors with expert advice directly from the product buyers and experts at London Drugs, matching the in-store shopping experience and customer service at its brick-and-mortar locations, the retailer noted.
Improved search functions, including the shopping finder tool, take customers through a series of questions about what they are looking for, resulting in a custom product round-up. There are three finder tools: the Beauty Finder, Camera Finder and Computer Finder.
For example, Computer Finder helps customers consider the various configurations and specifications based on their system needs and usage. Meanwhile, the beauty finder begins with the welcome "Let's find your new look" and goes on to ask, "First off, let's pick a skin tone," next "What color are your eyes and hair?" and so on. The camera finder takes a similar question-and-answer approach, asking online shoppers, "How do you plan on using your new camera?", "What types of images do you shoot?", "Where do you plan on using your camera?" and "What kind of creative control do you want?", as well as their price range.
London Drugs added that the new site also provides mobile functionality and software downloads and integrates its range of social media channels and Bazaarvoice ratings and reviews, which enable customers to look at a product and share their thoughts on the product, ask questions and provide answers, creating a "dialogue" with fellow customers.
"A customer can be on the London Drugs Nerd Blog or connecting with us and asking questions on Twitter about the launch of a much-anticipated technical gadget or hot new fragrance and then immediately click over, find it, purchase and pick up, or have it delivered with ease," Powell stated.
London Drugs said it partnered with Demandware/Live Area Labs to develop and build the new site, and the chain uses Mainstreet Commerce for fulfillment.
"We chose Demandware and their implementation partner Live Area Labs because of their extensive experience at bringing successful retailers' customer-centered approach from their physical stores to their e-stores," stated Powell.
London Drugs' social media presence includes Facebook, Google+, Pinterest, YouTube and Twitter, as well as its weblogs LD Nerd Blog, All You Need to Know Blog, Cosmetics Beauty Blog, Photolab Blog, What's the Green Deal Blog and LD Insurance Blog.
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