Harts of Stur sees mobile revenue jump by third following launch of new e-commerce site


Harts of Stur has seen mobile revenue jump by over a third following the launch of its new e-commerce site.

The 100 year old cookware and homeware specialist, one of the first retail businesses to sell online in 1995, reported a 36% increase over eight weeks compared to the same period last year alongside a 28% rise in transactions via mobile. The retailer has also seen mobile conversion rates rise by almost 4%.

Harts of Stur is working with e-commerce specialist Gene to completely rebuild its online experience, improving the shopping journey and navigation. It is also implementing new ‘checkoutless’ payment technologies Apple Pay and Paypal Express, which appear before the checkout page to allow customers to complete their purchases much faster.

“Our store offers a high level of customer service alongside a vast range of products, and we wanted to translate this shopping experience on our new website,” said Graham Hart, e-commerce director at Harts of Stur. “We’ve reimagined our online store for today’s customer, offering a clean and inspiring experience followed by a streamlined checkout across all devices.”

HartsofStur.com now features an intelligent search function, while faster site load times allow for a smoother shopping trip. Product recommendations are due to be added.

“Harts of Stur is a major kitchenware retailer and British department store – we’ve merged its heritage with new technology to give customers a fresh, modern online environment,” said Matt Parkinson, MD at Gene. “Introducing Apple Pay and PayPal Express to allow swift payment isn’t stopping people from adding more products to their baskets – quite the opposite. The average number of products purchased per visit has gone up by 4% with checkoutless commerce options.”