Harveys and Bensons for Beds have, between them, invested a six-figure sum in a new partnership with conversion optimisation agency PRWD, as the Steinhoff group companies look to drive results from their digital platforms.

The furniture retailers will be working with PRWD over the course of 12 months as they look to better use data to serve their customers and grow sales. The collaboration comes after what was clearly a successful five-month trial.

Both Harveys and Bensons have various goals they are trying to achieve, as they look to transition from traditional bricks and mortar businesses to digitally agile operations, but a shared key target revolves around improving the performance of their websites. PRWD says it will be using processes such as "collaborative sketching workshops" to create new ideas based on user research insights and other data generated across the businesses.

Steve Webster, head of eCommerce at the retailer's parent company Steinhoff, said the relationship with PRWD "forms a key part of the ongoing strategic development of both the Harveys and Bensons for Beds eCommerce proposition".

The PRWD team, which is based in Manchester and has worked with retailers such as All Saints and The North Face, comprises digital experts with experience from some of the most prominent UK online retailers, including AO.com and Shop Direct.

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