Handbag and accessories brand Radley is looking to more directly engage with its consumers by tailoring website experiences based on their location, device and previous visits.

The UK-based company is updating its eCommerce offering ahead of a new product range launch early next year, and its small in-house online team has opted to use tech company Monetate's Interact tool to aid it on the journey.

Monetate's technology will be used to experiment with page layouts, colour palettes, buttons, positioning of banners and many other elements to learn which deliver the best overall customer experience. It also facilitates the inclusion of product recommendations for shoppers based on their purchase history.

A key requirement for Radley was to tailor its offering to different countries, as the business looks to expand on an international scale. The retailer is currently looking to take its brand into Asia and the Middle East.

Rowan Luckie, head of eCommerce at Radley, said: "With the brand's consumer base broadening it is critical that we can adapt the user experience and the delivery of targeted content to maximise our conversion rates and continue the strong growth we are creating with our eCom channel.

"With plans to launch an exciting new range in early 2015 it is important that we have the best possible platform to showcase our new ranges of products and enhance the end user experience."

Radley said that its selection of Monetate was partly because of the tech firm's close working relationship with multichannel marketing automation agency, RedEye, which provides the handbag brand with strategic marketing and testing support.

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