Online retailer Shop Direct has appointed digital agency TH_NK to refresh its Very.co.uk brand.

The former mail order business is working with TH_NK to create a new mobile-first, strategic design and user experience for customers visiting its fastest growing brand which sells fashion, furniture, homewares and electricals.

TH_NK's existing clients include Atom Bank, Warner Bros and Vue, and Shop Direct wants the organisation to "design the future customer journey" for its marquee retail brand which generates over £800 million in annual sales. It coincides with the group – which also owns Littlewoods – working alongside IBM to re-design its financial services platform, which when completed will enable Shop Direct to provide its wider customer base with a range of personalised products and services.

Jonathan Wall, eCommerce director at Shop Direct, commented: "We were looking for a partner who will work with us to re-imagine our customer journey, driving innovation at every step. We believe we have found that partner in TH_NK."

Shop Direct announced in January that, as part of a £50 million personalisation programme, IBM will be helping Shop Direct Financial Services evolve its credit offerings, as well as include more options for its customers to self-serve. The project – which is one facet of a ten-year infrastructure deal between the retailer and tech company – will also see Shop Direct's financial systems separated from the retail systems, resulting in a new financial platform on IBM's hybrid cloud. 

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