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The Entertainer's new website drives sales improvement

Toy retailer The Entertainer has reported an early improvement in sales after launching its new website.

It unveiled a new site on its existing TheToyShop.com web address in November 2018, and online sales have reportedly jumped since its introduction. According to the business, website speed has increased by 18%, while conversion rates are up by 13%.

A key part of the relaunch was to enable The Entertainer to better reflect its in-store branding on the web and continue the retailer’s fun and family-oriented narrative online.

Phil Geary, chief marketing officer at The Entertainer, noted: “We are constantly striving for the best possible customer experience, as well as looking for avenues to take our products to different channels and geographies.

“That’s why we decided to create a brand-new state-of-the-art website. Crucially, we wanted to create a truly intuitive site that reflected our brand and its purpose.”

The Entertainer implemented the latest version of SAP Commerce – formerly SAP Hybris – working alongside systems integrator and digital commerce consultancy, LiveArea. The SAP solution was chosen as the most suitable infrastructure to support what the retailer describes as a content-led, visual, interactive and responsive online user experience.

Now redesigned and redeveloped, the site is deemed to be mobile-first, faster, and able to support higher levels of traffic. Other features include faceted search, and a ‘Present Finder’ function. 

“This project has enabled our business to realise many major aims, including a reduction in time-to-purchase and greater visibility of our customer journeys,” explained Geary.

“The increases in site speed, conversion and sales speak for themselves, but most importantly the improvements have allowed us to continue providing fun and fulfilling experiences for our customers.”

At a time when many high street and shopping centre-based retailers are reporting difficulties, The Entertainer continues to go from strength to strength.

It’s most recent annual results statement, for the 12 months to 28 January 2019, showed a year-on-year profit increase of 31% off the back of a 21.7% hike in sales. Online sales for the retailer were up by 38% compared to the previous year.

The Entertainer recently acquired Early Learning Centre from Mothercare and Spanish toy shop brand, Poly, as it continues to grow its operations across Europe.

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