Thomas Pink has launched an online recommendation tool to drive customer engagement and sales. The British shirt maker implemented the tool from e-commerce technology company Fredhopper as part of its ongoing website upgrade.

Thomas Pink plans to add Fredhopper’s on-site search and ‘digital shelves’ merchandising technology next year. Thomaspink.com, which is billed as ‘the largest Thomas Pink store of all’, originally launched in 2000. A major site redesign took place earlier this year.

“We’re continually adding online features that will build brand experience and improve customer engagement,” says Nadine Sharara, head of e-commerce at Thomas Pink. “Fredhopper’s technology minimises the number of third parties required in our online infrastructure. What I like about the recommendation engine is that Fredhopper has the ability to bring in other metrics and control the logic that drives it; therefore having an effect on both conversion and added order value.”

Thomas Pink will also look at mobile development and online internationalisation in 2012, as well as developing more website content. The retailer has more than 80 stores worldwide, with flagships in London, New York and Paris.

Frank Lombos, Vice President of Worldwide Sales at Fredhopper, adds: “Deploying a personalisation solution is no longer just a ‘nice to have’. Recent research from analyst Forrester indicates that over 40 per cent of UK consumers have bought items recommended to them by a retailer, and savvy multichannel shoppers are now more often expecting a personalised experience as they go online or use mobiles to buy.”

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