The Entertainer, the fastest-growing, family-owned high street toy retailer in the UK, has improved online sales by 32% since the introduction of their new website, developed by LiveArea. Website speed has increased by 18%, while conversion rates have increased by 13% since the new site launch. The Entertainer’s fully enabled site now reflects in-store branding and continues the company’s narrative online.
“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,” said Phil Geary, CMO at The Entertainer. “With retail experience across multiple technologies, as well as a track record of satisfied customers, LiveArea was our choice to help bring that vision to life.”
The toy retailer implemented SAP Commerce technology with LiveArea. The SAP solution provided the infrastructure for a content-led, visual, interactive and responsive online user experience. Enhancements included a mobile-first approach, a streamlined customer journey for faster buying, improved performance to support higher levels of traffic, faceted search, and a ‘Present Finder’ tool.
“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,” explains 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.”
“The Entertainer has a clear mission: to be the best-loved toyshop in the world. They recognised how critical digital is to developing a brand and ultimately, increasing sales,” said Paul Lynch, Area Vice President & Managing Director EMEA of LiveArea.
“Bringing together all aspects of digital strategy and implementation is great for retailers that need to bring their vision to life across multiple channels. With the new levels of digital responsiveness and agility, we are sure The Entertainer will be able to take advantage of the global marketplace. Other companies, not just those in the retail space, need to realise the importance of digital, not just in terms of sales, but also for brand,” concluded Lynch.
About The Entertainer
The Entertainer was founded in 1981 in Amersham, Buckinghamshire by husband and wife team, Gary and Catherine Grant, who now with two of their sons, instil the driving force and mission; to be the best-loved toyshop – one child, one community at a time. Today, it continues to be the largest family-owned toy retailer in the UK with a total of 165 stores.
As well as a strong High Street presence, The Entertainer has a successful website (TheToyShop.com) which offers a 30-minute click and collect service and has 23 million visits annually and growing. The Entertainer is also recognised for its charitable giving. Each year it tithes 10% of its pre-tax annual profit to charity, in addition employees are encouraged to donate directly through Payroll Giving. The Entertainer is also an active member of the Pennies scheme, the digital upgrade of the traditional charity collecting box, which enables customers to donate a few pence to charity at the point of sale when paying by card. On average, this generates £12,000 of customer donations to Children’s hospitals each week. The Entertainer currently employs 1442 staff across the stores and a further 228 in the Head Office in Amersham, Buckinghamshire.
The Entertainer was ranked 69th in the prestigious Sunday Times “100 Best Companies to work for” in 2018.
LiveArea is an award-winning global commerce services provider. Our comprehensive portfolio of capabilities combines consulting, strategy, design/UX, technology, and digital marketing to bring commerce to life. For more than a decade, emerging businesses, and leading brands – including 30+ retailers ranked among the current Internet Retailer 500 – have turned to LiveArea to grow and transform their B2C and B2B commerce channels.
A PFSweb Inc. business unit, LiveArea has offices in Dallas, Seattle, New York City, Raleigh, London, Sofia, and Bangalore. For more information, visit MailScanner has detected a possible fraud attempt from “www.globenewswire.com” claiming to be www.liveareacx.com.