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Christopher Ward opens upgraded digital flagship store

Christopher Ward website

British watchmaker Christopher Ward has switched over to a new digital flagship store designed to make each customer visit as intuitive and enjoyable as possible.

The ecommerce site, built by Tryzens and powered by Salesforce, makes it easier to browse and shop, and also to configure a watch with options like a different strap.

It also aims to make the experience consistent for customers whether they are using a mobile, tablet or PC.

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Christopher Ward says it can now use artificial intelligence and integrated video to enhance each customer’s experience and help them find richer content including a digital edition of the company’s Loupe magazine.

Christopher Ward is a pure play ecommerce operation without physical stores or wholesale partners.

That has helped it rebound quickly since the early days of the Covid-19 pandemic, particularly thanks to the company pushing forward with new watch launches and even its first television advertising campaign in the UK.

Analysis of its website traffic by Similarweb shows a dramatic spike in activity in April, when the TV advertising ran, with the number of visitors doubling.

THE BIG INTERVIEW: How Christopher Ward is thriving through the Covid-19 pandemic

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Rob Corder

The author Rob Corder