VERY_SITEShop Direct has partnered with analytics platform Formisimo to maximise its online sales for and the newly launched

The Liverpool-based retailer, which owns and, announced in May that it would stop catalogue production and go digital-only.

Formisimo is the latest tool that Shop Direct has adopted to determine how customers engage with its websites. The retailer was the first in the UK to build an in-house UX lab and says it is using it to test new technologies with customers and identify ways to personalise and enhance the online shopping experience.

Shop Direct head of user experience Sam Barton said: “We found that the insight matched and complemented the results we get in our testing labs, validating the data. It’s easy to use, and has an impact on both our customer happiness and sales volumes.”

Shop Direct was recently awarded Retail Technology Initiative of the Year at the Oracle Retail Week Awards for its experimentation at scale programme.