Lakeland appoints PRWD for customer insight

Kitchen-ware store Lakeland has appointed PRWD in Manchester to support its new e-commerce platform.

The website, designed by Leeds agency AWA, went live this Spring and during its development, PRWD ran moderated, lab-based user testing sessions with customers. This was to help the Cumbria-based company improve the online experience and identify any issues prior to launch.

“Lakeland are one of those retailers who recognise the importance of using user testing to gain invaluable insights from current and potential customers, especially when embarking on such a big project,” explained Paul Rouke, head of usability at PRWD.

“We were very proud to be tasked with delivering these insights, and as with everyone involved we are delighted with the user experience that the new Lakeland website provides visitors. It has certainly elevated Lakeland’s e-commerce platform into one of the market leaders from my retail experience.”

The firm's in-house marketing team worked alongside AWA and Javelin Group to design the site and add a number of applications, including Adobe’s marketing suite and Baynote’s real-time recommendation engine.

“At Lakeland we’re committed to listening carefully to what our customers want, and tailoring our business to their needs. So when it came to launching our new website it was vital we included their feedback on our ideas during the build of the new site,” added Tony Preedy, marketing director at Lakeland.

“This feedback, gathered for us by PRWD via a series of usability tests, was extremely valuable and actionable and the resulting site has been received very positively.”

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