Harry & David revamps its look and experience

Harry & David revamps its website for an omnichannel experience.

Harry & David has unveiled a new look across its website, mobile site, catalogs, emails and social media channels. As part of its refresh, the brand is aiming to make its e-commerce site easier to use in time for the holiday season.

"The Harry & David brand refresh reflects our commitment to continually enhance the customer experience," Steve Lightman, president of Harry & David, told FierceRetail. "It's also why the site redesign incorporates not only our new brand look but new functionality, improved navigation and enhancements based on customer suggestions we've received. The holiday season is when is Harry & David shines, so it's the perfect time to launch our new brand look, feel and tone."

For one, the revamped homepage features bold photography and showcases gifts for every occasion. Product categories offer visual navigation and include brand stories. 

In addition, new list enhancements include the company's online, print catalog and a customer's order history. There is also a place to add gift recipients to a consumer's shopping list. In total, shoppers can add and send up to 100 different gifts in their cart to separate recipients—up from a previous 20 recipient limit.

"One of the most important changes we made as part of our brand refresh was to our online Gift List. New features allow customers to view their online and print catalog order history together in one place, add gift recipients and shop for new items to include on their list," Lightman said. 

There is also a new web portal specifically for business gifting. 

Point of sale has also been improved by adding a new mobile payment method that allows for both Apple Pay and Paypal. 

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Finally, multimedia content will be posted on the site to allow customer engagement with products. For example, the Harvest Report lets shoppers know which fruits are ripe and ready to ship.

"Harry & David has long been a part of America's gift-giving tradition. Some of our products are annual favorites of customers, such as our iconic Royal Riviera Pears, our gift baskets and towers, and our Fruit of the Month Club offerings. But our merchant team regularly updates our product assortment to reflect changing consumer tastes and trends," Lightman said. "As such, our e-commerce site has continued to evolve and now features enhanced navigation so customers can easily shop the brand's entire product assortment by popular categories."

Harry & David has been busy improving its omnichannel strategy over the last few years. The company is also careful to include gifts that appeal to all generations, as well as to loyal and new customers. Lightman says that some of the more established customers enjoy receiving catalogs in the mail, while others prefer to view our products online.  

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"Our ongoing priority is to find new ways to elevate the online shopping experience for shoppers whenever, wherever and however they choose to shop with us. So, it was also imperative that the new look translated well to the mobile user experience," he said. 

And as experience and the character of a brand have become increasingly important, Harry & David has made enhancements that not only improve the functionality of the site but better spotlight the heritage and care that goes into its gift packages. 

"We think the new brand-immersive content helps us enhance the shopping experience, while also building deeper connections with customers," Lightman added.