39 | Q4 2020 Sep20547 Innovation Leads to Online Success David Adamson is the founder and web developer of iwanttights.com – an online retailer specialising in the sale of hosiery. Recently, we caught up with David to find out more about what makes the company stand out from the rest. iwanttights.com, or IWT as its also known, is the brainchild of the current owner and developer David Adamson who for years worked for various companies building websites and handling the online marketing. David saw a lack of website suppliers in speciality hosiery online and felt the need to showcase the amazing brands of nylon that are available. The internal culture at IWT is young and fashionable. As a young family-run business, the company loves to innovate and serve its customers with a world class service. However, it runs a little deeper than this. As a web developer, David understands the needs of the customer from the technical side and can adapt the website on-the-go. The web has changed a lot over the years, and due to the nature of development it can take other companies’ months, even years, to redevelop their systems. That is not the case for IWT. “We can roll out improvements all the time due to us having an in-house developer,” states David. “Most businesses of our size and nature don’t have that luxury.” “We currently have a 2-phase plan in place, and I’m delighted to say Phase 1 is now complete and the new look IWT website is live online! We are absolutely thrilled with the result”. “We’ve upgraded the backend systems and rolled out a new, more modern and engaging frontend design, added new payment options such as Clearpay, Klarna and Laybuy, added better merchandising functionality and, over 3000 new SKU’s to our product mix, ranging from not just new hosiery brands, but stunning lingerie and beautiful swimwear.” “The new merchandising functionality will allow our customers to “shop the look” and buy, on page, multiple items with the click of a button. This not only streamlines the ordering process whilst increasing our average order values, but most certainly and more importantly, adds to customer satisfaction.” It’s not just the web that has changed either, websites themselves have changed drastically and the way people search and use these sites has also altered. The trends that David and his team have seen emerging over the years include the switch to mobile first and the need for an effortless shopping experience, something he believes is set to continue. “Websites need to not only be mobile responsive, but they need to behave almost app like, with speed and search of the essence.” “Phase 2 is now underway as we continue to innovate and soon to launch will be our fully-fledged “app experience” in the browser, built using the powerful React framework, it will serve our visitors on all devices with sub second page speed, faster checkout, offline browsing, and a steely focus on mobile usability, which, currently stands at 70% of our total traffic and user base. “For us it will be a game changer, for our customers it will be an amazing web experience.” This mobile experience is key for IWT’s continued success and David firmly believes that the future is PWA (progressive web apps) or headless eCommerce as it is also known. “Our customers’ needs are paramount, so we have already launched our Facebook and Instagram Shops, and soon to launch will be our native apps, both on Android and IOS. So, even if you are offline, in a poor connected area, or just sat on a train, you can shop with us and enjoy the experience along the way.” Contact: David Adamson Company: IWT - iwanttights.com Web Address: iwanttights.com “Websites need to not only be mobile responsive, but they need to behave almost app like, with speed and search of the essence.”
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