Multichannel retailer JD Williams has appointed Starfish 360 to help develop its future mCommerce strategy.

Starfish 360 is a customer insight and technology enablement business for the retail sector. Pooling over 60 years’ experience in the industry, the Starfish 360 team has developed an integrated end-to-end process for retailers that fuses business strategy, customer engagement, and analytics with the best-of-breed technology partners.

JD Williams has a £700m turnover and more than 25 separate websites and brands, which offer a tailored mix of style, cost, and size ranges to create wide appeal across niche markets. With almost 50 per cent of its business already coming through eCommerce, the company says it is in an ideal position to exploit smartphone technology.

“Its good to be working with Starfish 360, and at such an exciting time for our business,” says JD Williams marketing director, John Hinchcliffe. “Were looking forward to the delivery of an mCommerce strategy that enhances our excellent customer service, and is integrated with our future plans for the customers experience, including our new high street stores.”

Starfish 360 CEO Chris Brassington says: “JD Williams; customer-focused culture and tailored offering to niche shoppers fits perfectly with an integrated mCommerce approach. The seismic shift in consumer behaviour due to mobile technology has got everyone scrabbling to react, which leads to basic mistakes.

“The forward-thinking approach is to step back, look at your business, look at your customer, and go from there. You have to start from a business perspective with a customer led mCommerce offering that is then supported by the technology. Assess the whole business and market, analyse your customer behaviour, which will then define the mobile strategy.”