Case Study


Selection and implementation of new ecommerce website.

Selection and implementation of Lakeland’s new ecommerce website.

Lakeland was looking to grow its omni-channel retail business with a new, highly sophisticated ecommerce website which offers customers excellent levels of service and presents Lakeland’s innovative range of products in the best possible light. The aim was to simplify the online buying process and to help customers shop online with the same ease they would encounter in a Lakeland store. Lakeland also required a wide variety of easy to use emarketing and content management tools for its business users.


  • Javelin Group was engaged to select the ecommerce website platform and related technologies to create a ‘best of breed’ solution.
  • Javelin Group’s proposed solution included the hybris ecommerce platform, Adobe’s Marketing Suite including Omniture Merchandising and Site Catalyst analytics, Baynote’s real-time recommendation engine, and Silverpop’s e-CRM system for promotional and transactional email messaging.
  • The Javelin Group team implemented the solution, configuring and integrating the multiple applications to create a highly sophisticated solution incorporating targeted merchandising, sophisticated multivariate testing, and easy search and navigation.
  • The solution also included powerful business management tools to enable the Lakeland team to manage and update specific areas of the site quickly and easily, creating a real time online trading environment.


The new ecommerce website is an advanced trading platform with a very rich targeted merchandising capability and the scalability and flexibility to support Lakeland’s diverse requirements well into the future. It incorporates many innovative functions including personalisation, multivariate testing, recommendations and active merchandising.

Our new website offers excellent product presentation, hundreds of demo videos and extensive customer reviews, simple and easy search and navigation, a virtual catalogue, a strong ‘active merchandising’ capability which enables us to recommend the right products to our customers based on their behaviour and the preferences of other customers similar to them, sophisticated promotions functionality, a streamlined and intuitive customer journey, multi-variate testing capability and extensive tagging for better analytics so that we can continually learn and improve the site. Javelin Group has succeeded in the very challenging task of integrating the many components and systems necessary to fulfil this vision, and we are delighted with the outcome.
Tony Preedy, Marketing Director, Lakeland.

Find out more about Javelin Group’s eCommerce Development service line.