Camera retailer Jessops says it is putting the emphasis on customer service through its website.

Jessops.com now boasts search and navigation functionality from Fredhopper, whose chief executive Joris Beckers is pictured right, with the aim of helping customers find products faster.

The retail also has plans for instant chat, payment by Paypal and better delivery.

The improvements come as the company has seen significant online growth after developing user-focused ‘customer journey’ initiatives and also offering online consumer finance.

“We’re upgrading our website to give customers the best possible shopping experience,” said Simon Joseph, Head of Group e-Commerce at Jessops. “We’ve already reduced the time it takes to go through the checkout process, and with Fredhopper’s help we’ll also be looking at improving search engine optimisation. The features of Fredhopper’s technology will allow us to create a superior online retail destination.”

Jessops sells digital cameras, camcorders and accessories through its website and 213 UK high street shops.

“Half of Jessops’ customers come to the site knowing what they want to purchase, with the other half unsure,” said Joris Beckers, chief executive of Fredhopper. “Our on-site search will assist the decision making process by helping consumers refine their choices down to the tiniest details, or allow them to search under the broadest terms such as brand and budget.”

Photo: Joris Beckers, chief executive, Fredhopper

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