We have just posted our first interview with an Australian retailer: Luke Hilton from Dick Smith Electronics.

Dick Smithis part of Woolworths (ASX: WOW). DSE is Australia’s largest online electronics retailer and they have over 200 retail stores. Luke is the Web Manager at Dick Smith and in the interview he shares plenty of his experiences. I particularly like their viral promotion around the launch of the iPhone in Australia and their plans to introduce user generated support.


SLI is powering the search and navigation on the Dick Smith site. They have recently updated of their whole site including their search and navigation. I really like the way it looks. It starts with the auto complete functionality on their search box, on the search results page the facets are on the left hand side their are plenty of products above the fold, the prices are big and bold and the navigation has a similar look as the search. The search and navigation is all search engine friendly and it is helping to drive a lot of traffic to their site.

We are also powering the RSS feeds of the popular searches and the hottest products for their main categories. This is something a little different and is a service we developed for Dick Smith.


Luke says that their conversion rate has improved significantly since the release of their new look.