The UK's number one sports fashion retailer, JD Sports has taken advantage of the latest surge in online sales by selling more trainers through its rebuilt and latest technology website www.jdsports.co.uk, which has been designed and developed by Manchester-based e-business consultancy firm, Visuality and powered by the company's smartCMS e-retail management platform.

Visuality have designed the site so that online shoppers can view a range of trainers and preview sports clothing collections and see pre-launch images of up and coming trainer products before they are sold through the 250 JD Sports shops. The site also includes a shopping basket, competitions, movies, e-cards, games and a stores map locator.

Behind the scenes, an order management system that is linked to the website, processes orders and helps transform online orders into packaged goods. At the same time, card and address details are checked and validated to prevent online credit/debit card fraud.

Jason Cozens, Visuality's Chief Executive, said: "The JD Sports website is a safe and secure shop that shows what can be done when you combine a website with back end systems and an ongoing online marketing strategy. We are working with JD Sports to maximise their Internet sales. One of the tools we are using is Visuality's integrated i2i e-mail marketing system that manages the database built from registered website users and competition entrants etc. and then produces realtime feedback on how well the e-mail marketing campaigns are performing."

So that JD Sports has complete control over its site, the smartCMS platform enables JD Sports e-business staff to quickly and easily add and update all web pages and the products in the catalogue. They can load new and recommended products, games and competitions in order to keep it fresh and interesting for frequent site visitors.

www.visuality.co.uk