Masters Home Improvements has launched a new ecommerce website following designed to streamline the customer experience from search to research to purchase.

Masters.com.au brings together two existing web properties, the information based website miy.masters.com.au and the transactional website www.masters.com.au.

“In the retail and online world you have to keep innovating and moving forward whilst keeping the customer front of mind” comments Julie Mathers, head of online for Masters. “We have worked with Rysen to do just that. I am delighted with how we have worked together and the results; we have a world class site and a platform for growth. It is a very exciting time for us as we combine the online and offline worlds”.

Masters Home Improvement opened across Australia in 2011 as a joint venture between Woolworths and US hardware chain Lowes.

The now launched Masters website was designed to give the customer a more streamlined experience. Allowing customers to search, research, shop on any device, says Seli Inthavong, creative director at Rysen, the digital agency that built the site.

Key inclusions to the new site include content-rich pages, predictive search, personalised merchandising, live chat, and integrated content and enhanced checkout.

Phase two of the project includes the rollout of the responsive website on mobile devices and is due for launch in late 2014.