Farmers’ plan to expand into the online realm is ambitious, considering how many products the retailer has in its catalogue.
However, its move follows in the footsteps of retailers like The Warehouse, which has over 20 categories of items online, or Briscoes, which has nine categories.
Other department stores that are already offer online shopping include Auckland-based Smith & Caugheys, Christchurch-based Ballantynes and Wellington-based Kirkcaldie & Stains.
Farmers says it is aiming to have the “widest range possible” available on its website.
For now, it is offering the most popular items across each category to be for sale online, distinguished by a purple “buy online” dot, as there are also products not available to purchase online on the website.
Though it may seem unproductive listing those items online, it offers customers the ability to check stock at a store in their region.
Arguably, this could help drive foot traffic into its bricks and mortar shops while the company stays relevant with its online presence.
Customers can also cash in on Farmers’ loyalty rewards programme and earn club points on their Farmers cards when they sign in to shop online.
The loyalty programme launched in 2011 and after one month it had 700,000 members.
In 2013, the company reported it had 1.4 million members.
The retailer was founded under the name ‘Laidlaw Leeds’ in 1909 and opened up its first retail space in 1920.
The James Pascoe Group purchased its retail arm in 2003. Farmers now has 55 stores nation wide.