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Consumer electronics giant Philips has just launched a major redesign of its consumer website to improve usability and help shoppers “fully experience and interact with products as though they were right in front of them.”

The firm says it’s its biggest upgrade for three years. New features include a Google Maps mashup showing the location of retailers' outlets, as well as tools to allow greater interactivity on product pages. Philips also deployed technology to improve communication with retailers about stock availability and lead generation.

We spoke to Gilles Domartini, Philips Consumer Electronics’ VP & GM of online sales and marketing, to find out a bit more about how the company's e-commerce strategy is changing as brands seek to interact more closely with consumers.