Maplin is looking to enhance the online experience for its customers after forging a partnership with Amplience that will see the tech vendor manage its online assets and supply dynamic media tools and content authoring across the retailer's website.

The cloud-based tech firm was chosen by the UK electricals retailer as it seeks to create a content-rich approach to eCommerce and optimise the storage and accessibility of its online offering.

Amplience's technology will facilitate the creation of banners, carousels, shoppable media and user-generated content, while its Content Hub is set to be used by Maplin to combine digital asset management, content curation and syndication into a single library.

James Brooke, CEO and founder of Amplience, which also recently announced a partnership with Pets at Home, said: "In a competitive eCommerce environment, customers demand more from their online experience."

He also promised to deliver Maplin "more efficient deployment of its online assets".