Integrated community website with social engagement

Brief

Hornby wanted to:

• Rejuvenate the brand and reintroduce the product range to younger people, highlighting the ‘family‘ appeal of the product
• Increase revenue while keeping the retro brand feel for the enthusiast modeller/collector
• Harmonise the user experience over all of its brands, including eCommerce

Red Ant strategy

• Develop a complete online strategy to revitalise these iconic brands to appeal to a younger audience as well as re-engage brand advocates and enthusiasts.
• Set up an eCommerce function to improve conversion rates and increase sales
• Ensure that there is a consistent, universal Hornby brand experience

Tactics

• Fully integrated and bespoke community website that clearly communicates the core brand values
• Full integration with all other Hornby brands, as well as Scalextric’s internal stock management and distribution system
• Customer usability and innovation through the design