Luxury brand global eCommerce strategy
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Brief
To further promote its brand and reputation, Designers Guild wanted:
- a best in class, highly successful online store
- to increase site traffic and online sales
Red Ant strategy
- Create a clean, user-friendly luxury eCommerce site that entices users to purchase and repeat purchase
- To clearly portray the quality of the products and to increase basket value
- Develop and manage client acquisition programme through email campaigns and search strategy
Tactics
- Clean, minimal design reflects the prestige and quality of the brand
- Functionality such as secure member login area, newsletter sign up, paint card and catalogue requests, gift reminders, ‘send to a friend’, ‘recommend a friend’, and scrap book (wish list) enhance user experience and encourage customer retention and up-sells
- A tailored content management system gives staff in-house full control over most aspects of the site such as pods and banners, making it simple for promotions to be changed as and when needed
Results
- Database of email addresses increased by 150%
- Daily revenue was increasing by 100%
- 100% ROI was reached within the first 8 weeks
- Designers Guild’s target of achieving 4 times more revenue than the previous year was beaten by over 33% in the first financial year
- Awarded ‘Freshest Online Retailer’ at the Fresh Digital Awards
