Strategy, design, implementation
By using Magento, Brandfield was able to create a new shopping experience for their customers, serving up inspiration and an easy way to shop.
As a pioneer in the jewelry world, they don't mind shaking up the industry. According to Brandfield, there surprisingly few omnichannel players in its segment. "Our clients are online a lot, and will do their research there, even if they end up purchasing our brick and mortar store"
Watches are the most popular item, both at the brick and mortar shops and online, followed by the jewelry. In 2016 Brandfield expanded its offering by adding sunglasses, bags, and wallets. To make this possible, they needed to move to a new building and a change in operations, as fast delivery is one of their pillars.
Brandfield was one of the first companies to prominently display the opportunity to show the entire range of the webshop in a brick and mortar store via digital screens. Customers who visit the Groningen store can order products that are not available in the store directly online using the displays. "Suppliers were initially skeptical about sales via the internet, but we were immediately convinced of the added value. We also hear from our customers that they like the mix of online and offline channels."
The Brandfield concept is based on high-quality products, a great experience, and a luxurious appearance. It was a requirement for the company to have this reflected in the online store. A new design was created and implemented within the Magento shop.
Where the webshop previously served as a point of sale, the focus is increasingly shifting to also inspire the customers. "It is our aim to be present much earlier in the customer journey. We want people to visit our website without direct purchase intent, for example when they want to see what the current trends are or wonder which type of sunglasses suits them best."
To offer the consumer even more inspiration, Brandfield decided they wanted to renew the entire look & feel. While most companies choose to adjust the existing shop step by step, Brandfield was a lot more rigorous. "The online store is the core of our company. It felt like open-heart surgery, but it could not have gone better."
The new website went live in mid-2017 and delivered significant improvements within a month. For example, the time visitors spend on the site has increased by more than 10%, as has the conversion. The bounce rate, on the other hand, fell sharply. "The inspiration pages do a good job. We regularly post blogs and lookbooks with inspirational photos that we shoot ourselves. We also now have an online magazine, from which people can order directly."