Creating A Luxurious Shopping Experience For A Luxury Brand

The Challenge

The UK furniture market is a competitive place, big brands mingle with small ones, boutique stores and antique or contemporary furniture retailers offer unique products to a vast market place. Fine & Superior launched in 2011 as a luxury furniture online only retailer. Their initial website was very basic offering limited products and minimal functionality.

The client asked Wish Digital to create a new responsive website that clearly promoted their brand messages and enabled them to build on a growing and diverse product range. In addition, they required a full digital marketing strategy to take advantage of Google shopping, local search, PPC, organic, social and content marketing.

The Solution

Wish Digital studied the market place and the competitors to identify areas to exploit. The branding was refreshed and the wireframes created enabled us to plan the content effectively in line with client objectives. Creativity was key, with the new website looking great across devices and importantly conversion optimised driving slaes and repeat business.

The website launched to rave reviews whilst the digital marketing campaigns have seen the business grow at a consistent rate. Emails drive repeat sales whilst an SEO campaign is beginning to build organic traffic and reduce the spend necessary on PPC & Shopping traffic.

Responsive Site Boosted Sales By 33%

95% Mobile Sales Improvement

Great product display on mobiles increased mobile sales dramatically

Customised CMS to Manage the Business

Enabling easy management of the online business was a further objective, with a fully customised content management system this is all taken care of

Digital Marketing Campaigns

Budgets planned intelligently, campaigns set up, launched and managed including ongoing refinement to maximise ROI

Website Creation & Digital Strategy

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OpenCart Website Platform

Following the scoping & discovery sessions we put forward the OpenCart Ecommerce platform as the most appropriate solution for the client’s requirements and preferred budget range. The functionality already built into the platform, coupled with professionally developed extensions and custom functionality made for a powerful ecommerce website.
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PayPal Secure Payments

The chosen payment partner was PayPal, with a full integration providing on-site payments via credit & debit cards or alternatively payments via Paypal. The latter option takes the customer to PayPal, where a simple log in to their account enables payment before returning the customer to the website. A secure Socket Layer (SSL) certificate ensures the entire checkout process is encrypted and secure.
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Trustwave PCI Compliance

As the client exceeded Paypal PCI thresholds it was necessary to become PCI compliant. Becoming PCI compliant can be a huge obstacle for any ecommerce business. Our development team moved the website to a new VPS (Virtual Private Server) and configured security accordingly. The painstaking PCI compliance process was then followed and completed successfully. Trustwave were the chosen partner and provide regular security scans of the website’s hosting environment.

Well Planned Structure

  • UX Scoping & Planning 25%
  • Website Design & Development 25%
  • Ecommerce & CMS Development 25%
  • Digital Marketing 25%

Breakdown of Our Work

Our work covered all areas of digital creative, development and marketing strategy and continues to provide fantastic results for Fine & Superior. Recent appearances on BBC and ITV property renovation programmes have also generated natural links and growth in awareness of the brand.
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Multiple Functionality Upgrades

OpenCart extensions have been installed, modified where required, tested and deployed to further enhance the website’s performance. With a growing product base, ease of management was key. Our development team installed a product import & export tool that enables the client to manage the entire inventory within an excel file that can then be uploaded to the website.

MI Reporting

The website includes a number of reports that can be created on-demand. For management information purposes these reports are a powerful resource, preparing snapshot sales and inventory insight. In addition to standard reports available through the OpenCart platform, customised reports can also be created to ensure any website solution deployed meets the need of different businesses.

Google Analytics

We install Google analytics and set up webmaster tools as standard and for Fine & Superior this was no different. Through developing a deep understanding of how the website is perceived by Google we can enhance the user experience going forward. User engagement and the length of time on-site are great indicators of whether a website is being enjoyed so we do everything within our power to keep improving this over time.

Ecommerce Tracking

Any online store not tracking their conversion activity is planning their future marketing activity with no insight. Ecommerce tracking ensures that all sales are attributed somewhere, whether they came through direct, search, paid, email, social or referral traffic. With ecommerce tracking installed, Fine & Superior are constantly learning from their marketing investments, evolving and refining as they go forward to maximise all spend.

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