DANWARD is a young luxury brand taking determined steps to conquer the niche of refined beach fashion. Elegance and practicality characterize designer collections that present high-profile swimwear and beach fashion.
To meet the growing and increasingly evolved needs of customers, the brand has decided to enhance its online presence with the integration of responsive e-commerce on its website.
Our goals focused on the creation of the shop and online sales channel for the client, enabling a parallel ADV and lead acquisition plan and giving support to communication on the brand’s social media channels.
Approach
Our preliminary studies have shown that, with the change that is taking shape in consumer shopping habits, almost a third of Italian commercial transactions are via a mobile device (Criteo data updated Q1 2015).
In addition, the luxury e-commerce sector is going through an interesting phase of expansion. According to a report by Exane BNP Paribas, by 2020 it will see an overall increase of 40% in online sales, figures that give rise to new and bigger opportunities. Currently, however, recent data by McKinsey & Co. reveal that online sales were up 6% compared to the 2% seen in 2009. Luxury brands are gradually abandoning their reluctance regarding e-commerce so as not to disappoint the expectations of customers, increasingly at ease in the new consumer habits brought about by the Digital Transformation.
The online shopping experience is not in conflict with the in-store experience, but rather enriches it, offering a new dimension of sophistication. For this reason, after a thorough comparative analysis, we considered it strategic to choose the versatile e-commerce platform Shopify, by implementing an integration of responsive functionality and advanced personalization, according to customer requirements.
Execution
We conducted an analysis phase on two closely correlated levels: the positioning of the DANWARD brand on an international scale and sales streams of traditional channels. The benchmark analysis has enabled us to take a step forward in the design phase, leading to the choice of Shopify as the preferred e-commerce platform.
In the implementation phase, we took care to implement all the customizations and optimizations to perfectly integrate the architecture of the website. Specifically, we implemented a plugin that allows the customer to connect items to the store lookbook.
As regards marketing, we developed a very specific plan regarding launch strategy focusing in particular on ADV and lead acquisition, providing consistent strategic social media support on the official channels of the brand.
Result
The DANWARD shop has been integrated in order to become the complementary part of the website, directing users to the convenient consultation and quick purchase of fashion items. The integration of an e-commerce platform takes the user experience to a new level of enjoyment and brings the brand even closer to consumers, ensuring greater engagement and loyalty.
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