Project Overview
Making the manufacturer and retailer of some of the world's finest bed linen - whose regular customers include the likes of Cate Blanchett - look like a world class brand.
Project Commissioner
Project Creator
Team
National Creative Director: Andrew Begg
General Manager: Jeremy King
Design Director: Bridget Waddell
Brand Strategy: Laura Simpson
Account Director: Karen Jarvis
Digital Director: Matt Smith
Digital Producer: Vikalp Srivastava
Digital Designer: Tony dos Santos
Digital Developer: Adam Hammad
Digital Developer: Will Brooks
Project Brief
Founded in 1991, Abode Living is a creator and retailer of the most luxurious bed linen. Abode manufacture the majority of their products at their flagship store in Camberwell, and this close relationship to the manufacturing and design process, coupled with the passion and expertise that they have for their products, is what sets them apart. Abode Living entrusted Traffic to design and develop for them an eCommerce solution to match this vision.
Project Need
After delivering a full brand transformation for Abode Living, the next step for Traffic was to design and develop an updated eCommerce solution to compliment the updated brand position, messaging, look and feel. The existing eCommerce platform was slow, not mobile optimised and under-delivering on sales. Stock management was difficult across both online and physical stores, as was the linking of their in-store and online audiences. Redesigning and redeveloping from the ground up was the direction recommended, and Traffic set out testing and analysing every aspect of the customer’s purchase journey.
User Experience
Traffic conducted multiple digital workshops, interrogating every dimension of the customer journey. One of the main aims for the new website was to replicate the rich and engaging offline sales experience in store with that of online eCommerce experience. We conducted user testing, including Tree Testing our recommend product and navigation structure, with the results directly influencing the overall Information Architecture of the store.
Project Marketing
The launch of the new Abode eCommerce shopping website has open up numerous marketing opportunities or the Abode, which includes dynamic product feeds, remarketing, email campaigns, social media and content strategies.
The creation of dynamic product feeds into both Google and Facebook has opened up opportunities not previously explored by Abode.
Dynamic product remarketing based on product interactions and 'add to carts' has helped Abode close the loop on their marketing spend.
The early indicators show an increase across all KPI metrics year on year from their old website.
Project Privacy
Abode values their customer's privacy on the Internet and it is of the highest importance to them. In summary, everything their customer's share with Abode remains 100% private – they do not share or sell information to third parties, nor use personal information for any reason other than its intended use.
Digital - Retail & Shopping
Digital design that makes our online retail experiences seamless and enjoyable or have that Wow factor is what will stand out here.
More Details