Can an iconic brand translate relaxed desirability and faultless customer service to the web? Judge for yourself in Gant's first-ever UK online store, its brand values are as unequivocal as they are in New York, Milan or Tokyo.
Ambition
Gant is the 60-year-old clothing and accessories brand that blends casual East Coast refinement with confident European style.
The challenge for drivebusiness was to develop an eCommerce store that was intuitive to shop and unmistakably Gant in expression. The online store also had to integrate with Gant's own stock and warehouse systems.
Action
Gant's first UK online store is coolly seductive. Visitors can tell where the brand is coming from in an instant. A campaign look-book shows each collection as a single unified concept. Eager gift-buyers can refine their search for ideas by gender and price range.
The Enrich platform integrates effortlessly with Gant's Columbus stock systems, Sage Pay, and UPS logistics. The platform also manages category and product merchandising through the CMS-managed product carousel. drivebusiness undertook all the photography and image optimisation, while its in-house customer service team provide failsafe back-up at peak times.
To drive traffic and sales, Enrich manages a monthly email marketing campaign and on-site banners with full text and SEO visibility, plus promotions via its promo module. The Enrich deployment gave the site a head start from day one through SEO-friendly URLs and links. Other activity includes an affiliate programme and tightly focused PPC and SEO work.
Impact
www.gantuk.com launched in August 2009.
A full eCommerce
marketing strategy was developed and implemented by drivebusiness and
our Marketing team. In November 2009 the team grew the natural search traffic to the site by 150% compared to August 2009 and the long term strategy of delivering highly targeted traffic directed to gantuk.com has increased the conversion rate by 132% and the overall revenue by 453%.
Other channels to continue to grow ahead of planned expectation.
SEE MORE RESULTS
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