Building on the success of the original Gant UK store, the drivebusiness eCommerce development team worked closely with Gant to deliver the ‘lifestyle’ and brand aspirations of the new 2010 Spring/Summer collection.
Ambition
Building on the success of the original Gant UK store, the drivebusiness eCommerce development team worked closely with Gant to deliver the ‘lifestyle’ and brand aspirations of the new 2010 Spring/Summer collection.
The new website needed to extend the collection and product range as well as providing a showcase for the brand’s aspirations. The site needed to contain a bespoke area to reflect the addition of the Rugger collection, which specifically targets the 20 something market.
Action
The drivebusiness eCommerce development & design team reviewed the user journey and worked closely with Gant to ensure that the look and feel of the new collection was reflected throughout the site’s design.
Deploying a mixture of jQuery, html and Flash, bespoke landing pages and interactive collection scrollers were incorporated into the site’s framework. Users can further interact with the brand through access to catwalk videos and the ability to download a full PDF ebrochure.
Analysis of consumer journey was carried out prior to the redesign and changes to the site structure were implemented to improve the site’s usability and navigation in order to further increase the sites conversion rate.
Improvements to the customer journey included: a refresh of the site’s top level navigation; improved category landing pages; the addition of a standalone ‘Rugger’ range, mini basket provision; filtering functionality at the category level for style and colour; and a revised product page design, incorporating access to recently viewed products and extend product information tabs.
As part of the drivebusiness 'search' strategy additional social booking features have been added to the site’s product page which allow Gant’s customers to share and talk about the product through their favourite social media sites.
Impact
The Gant UK Spring/Summer collection was successfully launched in January 2010.
A full marketing program is in place and channels to continue to exceed growth projections. The drivebusiness eCommerce team continue to work closely with Gant to develop the brand experience and customer journey.
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