When you have a loyal and close-knit following, you have to tread carefully before you embrace a global market. We helped Nigel Hall Menswear make the step to online trading without losing the freshness and individuality of its stores.
Ambition
Nigel Hall Menswear takes casual classics and makes them its own. The look is smart and uncluttered, with a nod towards the neatness and the self-confidence of the '50s and '60s. This is up-to-the-minute styling for men who like clean lines, soft fabrics, and sharp tailoring.
Our challenge was take the brand to a wider online audience without losing the freshness or diluting the sense of ownership felt by the company's loyal customers. This was Nigel Hall's first online trading channel; they wanted to grow the brand within the UK and attract international customers.
Action
We built a site that's as easy to shop as the stores. Our design makes the most of cross-selling and repeat buying opportunities by displaying similar and related products, and by keeping a wishlist. Our photographers and visual merchandisers shot all the product to generate maximum buyer appeal from subtle fabric details. We also added tell-a-friend functionality, international shipping options, and a store locator.
The enrich platform gives Nigel Hall an instant entrée into online retailing. It manages everything, including the company's stock and merchandising. Long-term, it provides a robust and effortlessly scalable platform on which to grow the business worldwide.
The drivebusiness online retail team provide full support for the site, including marketing, customer service, photography and merchandising.
Impact
The site launched in August 2009.
In the run up to the Christmas trading period, drivebusiness increased the traffic and site conversion through a planned marketing campaign, which included PPC, SEO and targeted email marketing.
SEE MORE RESULTS
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