While the company had a website, it was only used for marketing purposes, such as showcasing a variety of products and helping customers to find their physical store. It was also not updated regularly either with new products, brands or news of the company.
Gardiner Brothers wanted to refresh the brand, sell to a wider audience and also give customers the opportunity to search and purchase online. However, a ring, especially for an engagement or special occasion, is rarely bought online as it can be an extremely personal purchase, we needed to make sure that we could exhibit the brand’s products as clearly and effectively as possible. We wanted to recreate the buying process in store, online, but then seamlessly pass this over to the trained sales team within Gardiner Brothers.
What We Did
Knowing how personal the products typically were, we decided to create a “Build your own” ring platform. Not only are customers given options about style, cut and metal, but they also have the option to upload an image if they have already seen a product they like. This gave the team at Gardiners detailed information about what a customer was interested in and allowed them to build the perfect package.
The platform also auto-sends the customer information to the team at Gardiners, creating a seamless route between customer and team.
We also wanted to give the brand’s customers as much information and imagery as possible so that they could feel confident about making an online purchase. This meant the inclusion of 360 degree video uploads of each ring and product filtering on the dress rings section to aid navigation. We also added ring size and “out of stock” notifications.
We integrated the website with Klaviyo for email marketing and Custom Fields for advanced details on the Cut, Colour & Clarity of the ring. We mobile optimised it with Mega Menu that lets customers easily search the site. We recently installed product filtering to further expand the ability to allow someone to find exactly what they want. From filtering by price, style, metal type, it lets them find the perfect options to suit their budget and need.
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