Unique & Cutting-edge

The Brief:The Conran Shop has been at the forefront of unique cutting-edge design, both modern contemporary and vintage for over 20 years. We were asked to take their inimitable mix of eclectic designer home furnishings and bring them to life on screen with an engaging, multi-channel digital strategy.

Project Notes:The Conran brand is a trusted source of good design and Graphic Alliance’s design is sympathetic to the brand’s simple philosophy that “good design gives you pleasure and improves the quality of all our lives through products, buildings or interiors that work well, are affordable and look beautiful”. The homepage has a clean, uncluttered look with plenty of white space and the featured products are the heroes of every page. At any time users can easily click to get the price and details of the products shown, thanks to the interactive merchandising tools provided by 10CMS. Having used lots of valuable homepage space to promote products, it makes sense to lead customers straight to product pages if they are interested.

Along with conventional eCommerce shopping functionality The Conran Shop’s online presence extends into blogs, apps, microblogs and social networks. We appreciate that The Conran Shop’s loyal customers want to be in-store one day, asking a helpful sales assistant for advice and support, and online the next day enjoying exactly the same level of personal service. Social media has resulted in companies providing a more emotional user experience, by incorporating ‘social values’ into the overall design of their website. The new Conran Shop website engages the customer like in a physical store where the ‘feeling’ garnered when purchasing an item is a unique sensation. The design makes customers feel great, the quality makes them feel assured, the customer service makes people feel as if there is an imaginary post-it note on their forehead saying ‘make me feel special’. As a result the main ‘shop window’ area of the site has been designed with flexibility in mind so that different messages can be communicated to different user groups, depending on their behavioural patterns.

The Result:The new website brings the in-store experience online and the online experience in-store. It has become a focal point for shopping, discussion, styling, consultation, service and inspiration. Since launch revenue is up 66% year on year and natural, direct traffic up 45% as a result of good search engine optimisation (SEO) performance.