Early in 2015, our longtime client Robert Graham was experiencing a growth spurt. User sessions, average order values and online revenue were all increasing, but their website just couldn’t keep up with the demand. For a high-end fashion brand, only a gorgeous, tailored solution would do. The RG team engaged Guidance to create a new experience that would showcase apparel, communicate core brand attributes and perform beautifully on all devices.
Choosing a Platform
As of a year ago, Robert Graham had both a desktop site and a separate mobile site. One of their top priorities was upgrading to a platform with responsive capabilities so there would be only one site to maintain. Ultimately, the team chose Magento 1.14. “From a brand standpoint, they were ready for a refresh,” explained Guidance Delivery Lead Shona Gupta. “It was time to update and go responsive.” By Q4 of 2015, mobile and tablet customers were enjoying a vastly improved shopping experience.
Key features of the new site include:
- Faster indexing
- Better caching storage
- Improved navigation
- Optimized checkout with PayPal capabilities
- Collector’s Club loyalty program integration
- Visual Merchandiser for easy category management
- Configurable product swatches and more
Perfecting the Look
Not only was business booming, the brand was evolving. The latest positioning had to be visually reflected on the site.
“We created two very distinct designs, both stunning, both technically feasible and both awesome,” recalled Creative Director Annalisa Agoston.
“Our clients were pleased with both, but [ultimately they chose] the one that was more product-focused and easier to update.
It has really bold images and is structured in such a way that it leads your eye down the page while capturing the essence of the brand.”
|Agoston highlighted the following creative choices reflected in the new site:|
Now for the best part. Since launching in October 2015, desktop conversion rates jumped by 27% as compared to the same time period in 2014. Transactions increased by 4% and the average order value increased by 2.5% year-over-year.
To round out the Robert Graham lifestyle offering, the brand just launched a fragrance collection this spring. Look for both digital and in-store activations to drive new and returning traffic to the site. According to an RG brand insider, “a scent of style and sophisticated awaits.”
Guidance is proud to be the partner behind Robert Graham’s digital success. We’re excited to see (and smell!) the new collection.