Scotts Online
The brief
To reach a wider UK audience via the web with an ecommerce shop that would combine brand building and commercial savvy to create a clear expression of Scott's personality.
The objectives
- Build brand equity across the UK with an ecommerce shop that reflects Scotts' personality.
- Create an online solution to generate qualified traffic, present commercially-focused product offerings and provide excellent sales conversion rates.
The target audience
Males between the ages of 15 and 35, interested in designer streetwear and urban fashion brands, from across the UK.
The solution
www.scottsonline.co.uk
Strange developed an ecommerce website that pulls together different commercial and brand value elements in a user-friendly, transactional ecommerce site. It uses natural search to reach its target audience and is a marketing communications platform to engage and stimulate the audience, raising Scott's brand equity.
Using the StrangeStore ecommerce solution, the site allows Scotts to showcase its products with the focus on the fashion brands stocked. Brand recognition is central to Scotts and the site's design reflects this. Clear information architecture and navigation make the site easy to use, with browsing by brand, department or the search tool. Up sell and cross sell are easily controlled.
Strong visual appeal is also key to the site's success, as are the trust signals. The brand voice is supported by a blog, which merges fashion and lifestyle with wider interests. In addition to the search engine performance from the information architecture and content, Strange has built offsite links on targeted websites, and fostered organic development through the blog and news areas of the site.
The result
Growing conversion rates
The site is seeing good conversion rates, which are growing steadily, as well as increasing traffic.
