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Tangent One was commissioned to design and build a new website for Nails Inc and develop a multichannel digital communications strategy with the objective of increasing online sales and driving footfall to the stores.
To achieve this we created an entirely new E-Commerce website which radically improved the customer journey, streamlining the purchase process by applying the latest usability best practice and constantly evaluating and testing the purchase journey.
The communications strategy consolidated online, mobile and postal data into single database for easy access and increased efficiency and allowed us to develop highly targeted campaigns:
• We were able to establish which stores were under-performing each month and then use a combination of mobile and email communications to target customers instantly within a specific radius of the store.
• Automated event-triggered messaging could be generated (without the need for manual creation from Nails Inc staff) to encourage continued purchase.
Our expertise in design, visual merchandising and usability seamlessly integrated with the TaoShop backend system contributed to the overall efficiency and ease of use of the website for both consumers and Nails Inc staff.
Results
• Grew the customer database by 45% in less than 6 months.
• 25% increase in bricks and mortar footfall during campaigns.
• 5% new customer acquisition through viral in fi rst 3 months.
• Conversion rate up 2% in first month of launch
