Stokke

Setting a new online standard

Stokke Retail in asia

The ingenious Tripp Trapp high chair by Stokke – popular with parents and children alike. The Norwegian cult brand is pursuing its goal of becoming the global market leader in high-quality children’s furniture and prams. In order to get closer to achieving this vision, Stokke commissioned Dept to redesign its online shop and at the same time link it to their brand stores in London & Sindelfingen.

Stokke relaunches its new online shop

Stokke, once again, chose the Salesforce Commerce Cloud as its e-commerce platform. In order to increase online sales, Dept optimised the technical performance of the shop and modernised its design. Existing features – such as the product configuration tool or the store locator – have been migrated to the new platform and perfected. The new shop underwent a staggered launch in the UK, the USA, EMEA, various APAC countries and Russia.

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Online and physical brand presence are unbeatable when combined

Endless aisle solution in the brand store

With the Brand Stores, Stokke is setting the stage for a unique brand experience and creating the perfect symbiosis of a minimalist, modern design and a natural, Nordic ambience. In line with its strategy of using the store as a digital sales channel, Stokke decided to enable shopping without a point of sale whilst creating a seamless cross-channel shopping experience. In order to ensure this, Dept linked the physical store with the online shop by integrating the ‘Endless Aisle’ tablet application into the Stokke Salesforce Commerce Cloud environment.

This app extends the performance of the Salesforce Commerce Cloud to the local store. By using tablets, Stokke can offer its customers the full range of products – both online and in-store. If the customer chooses a product in-store, the purchase is completed cashlessly via the app using a credit card and the product can either be taken immediately or delivered to the customer’s home (or to another preferred address).

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Benefits

  • A wider range of products in-store.
  • Payments can be processed anywhere within the store.
  • Long queues are a thing of the past.
  • Home delivery.

Dept was responsible for the entire project management and implementation. Our partner XCEPTANCE was responsible for test planning and implementation.

Questions?

Dennis Alperstedt

Technical Director

Dennis Alperstedt

Skoda

Video marketing to increase brand awareness

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Founded over 120 years ago, ŠKODA AUTO, a Czech based automobile manufacturer, has produced millions of cars. The company recently designed a new model named Škoda Fabia and wanted to increase their brand awareness and brand loyalty in the Swiss market. So Dept, together with the communications agency DD COM, created and implemented a global YouTube campaign for the car brand.

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Hyper-personalised videos

Google Director Mix enables marketers to hyper-personalise images, sounds and text in a video to the physical environment of various target groups. So our team of experts leveraged this tool to create different variants of one video. We started by creating different target groups and categorizing them. Next, we developed different combinations of one video by rearranging the sequence, text and audio. This resulted in the creation of 150 different videos in three different languages which can also be used for YouTube advertising. 

6.4%

Brand awareness growth

466k

Landing pages

The results

This enabled Škoda’s video marketing to scale and reach a wide range of different target groups with individualised YouTube TrueView ads. Overall, we achieved a Best in Class Lift in Brand Awareness. We created 150 different videos for various target audiences based on one original idea. 

Questions?

Jonathan Whiteside

Principal Technology Consultant

Jonathan Whiteside

Takeaway.com

Tuck into the future of food

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Have you ever been unsure as to what you’d like for dinner and are struggling to find local restaurant menus online? Just Eat Takeaway makes that process easier by gathering the menus of all your favourite local places to eat on one website. So it’s not only a solution for customers but also a gateway for restaurants to reach more people.

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Using data to help local restaurants

The global online food delivery marketplace started off as a small Dutch brand and has transformed into a global platform that operates in eleven countries and caters to over fourteen million customers annually. To ensure they remained a leading global player, the company decided to accelerate its digital transformation. The result? A new, innovative B2B marketplace which caters to the needs of restaurateurs by leveraging the wealth of data the company has at its disposal.

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Elevating the existing design

Aside from enabling consumers to order food online, the food delivery company also has a B2B marketplace which enables restaurant owners to purchase both food and non-food items from third-party sellers. Using the wealth of customer data at its disposal, Just Eat Takeaway wanted its marketplace to become more data-driven. To make this possible, our team needed to enhance the designs of the current marketplace while also migrating the brand’s existing platform of Magento to Commercetools and Prismic. Thanks to Commercetools API-first capabilities, the company could then provide regional insights into consumer demand which could help local restaurants better tailor their menu’s. In addition to local supply, demand and recommendations of all their items.

To do this, we started by conducting a quick but intensive design sprint during which we analysed the customer journey and current pain points for restaurant owners. This led us to create initial sketches of what the marketplace could look like and we refined this based on the company’s current system, their desires and also Commercetools capabilities. This enabled us to implement new features which focused on creating more customer convenience than ever before. Our team also made a number of functional optimisations such as an improved navigation structure and the possibility to quickly re-order items that one purchases frequently rather than having to comb through the entire catalogue.

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Catering to the needs of sellers

One of the biggest challenges of rolling out the new B2B marketplace was the complexity of it as sellers have access to their portal through which they can offer their products. So we designed the new setup with a simpler navigation process which enables each seller to easily visualise each order line per restaurant. By implementing Commercetools this integrated Adyen MarketPay which enables restaurateurs to make one payment which is then divided into the accounts of each seller. The integration process was easy as the company had a headless setup which made it easier to connect external channels to the existing commerce environment.

The next steps? Rolling out the new webshop in other countries while catering to each region’s needs while also continuing to optimise the existing platform based on feedback from both restaurateurs and Just Eat Takeaway. These digital innovations help future-proof the company by renewing its position as a leading global food delivery system.

Questions?

Franklin Schamhart

UX Design & Research Lead

Franklin Schamhart

IKEA

Creating a link between a Swedish tradition and IKEA

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The Swedish furniture giant IKEA aims to provide functional and stylish furniture to everyone around the world. In Sweden, the longest day of the year is often a joyous occasion that is celebrated annually with a feast. IKEA wanted to share this Swedish heritage with its German customers so they launched a campaign called Midsummer. They turned to Dept and asked us to help them organize a party and social media strategy around the event.

Special moments create unique memories

This was a two weeks long, intensive campaign which would end with a party that included previous cooperation partners and potential new cooperation partners, bloggers, Instagrammers, and YouTubers alike. The mood was idyllic and local Swedish food and music were on the menu. This was accompanied by relaxed conversations, new acquaintances, and, of course, DIY flower wreaths and matching photo motifs. The event served as a fun occasion to connect with customers online while strengthening the brand’s relationships with their influencers.

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IKEA wanted to share this Swedish heritage with its German customers

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The #Midsummer campaign was a complete success. Around 40 people came together to celebrate alongside @ikeadeutschland and Midsummer. More than 100 Instagram stories and 20 Instagram images were created, which together generated almost 160,000 impressions. The influencers that were invited shared their enthusiasm for the midsummer party with their social media community and thus acted as IKEA brand ambassadors.

The great vision to establish midsummer in Germany as a kind of tradition, in order to create an occasion to celebrate with friends and family, was successfully showcased through our celebration. Special moments were created that those who attended will remember forever. Every year, IKEA celebrates the Swedish midsummer with various activities. A tangible link was created between the Swedish tradition and the home furnishing retailer as a result of the #MarchMidsummer campaign and the #MarchMidsummer party.

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100

Instagram stories

20

Instagram posts

40

Participants

Questions?

Diana Welte 1

Client Services Director

Diana Welte

Fragrance Direct

Commerce to maximise international growth

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Fragrance Direct is a digital retailer for fragrance and beauty, stocking over 14,000 products across 600 big-name brands, designer labels, and high street favourites. Its huge collection is influenced by the latest shopping trends and innovations, featuring international names like HUGO BOSS, Calvin Klein, Armani, Yves Saint Laurent and Marc Jacobs.

Launched in the UK in 1993, the digital marketplace was ahead of the curve. Fragrance Direct was aiming to evolve its brand offering alongside consumer demands, to keep its business at the forefront in an increasingly competitive space. With goals of offering more personalised service and achieving higher customer retention, Fragrance Direct turned to Dept to optimise its Salesforce Commerce Cloud platform.

Multi-site solution

Fragrance Direct wanted to maximise its international potential. It already had sites for the UK, Europe and the US, but they weren’t localised. Launching transcreated, country-specific websites was part of the beauty merchandiser’s digital strategy to better engage its clientele. 

Dept optimised its existing Salesforce Commerce Cloud platform to create a multi-tenant cloud solution with a centrally maintained, scalable, and reliable infrastructure with a single code base. Designed for growth, it makes the process of rolling out and maintaining websites easy and efficient. Dept created a separate website for Sweden, Denmark, and France; each with territory-specific content, campaigns and payment options. In collaboration with Lingo24 translation integration, the French website was translated into its native language.

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Modernising the
e-commerce experience

Personalised shopping

Fragrance Direct carries a wide range of beauty products to fulfil its diverse consumer needs of replenishing staples, experimenting with new labels, and gift-giving luxuries. We wanted to make shopping for products easier and more enjoyable for all types of shoppers. Personalisation was the answer to streamline the shopping experience while, at the same, ensuring it’s fun to explore and interact with.

A straightforward sitemap, image-led product listings and content hubs provided a great foundation to expand the capabilities within Salesforce Commerce Cloud through customised features. These include a subscription service enabling consumers to auto-replenish their favourite products and a Chatbot ready to answer queries throughout the customer journey.

The Fragrance Finder tool makes it super-easy to select the perfect signature scent, while gift wrap allows customers to virtually send presents from Fragrance Direct and improves the unboxing experience. Custom engraving adds an extra special touch when added to a bottle of perfume or aftershave. Dept worked with Fragrance Direct to implement and localise these services in each territory, ensuring orders are delivered to its trade partners and quality service is consistently delivered.

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Innovating payment

Fragrance Direct acknowledged payment methods were changing and the impact it was having on the younger demographics. With the immense buying power of millennials and gen z, these consumers were deemed prime target audiences. In an effort to adapt to new consumer expectations, Fragrance Direct partnered with Dept to implement a variety of payment methods appealing to all types of buyers, including:

Klarna to shop now and pay later

Klarna does not charge interest or fees for its standard payment options and has proven to be popular for online shoppers, giving consumers the option to try before they buy. We added its ‘Pay Later in 30 Days’ feature on Fragrance Direct and, following positive results, it strategically launched Klarna’s ‘Pay Later in 3 Instalments’ option ahead of the Christmas peak. 

ApplePay for the rise in mobile commerce

Consumers are increasingly choosing their devices to not only browse products on-the-go but also to make purchases. ApplePay adds a layer of convenience and security. With consumers increasingly storing their card details in their mobile wallet, they are used to make purchases through the device (even if it’s just via iTunes or the App Store). They don’t need to pull out any cards or enter in their delivery details to make the purchase but simply scan their face, fingerprint or enter the passcode, making checkout an easy, seamless experience.

4.5%

Increase in conversion

7.2%

Increase in average order value

Results

Optimising Fragrance Direct with its existing Salesforce Comment Cloud platform has allowed the retailer to modernise its approach to selling online, reaching new customers and building loyalty. Without the need to re-platform, the business was able to save significant costs and unleash new possibilities within the robust solution. With third-party integrations, Fragrance Direct introduced new ways for its customers to purchase products. Within three months of implementing Klarna’s ‘Pay Later in 30 Days’ feature, Fragrance Direct recorded a 4.5% increase in its conversion rate and a 7.2% increase in average order value compared to three months prior without Klarna. 

Credibility and retailer reputation plays a big role in making online purchases, especially when it comes to high-end brands and luxury items. In the website design, we used official brand photos in high-resolution throughout. We also pulled in Google Customer Reviews which demonstrates a 95% positive feedback based on 65,850 previous purchases. Likewise, using Bazaarvoice, individual products have ratings and comments, instilling added confidence in the authenticity of the website.

Dept’s partnership with Fragrance Direct is ongoing. We provide website maintenance to ensure the site performs at its best and new product lines are launched. We’re underpinning the company’s growth, rolling out new territory websites, as well as seasonal and marketing campaigns to engage target audience personas based on buying behaviour and geographic trends. As commerce continues to evolve, Fragrance Direct will maintain its leading reputation through adapting to innovative uses of technology.

Questions?

chris e1627477767654

Technical Project Lead

Chris Clark

Bevi

Refreshing an eco-friendly B2B brand website

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Bevi is a leading manufacturer of smart water dispensers, incorporating touchless technology that enables you to customise your beverage, check your environmental impact, and view nutrition info right from your phone. Bevi is more than a smart water dispenser, it’s a step towards a more sustainable future. With every drink you pour, you’re not only saving a plastic bottle, but you’re also reducing the oil and emissions needed to manufacture and ship it.  Founded in 2014, the company has secured $60.1M in funding and is on a mission to transform how beverages are delivered. Its stand-up and countertop water dispensers are used in the global offices of Volkswagen, Apple, Uber, Trip Advisor, and Netflix, and many more. Bevi partnered with Dept to refresh its brand website and bring its values and purpose to the fore.

Strategic brand discovery

Brands rooted in purpose with technical B2B products have a lot to say, but often struggle to communicate their message in the most effective way. how Bevi is perceived as a business has a massive impact on its ability to resonate with prospects and retain long-term customers. Bevi’s brand communications focus on the positive environmental impact its products have, the cool features and broad flavour variety, rather than concentrating on specifics tied to functionality and installation, which sets it aside from its competitors.

Dept analysed the business to fully understand its positioning, which informed the next stages of the project. This involved a google analytics review, website audit, competitor research and stakeholder workshops. Deliverables included: 

  • Map of Bevi’s business model identifying key customer segments, user journeys, channels, partners and more. 
  • Five customer personas outlining motivations, triggers and content requirements to empathise with the audience’s needs.

Designing a website to unbottle the future

Making an impact with design

The new Bevi website was designed to reflect the brand’s forward-thinking approach to hydration. Taking creative inspiration from the aesthetic of its smart products, Dept designers infused the interactive nature of the water dispensers into its website design. 

Bevi’s colour palette, resembling the four elements of fire, water, earth, and air, were used throughout. Misty blue and white tones with curved lines created a cloud-like base layer, while splashes of pastel colours showcased the refreshing fruit flavours. Animations bring the design to life; illustrated bubbles rise up the home and flavour pages, as they would in a fizzy glass of water, to create a strong initial impact and draw the user in. hover effects highlight call-to-action buttons and subtle motion elements keep users engaged.

Bevi Mock

Creating a clear codebase

Dept built the website in word press and created a reusable, custom library for all of the components using green sock, a robust java script toolset that helped us deliver optimum performance across all devices. From our analytics research, we knew there is a fairly even split between mobile and desktop users. Therefore, Dept developers optimised all points of entry for User experience And conversions with a bespoke set of components and solutions to respond to each screen size. When adding animations and video to the website, we balanced flare and functionality, ensuring smooth user-journeys and fast site-speed to optimise google’s rankings.  

Search optimisation was a top priority throughout the build. Dept’s team of digital consultants and search experts oversaw the project from a performance perspective, and teamed up with Bevi to fuel the website with Seo-optimised content. 

The yoast word press plugin was added to the cms, enabling Bevi to continuously optimise the website as new content is added. Our developers reinforced these practices by implementing schema.Org custom blocks, which adds context to the code, acting as a translator to populate google. By structuring data in sections such as the fa qs, new users searching for solutions are able to easily find the answers they’re looking for. 

A sparkling future

Bevi’s new website clearly communicates its vision and brings its value proposition to the surface. It encapsulates the uniqueness of Bevi, and stands out against its corporate counterparts, just like its eco-friendly water dispensers. Eye-catching animations keep users engaged, while the introduction of information and product pages adds depth. Presented in a highly consumable format, these pages not only inspire users to pursue a sustainable future, but also encourages them to find their custom beverage. Users can set their preferred level of fizz, flavour or combinations, and enhance their experience with caffeine or electrolytes. By connecting to a mobile device, its touchless technology makes the entire process seamless. 

We’re happy to be part of Bevi’s journey, helping the world reduce waste and plastic consumption through state-of-the-art office water dispensers. Dept is continuing to work with Bevi to maintain and evolve its website. Pardot forms were implemented into the website, which will underpin future campaigns and converting prospects.

Questions?

Lizzie Powell

Strategy Director

Lizzie Powell

Rituals

Conquering the biggest data challenge

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Rituals was launched in 2000 and has grown into a must-have Home & Body cosmetics brand over the years. The goal of its campaign stems from their ambition for continuous growth: increasing revenue in its primary markets, namely the Netherlands and Germany, all the while growing in all other countries where Rituals resides (Europe and the United States). How? By partnering with Dept and improving their organic findability.

Duplicate pages: a true conversation killer

Each country has its own Rituals website, which is needed in order to ship the products to various countries. As a result, there are no less than 22 duplicates of the English website alone! It’s not great in terms of your SEO when you consider the large amount of duplicate content, significant fragmentation in authority and waste of crawl budget with more than one million pages. To give you an example, this is what happened in practice: people in France that used French search terms in their search ended up on a French website of Luxembourg. Due to duplicate content and incorrect hreflang tags which resulted in the wrong indexation. As a Frenchman, it wasn’t possible to check out on Luxembourg’s website version. In addition, if you switched countries on the website, the content of your cart wouldn’t automatically switch to the website version of the domestic country. And you end with an empty shopping cart: a true conversion killer.


Increasing revenue in its primary markets while growing in all other countries

In an attempt to solve this problem, we started a thorough rationalisation of all Rituals websites. This entails an extensive migration of all individual websites to one .com domain, focusing on “indexability”, “crawlability”, “authority” and “usability”. We kept the deadline of Fall in mind, so the rewards could be reaped in the winter season: the ultimate gift-giving season for Rituals.

Combining similar website pages together

Besides rationalisation, the right international tagging had to be added (“hreflang” and Search Console). And of course, each language had different countries and currencies. Because of the large number of pages and duplicates, Google failed to pick up on the pages in the way that it should have. The choice was made to make one version indexable per language/currency. The following considerations were taken into account:

  • The link value of the duplicates could not be lost, which is why 301-redirects were moved from the duplicate pages to the main page.
  • The pages that were to disappear still needed to be available for campaigns and check out, which is why duplicates of those pages were created. However, these duplicate pages aren’t visible in search engines. Consequently, a ‘disallow’ in the robots.txt (crawlability & indexability) and, for the completeness, a ‘noindex’ were added to the “new” duplicate pages.

Results

The migration to only one .com domain led to several positive results:

  • Greatly improved indexation
  • Crawl budget much better spent
  • Increased authority
  • Check-out on the website they entered organically
  • Revenue increased with 186% before Rituals peak season (winter)

Questions?

Jeanette Kerssens

Sales Director

Jeanette Kerssens-Kox

Swissmilk

SEO-success through customer orientation

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Swissmilk has been asserting itself as Switzerland’s most successful recipe platform for many years. In terms of search engine optimisation (SEO) hardly any topics are more competitive than recipes – and few areas rely on SEO as a traffic source more than recipes.

The Swiss Milk Producers (SMP) and Dept achieved a good positioning for Swissmilk despite the increasingly tense atmosphere. In doing so, the optimisation of organic search results as traffic channel nr. 1 was the highest priority. Throughout the last years, this project’s biggest success factor was the consistent alignment with the users’ needs.

Swissmilk asserted itself as Switzerland’s largest recipe platform

Starting point

SMP is the parent organisation of the Swiss Milk Producers, which is primarily working on the promotion of Swiss milk and associated milk products. In this context, SMP also runs Switzerland’s largest recipe database on Swissmilk. The content comprises of recipes containing milk products and tips and tricks around culinary art and nutrition.

Until summer 2016, a desktop and a separate mobile website were run simultaneously. SEO established itself as the most important traffic channel: more than half of the overall traffic between 2016 and 2017 was generated via organic search results. Because of this, it became more and more important to measure the incoming SEO traffic also based on qualitative criteria, meaning the quality of the content interaction. Especially when it comes to recipes, search engines increasingly operate with particularly highlighted illustrations such as the Rich Results comprising of, among other things, the Rich Snippets, Featured Snippets and Knowledge Graph integration in search results.

Challenges

Swissmilk is operating in a highly competitive market environment with numerous competitors such as Chefkoch.de, Betty Bossi and Annemarie Wildeisen. In 2017, the competition expanded by the recipe platforms belonging to the two leading retailers in Switzerland – Migros with “Migusto” and Coop with “Fooby”.

The share of mobile search queries has risen dramatically over the past few years when it comes to recipes. Many people experience “micro-moments” and automatically turn towards their phone when they have the urge to act, learn, try or discover something new. At the same time, search engines have tightened the demands for the mobile user-friendliness of websites. The necessity for Rich Snippets, Featured Snippets etc. is further shaping the requirements for content creation.

Another point to consider is the decrease in milk consumption in Switzerland due to the trend of alternative nutrition forms, such as low fat or vegan alternatives and the increase in food sensitivities such as lactose intolerance.

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Strategy

By focusing on these micro-moments, targeting was narrowed down, the content was reviewed and the KPIs were refined. SEO efforts were not primarily aimed at increasing traffic but at the optimization of the usage intensity of content (e.g. session duration, scroll intensity, download, print) as well as the increase in high-quality traffic. The SEO efforts were built around the idea of usability principles and the improvement of content interaction.

An analysis of current food trends revealed which content bears the biggest potential for traffic. Based on this, the recipe texts were reviewed and edited as needed. Furthermore, the library of recipes was expanded based on a targeted data-driven approach.

In order to differentiate between the target groups, the Blog Chochdoch was established to target a younger audience than Swissmilk . It posts recipes and videos as well as kitchen and culinary life hacks. In summer 2016, the switch to a responsive website with ongoing page speed optimization, server caching, image compression and deferred loading was implemented.

36%

Organic traffic increase

94/100

Mobile performance

Results

  • 36% traffic increase due to organic search results within two years.
  • Extension of visibility in organic search results despite the market entry of fooby.ch and migusto.ch.
  • Prominent positioning through Rich Snippets and Featured Snippets in organic Google search results.
  • Google Page Speed Insights Score Mobile of recipe pages with 94/100 points and a Google mobile speed rated as “Good”.
  • Differentiated KPI set with a focus on usability and strategic objectives: organic quality traffic for recipe content: > 25% compared to last year.

Questions?

Fabian Huber Dept e1627477935999

Senior Consultant Digital Marketing

Fabian Huber

Beiersdorf / Nivea

Digital proximity to the offline target group

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Nivea has stood for skin care for the whole family for over 100 years and enjoys the trust of customers worldwide. Since 2016, Dept has been supporting Beiersdorf in its digital transformation and developing the brand online.

Security 2.0

Nivea’s customers associate the brand with a feeling: The scent of Nivea cream reminds you of home and of beautiful moments full of security and family cohesion. The focus of Dept’s work is to convey this feeling even during the digital user journey – using appropriate content and products as well as through an emotional, personal and target group-oriented approach.

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Nivea – the ‘digital genius’ in the german FMCG sector

The ranking for the digital performance of FMCG brands published in March 2018 by one of the leading digital ranking companies, L2*, has named Nivea Germany’s market leader and the only ‘digital genius’ in the industry. In the study, this puts Beiersdorf and Nivea at the top of the rankings with a digital IQ of 157 – an improvement of three places compared with the previous year.

As part of the annual Digital Study, L2 awards points in the areas of ‘Website and E-Commerce’, ‘Digital Marketing’, ‘Social Media’ and ‘Mobile’, which are classified in five levels. Nivea was able to achieve the highest score in the resulting ranking and was also the only brand to be awarded the best possible rating of ‘Genius’. For L2, ‘digital geniuses’ are brands that reach their consumers through a variety of end devices and channels.

Closer to the customer email

The operational focus of the collaboration is on the management and further development of the content of Nivea.de. This includes digital campaign development (creation/design), data-driven email marketing, the management and further development of the loyalty programme ‘NIVEA FÜR MICH’ [NIVEA FOR ME] and the business analysis. With an individual approach and creative concepts, we establish digital proximity to Nivea customers day after day.

A consistent brand experience

We are constantly developing the digital presence of this skin care expert, together with Beiersdorf. We establish customer needs and identify the potentials of the Nivea product range, which we then profitably integrate into our digital marketing measures. This creates a harmonic user experience.

Questions?

Jan Gutkuhn Dept 01 1 e1627475039685

Managing Director

Jan Gutkuhn

Zeeman

A mobile-first website for a buzzworthy sneaker

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Why are some sneakers more expensive than others? To better understand consumer’s love for sneakers, Zeeman created two similar shoes: Hybrid Z, a limited edition shoe priced at 200 euros, and Basic Z, which costs 12.99 euros. To build the hype, Dept created a website that captured the essence of Zeeman but also conveys the story behind each shoe. The brand discovered that it’s not about the shoe itself, but actually building the hype which elevates the sticker price.

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More than just a sneaker

Zeeman is an international chain which carries quality clothes for the whole family at the lowest possible price. The Dutch retailer decided to produce two similar pairs of sneakers which only differed in their design and price tag to find out why some sneakers are so much more expensive than others. Persuade, Zeeman’s creative agency, approached Dept to design a website that would tell the story behind both pairs of shoes and build the excitement.

Quality marketing and the creation of scarcity helped build the hype

A website for all devices

Our goal was to design a website which enhanced the hype and created a feeling of exclusivity whilst staying true to the Zeeman brand. The design and website were created with a mobile-first approach in mind. All components built were then scaled up so the website would look great for non-mobile devices as well. The reasoning behind this was to create a perfect follow up from social media traffic.

Puzzling the pieces together, such as content production by Persuade and the design of Dept, was challenging in the limited time frame, but everything came together seamlessly. Our team delivered a website which could be used as a landing page for social media and advertising channels. The website is rendered purely on the client-side through React since it allowed our team to quickly set up the website the way we wanted. When a user visits the website, a Javascript file is downloaded that builds the website on a users’ device, as opposed to it being built on a remote server and then being served the pages from that server. Because of the anticipated large amount of visitors a content delivery system (CDN) was placed in front of the website. All static assets like images, video’s and fonts were served from this CDN taking away the network load from our own website. The CDN also optimised all assets decreasing their size, so users would experience an ever faster loading website.

It’s a single page application that has a homepage and two detail pages — one for each shoe. In addition to being multi-lingual, the platform tells consumers about each shoe, how they were made, the price and price explanation and where you can buy them. Lastly, one key feature our team implemented was the ability to easily switch between both product pages to better compare both shoes.

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Building the hype

Persuade established a strong marketing strategy to build the hype around the release of both sneakers. For starters, once the website was live, it was picked up by twenty to thirty news media outlets and blogs. Influencers also proudly dawned the exclusive sneaker on Instagram ahead of the launch, adding to the excitement. Zeeman had established an online raffle, linked to the sneaker website, which allowed 150 lucky people to register for a pair of shoes. This filled up within an hour of it being live. However, if people missed the raffle, the company also opened two special pop-up stores for a weekend in both Amsterdam and Antwerp. So by using sophisticated marketing and the creation of scarcity, Zeeman able to build and unleash hype. 

The outcome

The launch day was a huge success with over 168k unique visitors to the website, the official Zeeman site crashed because so many people wanted to buy the Basic Z sneakers, and there were lines around the block at both pop-up stores. 

What makes a pair of sneakers more expensive than another? Every aspect which surrounds the shoe. For example, in this scenario, the brand only produced 500 pairs of Hybrid Z, which means they had to contract a special producer. Additionally, the boxes the shoes came in were custom-designed which adds to the total cost. Also, because the shoes were dropped last minute, shipping expenses were higher. Lastly, the marketing strategy behind the shoe is a big expense, from designing a custom website to hiring influencers to wear the shoes, all these marketing methods quickly add up. Thus, Zeeman discovered that it’s not about the shoe itself, but actually building the hype which makes them expensive.

After the launch, all the profit from Hybrid Z was donated to the charity Save Our Sisters. Additionally, the website also won the Mobile Excellence award, a prize which recognises and rewards the best practices in mobile site design.

Questions?

Katy White

Client Director

Katy White

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