Ralph Lauren

Una experiencia de regalo personalizada para Ralph Lauren

Ralph Lauren Red scaled

La marca de moda de lujo Ralph Lauren se fundó en 1967 y es líder mundial en el diseño, mercadeo y distribución de productos de lifestyle premium, que incluyen ropa, accesorios y muebles para el hogar, entre otros. Durante más de cinco décadas, su reputación y su imagen distintiva se han desarrollado constantemente en una cantidad cada vez mayor de productos, marcas, canales de venta y mercados internacionales.

Para la temporada navideña de 2021, Ralph Lauren invitó a BYTE/DEPT® a encontrar una manera de elevar su experiencia de regalo existente dentro del espacio digital.

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El desafío: desarrollar un vínculo fuerte

El objetivo era proporcionarle a sus usuarixs un método más inmersivo y personalizado para elegir el regalo perfecto, haciendo coincidir sus intereses con productos compatibles disponibles en el sitio web de Ralph Lauren. Querían desarrollar un fuerte vínculo entre la identidad de marca de Ralph Lauren, el asistente digital y el cliente, rompiendo cualquier barrera de comunicación y potenciando la experiencia para encontrar el regalo perfecto.

Esto se combinó con el deseo de ser pionerxs en comunicaciones de vanguardia con sus clientxs, aprovechando mecánicas emergentes e innovadoras para dar vida a la experiencia del regalo.

La solución: un chatbot para los regalos

Combinando información basada en datos de chatbots de regalos anteriores con características innovadoras de la plataforma de Instagram, creamos uno de los primeros chatbots de Instagram de marca disponibles en la industria y en todo el mundo.

Optimizamos la estructura de la conversación en función de los datos recopilados de los bots de regalos de Messenger y WhatsApp que ejecutamos anteriormente, para garantizar la mejor experiencia para lxs usuarixs durante la temporada navideña y más allá. Sabemos cómo se comportan lxs clientxs y qué les gusta cuando compran regalos, y lo hemos llevado al siguiente nivel en Instagram.

Una experiencia personalizada

La conversación lo lleva a través de un viaje personalizado para descubrir el regalo perfecto, tal como lo haría en la tienda insignia de Ralph Lauren en Bond Street en Londres.

  • Decinos para quién estás comprando y su estilo.
  • Combiná su estilo con el regalo perfecto utilizando perfiles de gusto personalizados.
  • Refiná su búsqueda con filtros dinámicos (como precio o ropa exterior) que recuerdan su historial de búsqueda y adaptan las recomendaciones en consecuencia.
  • Disfrutá la funcionalidad de NLP que te lleva a páginas de productos específicos cuando se escribieron ciertas palabras desencadenantes.
  • Obtené recomendaciones de productos personalizadas a partir de un feed dinámico de productos.

Hicimos uso de potentes funciones de descubrimiento que incluyen respuestas automáticas a las menciones en historias y mensajes directos para generar nuevas conversaciones de manera rentable. También construimos una serie de activos creativos que se canalizaron a las campañas pagas de Ralph Lauren para dirigir el tráfico al bot.

Uno de los primeros chatbots de Instagram para una marca en el mundo

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Resultados sobresalientes

Nuestro chatbot de regalos obtuvo excelentes resultados en sus primeros meses.

Promedio de 12k usuarixs mensuales entre el 21 de dic y el 22 de mar
Hemos visto un tráfico muy saludable en el bot, con 3,5 veces más usuarios en Instagram en comparación con Messenger y WhatsApp combinados.

82% tráfico orgánico
Más del 80% de los usuarios conocen el bot de forma orgánica, lo que lo hace muy eficiente en comparación con las campañas de medios pagados. Esencialmente porque reciben tráfico de alta calidad sin gasto en medios.

6 minutos de tiempo promedio dedicado al bot
Esto es 3 veces más alto que el tiempo promedio dedicado a nuestros otros bots de obsequios, lo que demuestra que lxs usuarixs tienen una buena experiencia.

2.7% tasa de clics al sitio web
Casi el 3% de lxs usuarixs que aterrizan en el chatbot visitan el sitio web y muestran intención de compra.

0,4% de usuarixs entregados a Atención al Cliente
Solo el 0,4% de los usuarixs requirió una transferencia a un agente de Servicio al Cliente en vivo. Esta es una de las tasas más bajas que hemos visto en la industria.

Con el chatbot ahora implementado con éxito en 4 mercados (Reino Unido, Italia, Alemania y Francia) en 4 idiomas, estamos buscando una mayor expansión en más mercados globales de Ralph Lauren para 2022.

¿Preguntas?

Lead Technology Planner at BYTE/DEPT®

Maria Temneanu

Simple Feast

Un nuevo e-commerce para una marca de alimentos B Corp

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Simple Feast, una B corp certificada que ofrece kits de comida a base de plantas a consumidorxs en Dinamarca, Suecia y los EE. UU., recurrió a DEPT® para crear un nuevo ecommerce. Como B Corp certificado, DEPT® estaba en una posición perfecta para crear una plataforma digital que refleje la sostenibilidad, la calidad y la comodidad que representa Simple Feast.

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Simple Feast pone la sustentabilidad primero

En Simple Feast, la misión es simple: crear la comida sostenible del futuro. Con sus kits de comida hacen que sea fácil y delicioso comer de manera saludable, orgánica y respetuosa con el ambiente. Los menús son desarrollados por algunxs de lxs chefs más importantes del mundo y se entregan en recipientes listos para llevar, de modo que las personas ocupadas puedan reunirse fácilmente alrededor de la mesa para cenar con excelente comida preparada desde cero.

La comida que obtienes en tu kit de comida Simple Feast es 100% vegana, orgánica y de origen local. Y la pasión por la sustentabilidad no se detiene ahí: todos los embalajes y cajas de entrega se pueden reutilizar una y otra vez.

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El desafío: un rebelde en el mercado del Océano Rojo

Los kits de comida por suscripción son un mercado de “Océano rojo”, donde la batalla para atraer y retener clientes es continua e intensa. Para tener éxito en su misión y defender el mensaje de sustentabilidad, Simple Feast tenía que sobresalir entre la multitud. Por eso era crucial que el nuevo sitio transmitiera su misión claramente, reflejando su identidad de marca.

El nuevo sitio necesitaba dejar en claro a lxs clientxs lo que están pagando cuando compran un kit de comida. Elegir Simple Feast no es solo una cuestión de comodidad y calidad, también significa contribuir a un mundo mejor y más sostenible.

Otro objetivo del proyecto era aumentar las ventas de la gama de productos ‘Essentials’ de Simple Feast, que incluye yogur a base de plantas, granola casera y frascos de comida reconfortante lista para calentar. Por lo tanto, al construir el sitio, era importante asegurarse de que la gama Essentials se introdujera como un complemento natural para los kits de comida.

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La solución: rebelde y fácil de usar

La agencia creativa Waaitt diseñó la identidad visual que DEPT® luego desarrolló digitalmente para implementar en el sitio web. El estilo es fuerte, audaz y poco convencional. Con sus colores brillantes y fuentes nítidas, la expresión visual comunica precisamente la actitud rebelde que es una parte tan importante de la identidad de marca de Simple Feast.

El sitio tenía que ser fácil de usar y funcionar en los tres mercados de Simple Feast: Dinamarca, Suecia y EE. UU. Para alcanzar el equilibrio adecuado entre reconocibilidad y rebeldía, nos inspiramos en las mejores prácticas del ecommerce y nos enfocamos en sacudir las convenciones a través de un diseño sólido.

El objetivo era crear un sitio web que presentara a Simple Feast como favorito en la comida del futuro. Así que necesitábamos crear un lenguaje de diseño que fuera al grano y se destacara entre la multitud. La solución fue recurrir a la autenticidad cruda. Para llegar al núcleo del mensaje de la marca, mantuvimos la expresión sencilla, con cuadrículas e imágenes que llegan hasta el borde de la página. En otras palabras, creamos un sitio que es como su marca: simple.

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Una marca B Corp que deja huella

Simple Feast es una marca audaz. Su producto principal no es solo otro kit de comida; es alimento creado con ambición y consideración. Y lo mismo ocurre ahora con su sitio.

Junto con Simple Feast, hemos creado una representación digital única de la marca. El rediseño de las subpáginas aún está en proceso, pero la misión de hacer brillar el espíritu activista de la marca ya está completa.

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Es un placer trabajar con marcas ambiciosas que también se preocupan por la sostenibilidad. Por eso ha sido genial ayudar a otra empresa B Corp, Simple Feast, en su misión de hacer del mundo un lugar mejor, una comida a la vez.

Marie Spliid Kirkegaard, UX Manager at DEPT®

Descubrí su website

¿Preguntas?

UX Manager

Marie Spliid Kirkegaard

JBL

Amplificamos la presencia de la marca JBL en Amazon

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JBL es una marca estadounidense de productos electrónicos de audio, mejor conocida por producir parlantes y auriculares. FACTOR-A/DEPT® asumió el desafío de optimizar su enorme cartera de productos en Amazon en múltiples mercados, aumentar su brand awareness y mantener una imagen consistente en todos los canales.

8

Mercados

200+

ASINs únicos

3

Categorías de producto

Construyendo una marca en Amazon

JBL nos pidió que optimizáramos el contenido de sus productos en múltiples mercados, mientras construíamos y manteníamos una imagen de marca consistente. Necesitábamos desarrollar una presencia de marca fuerte en Amazon para que JBL llegara a nuevxs compradorxs y atrajera a clientxs leales.

El objetivo principal de este proyecto era lograr una presencia de marca eficiente en Amazon. Cultivar el éxito no solo para el presente, sino también prepararse para el éxito en el futuro.

Un enfoque integral

Tomamos un enfoque integral, trabajando para cumplir con las regulaciones de contenido de Amazon mientras nos mantenemos fieles a la imagen de marca internacional de JBL, manteniendo un enfoque centrado en e cliente y aumentando el reconocimiento de la marca y la consideración del producto.

Cuando se trabaja con una cartera de productos tan grande en múltiples mercados y categorías, puede ser complicado mantener una imagen de marca uniforme y optimizar el contenido de forma eficiente. Para JBL, desarrollamos una guía maestra de diseño con un concepto único que se puede aplicar a todos los tipos de contenido en todos los mercados.

Esto, combinado con nuestra experiencia en Amazon y nuestro conocimiento local, nos permitió impulsar de manera sostenible el desempeño de JBL mientras creamos una imagen de marca internacional sólida. En combinación con la creación de contenido, implementamos el monitoreo de contenido para garantizar el mantenimiento de la estrategia.

4 Pillars of Brand Building on Amazon

Creación de contenido eficiente y relevante

Consistencia

Eficiencia

Relevancia

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Tipos de contenido

(Premium) A+ Content

Brand Store

Creación de marca en Amazon: trabajamos con los diseños proporcionados por JBL para mantener una imagen de marca uniforme en cada tipo de contenido.

Amazon JBL Brand building on Amazon

Construcción de marca en todos los productos: nuestra guía de diseño aseguró una apariencia consistente en múltiples tipos de productos.

Amazon JBL Brand building across products

Construcción de marca en todos los mercados: al aplicar nuestro concepto a cada mercado, construimos una imagen de marca reconocida a nivel mundial, independientemente del país en el que los clientes estén comprando.

Amazon JBL Brand building across marketplaces

Monitoreo de contenido optimizado para garantizar una calidad continua

La energía y los recursos utilizados para crear contenido relevante y optimizado para JBL solo se aprovechan por completo cuando se supervisan y miden los resultados. Debido a la alta posibilidad de desviación de contenido en Amazon, nuestro contenido optimizado no siempre se mantiene como la versión en vivo.

Implementamos el monitoreo de contenido para la cartera de JBL con el fin de:

  • Observar la sobrescritura de contenido ya optimizado
  • Detectar y corregir rápidamente cualquier cambio
  • Supervisar y adherirse a los cambios en las reglas de Amazon
  • Mantener vivo y optimizado el contenido previsto en todo momento

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Presencia de marca y ahorro de tiempo

Con la ayuda de FACTOR-A/DEPT®, JBL ha construido una presencia de marca fuerte y uniforme en todos los productos, categorías y mercados. El concepto de diseño de contenido y la implementación han impulsado la escalabilidad y reducirán el tiempo a la mitad para la futura optimización del producto.

¿Preguntas?

Head of Editorial at FACTOR-A/DEPT®

Katharina Lurz

Wilson

Refrescando una marca centenaria para el mundo de hoy

Junto con DEPT®, Wilson lanzó una misión de marca nueva: “empoderar a cada ser humano para que viva la vida como unx atleta”.

Sobre esta base, nos propusimos actualizar la identidad de la marca y ejecutar una estrategia de lanzamiento digital para Wilson Sportswear desde el concepto hasta la producción.

La necesidad de luchar por algo

Wilson, la icónica marca estadounidense de artículos deportivos, llegó a nosotrxs en un punto de inflexión.

La empresa había estado en el centro del deporte durante más de un siglo, fabricando productos duraderos de altísima calidad como pelotas, bates, raquetas, palos y guantes para dar ventaja a lxs atletas. Si bien sus productos eran bien conocidos por lxs atletas de todo el mundo, se estaban preparando para dar un salto y lanzar su primera línea de ropa. En ese momento, reconocieron que la marca necesitaba representar algo más grande.

Comenzamos analizando la marca a través de una auditoría visual y entrevistas con empleadxs y atletas para comprender la percepción que existía sobre la marca y el papel que juega el deporte en sus vidas.

Aprendimos inequívocamente que los deportes le importan a su audiencia. Añaden significado a sus vidas. Les enseñan cosas.

No reinventás una marca de 100 años. Encontrás su alma y le das espacio para crecer.

No hay atletas de primetime.

No hay competencia feroz. Ni ganar o perder.

Nuestro equipo creativo decidió mostrar solo atletas que juegan por amor al deporte.

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Redefinir atleta

“Atleta” se considera un título reservado para unxs pocxs Evoca ideas de habilidad física y fama de renombre. Cuando las personas piensan en “atleta”, piensan en lxs que ven en la televisión. Sangre, sudor y lágrimas. Medallas y copas. Personas que salen a la cancha y firman camisetas.

Nuestra estrategia de lanzamiento al mercado para el primer año de Wilson Sportswear fue desafiar estos estereotipos al representar el espíritu atlético que vive dentro de todxs nosotrxs y juega sin esperar nada a cambio más allá de la satisfacción de hacer deporte.

Wilson branding

Colaboración enérgica a pesar de las adversidades

Diseño y desarrollo de productos, en sincronía

El momento de nuestro trabajo de identidad de marca permitió a los diseñadores de BASIC/DEPT® explorar y refinar un nuevo lenguaje visual para la marca Wilson mientras sus equipos internos desarrollaban la colección inaugural de Sportswear. Como resultado, pudimos influir en todo, desde el packaging hasta las etiquetas, incluso la marca en la colección misma.

Guías de estilo

Empoderar a un equipo global para crear consistencia a largo plazo. Creamos un brand book completamente nuevo que comprende un sistema de diseño, pautas de fotografía y material de cultura empresarial.

Lanzamiento en redes

Para el primer año, propusimos orientar la marca en torno a drops quincenales. Este formato ya está probado en la categoría y le dio a Wilson una forma de establecer un flow de historias de productos basadas en momentos culturales, cápsulas y colaboraciones.

Producción de contenido remota

Las restricciones de la pandemia no nos detuvieron. Pudimos planificar y producir sesiones de varios días en Los Ángeles de forma segura para mantener la fase de lanzamiento y los meses siguientes.

¿Preguntas?

VP of Growth

Asher Wren

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?

Client Director

Katy White

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?

Director Web3 & Partner

Jan Gutkuhn

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?

Senior Consultant Digital Marketing

Fabian Huber

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?

Sales Director

Jeanette Kerssens-Kox

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?

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.

Fragrance2

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?

Technical Project Lead

Chris Clark

Mantengámonos en contacto!

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