Harveys

• 
• 
• 

Consumers of Harveys needed a seamless buying experience. So we redefined the website functionality around their needs; removing barriers and streamlining the buying process. We also integrated all sales data and affiliate content syndication with the telesales interface and back-office systems. In doing this, we significantly increased traffic and revenue through the site.

Challenge

Increase online revenue by 12% through integrating and improving customers’ online shopping experience.

Solution

To identify how to deliver a unified customer journey we undertook detailed research and analysis in-store and online. The findings showed that 86% of people who visited the stores created their initial furniture short listing online.

The findings also identified that the website needed to be designed to support four different customer behaviours: research and short listing, planning store visits, purchasing, and after sales service. Advertising and the retail experience also needed to be integrated with eCommerce. The new interface and functionality addressed these issues and resulted in improved conversion and revenue.

Within the product pages we developed a number of design solutions that positioned product information, pricing and promotional hierarchies to identify the optimal design. We multivariate tested the different designs against the original and established the best solution.

One of the main challenges of eCommerce is to seamlessly integrate the customer interface with internal content, inventory and business systems. The present solution relied upon manual intervention that prevented a seamless customer experience.

We also identified where system integration would reduce manual overhead and errors, as well as improving conversion and revenue.  As a result, we integrated all sales data, affiliate content syndication and the telesales interface with proprietary back-office systems. In doing this, Harveys were able to release three full time staff members to focus on customer-facing services and sales.

Results

Our testing of alternative layouts, descriptions with the prominence of calls-to-action on product pages and the realigned registration process led to 300% uplift in sales over a single bank holiday weekend.