E-commerce Site Build, Launch, Promotion (2009)
E-commerce Site Build, Launch, Promotion (2009)
Consumer online launch
We appointed TheAgency based on their experience in the digital arena and brand marketing expertise. We needed a partner who could take on our web development and had the vision to take our brand to a wider audience. We have ambitious growth plans for the business and TheAgency has the knowledge and expertise to do that and more.
Rebecca Wright, Marketing Manager
Brief
Bloom & Co are a newly established online jewellery e-tailer, however they are a division of LMG (Loss Management Group) the UK’s leading fine art and jewellery insurance loss management group. The launch of the consumer brand is designed to utilise the current administration, supplier network and supply management of fine jewellery and precious stones, by taking this service directly to consumers at an increased margin. The site brand, build and sales process are instrumental to its success. The brief is to develop the Bloom & Co website, and drive consumer sales.
Key Insights
Purchasing bespoke high value jewellery online is still seen as a risk, and the current UK market is fragmented, still operating as a cottage industry. However recently certain brands have successfully launched mainstream, such as Hot Diamonds. The key is credibility, efficiency and keen pricing. The LMG support and heritage is paramount to Bloom & Co’s consumer success.
Our Solution
A robust content managed website, developed in Ruby on Rail for a modular open source solution and cost efficiency. The site’s launch scheduled post Christmas, to avoid anyu last minute product discounting, that could adversely effect the brand. The consumer traffic was driven using a combination of media channels, including online display advertising, paid search (PPC) and press advertising. This was supported by an active PR programme, and national road show targeting high net worth individuals in the UK.
Results
Post launch, we doubled their online business in under eight weeks, simplified the online customer journey based on usability tests, and identified profitable emerging markets. Cost per sale is under £20 with an average order value of £400, predominantly through search channels. Online display advertising and press help uplift seasonal variants. Consumer insight has revealed that the majority of high value customers are male, with female emerging as repeat purchasers.
