Case Study: Retail

Increasing sales and accessibility through a UK clothing website

Digital transformation expands visitors, geographies, and sales by 113%

Overview

A UK-based client wanted to improve its online customer experience (CX) to improve sales and facilitate expansion into a new, distant market. HGS overhauled the retailer’s online presence with a new, mobile-friendly ecommerce portal, SEO, better analytics, integrated chat, product inventory updates, geo sensitivity, and baked-in offers (e.g., discounts, points, campaigns).

113% increase in sales

30%increase in new visitors

60%visitors on mobile devices

Client background

The client is an authentic UK yoga clothing company.

Business challenge

This client was looking to grow and expand their category beyond the UK and into the Asian market. There was definitely room for growth and enhancement, as the company’s online presence was an ineffectual product showcase and sales tool, with problems such as recessed global navigation, no carousel banner control or search options, and weak product categorization. The client was hoping HGS, with its extensive CX and retail expertise, could redevelop and define the brand identity, while boosting ecommerce revenue with a revamped website.

The solution

HGS had experience with the creative ecommerce solutions that could make a dramatic difference as well as the technical talent to build a new ecommerce platform.

New web platform and presence

HGS built a completely new online presence using Magento, ensuring that a brand image was created and maintained with a fully functional and SEO-enabled web site, effective keywords, extensive analytics, and quality link building. HGS also provided integrated third-party expertise for a shipping, billing, and payment gateway, enabling the new site to support multiple partner/supplier/trader profiles.

Fully loaded and integrated site

HGS built features such as selective discount visibility, a loyalty points system, and agent-supported grievance redressal. The new site was set up to communicate seamlessly with the client’s existing POS, ERP, and CRM systems. Continuity improved with linked email campaigns and banners for themed events, festivals, and discount pricing. To reduce cart abandonment, customers are engaged with a proactive digital-assist chat feature and user-friendly “contact us” support.

Geography-specific experiences and options

HGS created a geographic-sensitive product inventory module with location-specific prices through a multi-warehouse. The module includes country-specific tools and accommodates complicated buyer profiles. Powerful admin tools are used, as well as integrated loyalty point systems. This client’s (and their partner’s) customers can now view products available in their geography, matched to suppliers who can more effectively and efficiently manage their orders.

Results

The new site — with user-friendly engagement, reliable and integrated ecommerce, SEO, analytics, and multi-warehouse support — has yielded revenue increases via new participation as well as significant retention gains. The client now enjoys improved website search rankings, location-specific pricing, reduced shopping cart abandonment, increased brand awareness, plus:

148% spike in website visits

30%increase in net new visitors

60% increase in visits from mobile devices

113% increase in sales conversions

Global locations

USA • UK • Canada • UAE • India • Philippines • Jamaica

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