Client Overview
- Legacy Brand: Juliet India boasts a legacy of 50 years in the lingerie industry with a manufacturing capacity of producing 1 lakh pieces daily.
- Product Range: Offers a diverse product range, including bras, panties, camisoles, western wear, and nightwear.
- Shift in Focus: Recognizing the changing consumer behavior, Juliet India is evolving from a traditional offline brand into a robust online powerhouse, prioritizing seamless online shopping experiences.
Challenges
- Lack of Vision: Transforming an established offline brand into a customer-centric online powerhouse.
- Marketplace Dependence: Heavy reliance on Amazon and Flipkart-managed marketplaces for online business sustenance.
- E-commerce Transition: Transitioning from a catalogue site to a full-fledged e-commerce platform using WooCommerce, lacking essential e-commerce hygiene and a customer-centric approach.
- Outdated Website: The website needed to have updated design, visuals, and information flow.
Impact
- Website Challenges: Managing an outdated website with no technological upgrades adversely affected the customer journey and buying experience.
- Customer Support: Absence of a customer support system and backend for order tracking and management.
- Stagnant Revenue: Monthly revenue stagnated at Rs. 70,000.
Strategy and Implementation
- Competitive Research (Websites): Conducted qualitative research on seven e-commerce websites to understand user flow, category pages, product description pages, features, modules, and trust-building sections to enhance the ease of purchase.
- Competitive Research (Brands): Analyzed the competitive landscape, brand communication, product range, pricing, and quality in the market to position Juliet India effectively. Shopify and Modern Theme: Implemented Shopify 2.0 coupled with a contemporary theme equipped with essential e-commerce modules.
- Prioritized user-friendly product selection, size discovery, and product range exploration.
Results
- Mobile-First Redesign: Achieved a stunning mobile-first design, facilitating easy browsing and product discovery.
- Customer-Centric Focus: Emphasized a user-first approach by enhancing product and category presentation.
- Revenue Boost: Successfully doubled the online revenue solely through website redesign. Improved Metrics: Achieved Rs. 1.40 lakh in revenue with an improved Add-to-Cart rate at 5.16% and a conversion ratio at 1.71%.
Conclusion
- Making a customer-first website helps users have a top-notch experience shopping on the website
- Easy to browse products and features, helping customer shop easy with confidence
- Improving the store revenue by 50%, building further boost to brand’s online transformation journey
