Fast-track Transformation: Robert Graham’s eCommerce Overhaul
Challenge:
Robert Graham, a luxury lifestyle brand, had built a robust eCommerce business. However, as growth began to plateau and their customers became conditioned to shopping during sales, the company recognized the urgent need for a transformation. Their goal was to shift away from over-reliance on discounting and refocus on delivering a compelling digital customer experience befitting their high-end brand.
Approach:
Understanding the need for quick yet strategic action, Chameleon Collective placed an interim Head of eCommerce within Robert Graham. This leader was charged with defining a new digital strategy in the months leading up to the crucial holiday season. The tactical action plan included a complete overhaul of the site design and user experience, the introduction of a customer segmentation strategy to tailor content and messaging, the creation of new reportingsystems, the implementation of cross-functional processes, and a comprehensive digital marketing strategy and plan. To ensure seamless execution, Chameleon Collective brought in additional expertise, including a Digital Marketing Strategist and Performance Marketing Specialists, to manage all aspects of digital marketing.
Outcome:
Our swift action and strategic insights enabled Robert Graham to evade a path leading to brand devaluation, refocusing instead on a more tailored eCommerce solution. The result? A noteworthy 18% year-on-year increase in conversion rate and a 10% year-on-year boost in sales over three months. Beyond these immediate results, our team established a solid digital marketing foundation for the brand and recruited a permanent Head of eCommerce to carry forward the digital transformation.
