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CASE STUDY How luxury online jeweller Annoushka struck gold with new ecomm platform

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Luxury online jewellery retailer Annoushka has launched a new ecommerce platform across EMEA and APAC to deliver a first-class experience to its customers. This future-proofed solution will offer personalised experiences, integrate video live chat with personal shoppers, more payment options and enhanced search and analytics.

In an intensely competitive market – and with a goal of having a third of revenue come from its ecommerce business in three years – Annoushka needed a strategic approach to improving digital shopping experiences for its customers. Working with Tryzens, Annoushka selected Salesforce to deliver an enhanced customer and brand experience across multiple channels, devices and global regions, with faster site speed, performance and uptime.

Since the rollout of the solution, Annoushka has seen phenomenal growth in conversion and mobile revenue. This is largely due to having a faster checkout process, advanced payment options and improved front-end capabilities for a richer, more engaged and highly personalised experience. The results from predictive merchandising have also been positive, and Annoushka is now exploring how various A/B testing impacts customer behaviours.

Sophie Litvinoff, Head of eCommerce at Annoushka, explains: “At Annoushka, we are proud to offer our beautiful jewellery exclusively in 18 carat gold and precious stones, and so we wanted to ensure that same quality in the way we service our customers, offering an online customer experience to match across any device, anywhere in the world. Thanks to our work with Tryzens and Salesforce, we have been able to create a digital experience which helps us engage with our customers directly, while reflecting the personality and quality of our brand.”

Jamie Merrick, Director of Strategic Solutions, Salesforce Commerce Cloud, adds: “The retail landscape has been fundamentally changed by technology, and brands need to use all the tools in their arsenal to differentiate their brand and build loyalty through customer experiences that stand out. Annoushka is a perfect example of a brand that is doing exactly that, with its results so far proving that a 360-degree customer view is crucial if retailers are serious about driving growth and taking market share in today’s highly competitive landscape.”

Andy Burton, CEO, Tryzens, says: “With a more competitive retail market than ever, luxury brands like Annoushka need to deliver a superior customer experience across every channel, including their online presence. Throughout our work with Annoushka our shared focus has been on improving functionality and the shopper journey, and we wanted all of this whilst allowing Annoushka to maintain a lean team. The new site highlights the care Annoushka puts into understanding its customers’ wants and needs, maintaining the values of the brand and driving  the business’ online presence with sustainable growth strategies.”

Annoushka’s ecommerce platform is live in the UK, US, Hong Kong, Canada, Europe, Australia and New Zealand plus an international site for rest of world.

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