Luxury online jewellery retailer Annoushka, which aims to bring a strong female voice to the traditional world of fine jewellery, relaunched its website back in September. It also celebrates its 10th anniversary this year. To celebrate (both!) it created pieces that elegantly adapt to the lives of the increasing number of women buying jewellery for themselves.
The brand’s trademark is a bold combination of playfulness, wear-ability and daily glamour, all crafted in 18ct gold and precious stones.
The team at Annoushka felt that the company’s old site was outdated and didn’t reflect the values of the brand. The team wanted its online experience to reflect the mission to design creative, fine jewellery for modern women.
Coming to the end of their license with their previous platform, Annoushka decided to assess the landscape to find the best way to harness digital growth. The team wanted an offering that would grow with the business and allow them to expand into new regions and offer the latest features.
Luxury eCommerce has the challenge of effectively communicating a brand story and the intricacy of a product in a tangible way. Annoushka wanted to leverage the power of video, mobile, merchandising and machine learning to better connect with customers, communicating more about the product and the way it’s created. To succeed, it was vital to cut through with great content and superior service.
The Solution
Annoushka partnered with Tryzens to perform a comprehensive review of the digital commerce landscape and Annoushka’s key requirements. Keeping in mind that Annoushka has a small team that needs to remain lean while producing a superior offering, the team’s selected Salesforce Commerce Cloud as their preferred platform.
Tryzens worked closely with Annoushka on an incremental approach, prioritising a rapid launch and adding more functionality as the project progressed. All of this enabled a strategic focus on customers and storytelling rather than focusing on day-to-day trade at an operational level.
A significant driver behind the decision was rapid global expansion. The brand expanded from four to seven regions with the launch of their new platform and the architecture Tryzens engineered has become the foundation for a larger global offering. Store staff can now leverage the website as a global storefront with global footfall, providing more opportunity for support and growth.
The solution succeeded in increasing traffic and conversion, with a more SEO-friendly offering, improved load times, richer page design and a greatly improved checkout.
Site features
So what did Annoushka get>
- Product Focus – Bespoke landing pages and product pages cater to Annoushka’s unique products – making it easy to navigate and explore while featuring the products in a beautiful way. Product search has been greatly improved with richer, visual results, and boasts AI product suggestions.
- Customer Connection – Live chat provided by Hero connects customers, wherever they are, to in-store advisors. Customers can use text or video to chat with advisors in a personal experience that brings the product to life. The site sees a large number of orders come through live chat. It enables personal connection and allows customers from locations without a physical store to see and learn about a product through guided selling.
- Rich Storytelling – Dynamic content throughout the customer journey allows Annoushka to tell the evolving story of their brand. The design of the new sites has given the team freedom to feature and experiment with bold campaign images, rich content and the playfulness that defines the brand. Through integration and platform tools, content pages across the sites now feature a variety of photography, animation and shoppable images to engage the customer.
- Global Reach – Annoushka’s digital offering operates across seven dedicated regions, providing product guidance, support and commerce around the world. Customers can browse stores with local content in six currencies and pay using Paypal, Apple Pay, Visa, Mastercard, Maestro, Amex and China Union Pay.
108% increase in mobile revenue
82% increase in transactions
38% increase in conversion
“We wanted an offering that would grow with us and allow us to expand into new regions and offer the latest features,” comments Sophie Litvinoff, head of marketing & ecommerce at Annoushka. “Tryzens were invaluable in helping us to map out and implement our new digital flagship to help us reach our global trading potential.”
