Designed with the customer in mind – following extensive customer feedback – the new website from British watchmaker Christopher Ward is set to drive growth for the retailer as it looks to tap into just how consumer want to shop.
Built by the digital commerce consultancy, Tryzens and powered by Salesforce, the new website is geared towards making each customer visit as intuitive and enjoyable as possible. It’s now easier than ever to configure a watch for instance – change the strap and size on the same page with no back and forth – and whether customers are visiting from a mobile, tablet or desktop the experience is consistently seamless.
Building on its existing website – which typically saw 45,000 to 100,000 visits weekly across the UK and US – this new and improved version holds a wealth of information (and other content) designed to assist customers in their journey to purchase. Each timepiece has both short and long descriptions – so customers can easily find everything they need to know – which are complemented by beautifully clear photos and video assets.
More than just a digital store, the new site is also home to Loupe – an editorial section (and name of the brand’s inhouse magazine) – which holds in-depth articles on everything from pop culture and sport to pop music and film. There’s also a ‘Find Out’ section which lifts the lid on the more technical elements of watchmaking.
In a seminal year for the brand which saw the new C60 Sapphire watch reach record levels of sales supported by the first ever TV advertising campaign, Christopher Ward’s new and improved online experience represents its largest ever single infrastructure investment.
Mike France, CEO and Co-founder at Christopher Ward says: “The ambitions we have for Christopher Ward requires us, as the world’s leading online-only premium watch brand, to deliver a world-class brand and shopping experience for our customers. Our new site is a huge step towards the achievement of those ambitions.”
Andy Burton, CEO at Tryzens, adds: “Christopher Ward is a great example of a British brand that has been able to deliver a digital experience that truly immerses the customer in the brand story. Now more than ever, it’s important for brands to remain competitive and capture the customer’s imagination – this new offering does exactly that while making it all transactional.”