Digital Audit | User Testing | E-Commerce Strategy
Fashion retailer with 30 outlets in Ireland and the UK
B2C
Our client had an existing e-commerce platform which was under-performing versus that of its main competitors and IMS Marketing were requested to develop an e-commerce strategy for the business.
The e-commerce strategy needed to consider not only the front-end website requirements of a modern online shopping experience but the complex integration requirements associated with inventory management.
Our process was comprehensive and involved the following:
A digital audit was completed on the existing website and benchmarked with that of other competitor websites.
Focus groups were conducted with customers to understand their experience and expectations of a new e-commerce website.
Workshops were conducted in-house to understand all back-end process flows from an inventory and marketing perspective and how these would impact on the new website functionality requirements.
Once our analysis was complete, we prepared a detailed functional brief for the new website and evaluated a number of e-commerce platforms for our client. Our final recommendation was presented at board level along with return-on-investment projections resulting from the new website.
Our e-commerce strategy was accepted in full at board level by our client who have subsequently invested in their new e-commerce platform. This was a highly complex project of strategic importance for our client in which IMS exceeded all expectations from a timing and budget perspective.
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