Luxury accessories brand, Lulu Guinness, has improved dwell times and conversion rates with a new e-commerce platform and website from Astound Commerce, the leading digital commerce agency and systems integrator, after the brand identified its digital proposition as a key growth driver.
Founded in 1989, the brand’s sophisticated silhouettes, humorous embellishments and adventurous accessories have become cult favourites around the world. The brands central motif, the distinctive Dali-esque lips clutch, has transported Surrealist art into mainstream popular culture.
With multiple stores, including a main store at St Christopher’s Place near Bond Street, London, online is becoming increasingly important to Lulu Guinness with more than a third of business turnover coming from digital channels.
However, the legacy site did not have the functionality necessary to allow the brand to achieve their full sales and branding potential within the UK and abroad. In 2018 Lulu Guinness partnered with Astound Commerce who replatformed the business from Magento to Salesforce Commerce Cloud and redesigned the site, immersing customers into the world of Lulu Guinness while providing an informative, simple and streamlined purchasing process.
Load time on the new site has been reduced by 31% from 5.7 to 3.9 seconds while dwell time has increased by 3.8% YOY measurement from 1 – 10 minutes. Conversion rates increased by +4% YOY at 1.68% and the percentage of return visits sits at 60% of the audience mix.
Central to the creative process was putting the brand visual identity at the heart of the online experience and the famous lips icon became the cornerstone of the new site design.
Astound Commerce also introduced guided search functionality, better connection between home, product and category page management and enhanced payment options including Apple Pay. Swifter payment options have been key to improving conversion metrics with mobile now accounting for 50% of site traffic since the new site launched.
A key reason for moving to a Salesforce Commerce Cloud was to bring more content onto the website to facilitate the customer journey for people who are new to the site and continue to increase dwell time and engagement. With an increasing proportion of traffic to the site coming directly from social media, and more of these visits converting into sales, social has been given a prominent role onsite with a page dedicated to social media content including user generated content (UGC) to showcase how customers can wear or style a product, through the #HowDoYouLulu hashtag, and linked Instagram shop.
Paul Spinks, managing director at Lulu Guinness, comments: ‘With digital becoming increasingly important to the business it was natural for us to partner with Astound Commerce to guide us through the process of replatforming as Astound’s reputation in this area speaks for itself.”
Astound’s creative process was key in distilling the sophisticated and humorous Lulu Guinness personality and bringing it to life online. Through the work with Astound Lulu Guinness have the site they need to delight their online customers and meet their digital business goals.
Astound Commerce UK managing director, Terry Hunter, commented: “Lulu Guinness wanted an e-commerce platform that was not only future-proof but also visually desirable and engaging as this is a brand at the very forefront of fashion and creativity. That is what Astound have delivered. We are proud to have helped pathed the way for Lulu Guinness up to become a leading omni-channel fashion brand.”
Astound Commerce will also manage support and upgrades for Lulu Guinness going forward making this a long-term strategic engagement.