Cath Kidston gets creative with online content for seasonal campaigns

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Ecommerce

Customer
Cath Kidston

The Christmas trading period is no place for the faint-hearted

At Cath Kidston, creativity, fun and nostalgia are part of our DNA. We now have the ability to let our creativity flow and the broad range of grid layouts allows our assets to shine.

Laura Bailey, Website Manager, Cath Kidston

Every year retailers face more and more competition to attract customers and give them the experience they expect. With this in mind, Cath Kidston wanted to create an online Christmas shop to help promote a range of exclusive gifts available during the festive period. Above all, the new section had to make it simple for customers to find what they were looking for – and easy to buy from.

 

With a short timescale for the project and no margin for error during retail’s peak trading period, it was vital that the new Christmas shop was easy to manage and maintain, enhanced the customer experience and chimed with the company’s brand – which values creativity, fun and nostalgia.

 

By using our platform’s Fresca Create suite of tools, our solution made it a breeze for staff to manage the site and make changes on the fly, and ensured everything was compatible across multiple devices. As a result customers spent 363% more time than the site average in the Christmas shop, helping to generate a total online revenue increase of 9% (month-on-month).

By working with BT, we have been able to give our customers a rich shopping experience, while building brand affinity.

Laura Bailey, Website Manager, Cath Kidston

The section combined key elements of the brand’s visual identity with classic Christmas imagery – with a variety of promo banners and an animated main banner. The category pages listed different gift types, such as ‘gifts for tech lovers’ or ‘gifts under £50’. And all of the gifts could be easily purchased from the list page in a convenient pop-up.

A cabinet of curiosities.

Built on an easy-to-use platform, the solution we designed meant Cath Kidston could create and maintain a gift selector in Cath’s curiosity cabinet and other content areas. Not only did these new content areas perform well, they also perfectly matched the brand, ensuring a seamless experience for customers across the site and stores.

Laura Bailey, website manager, Cath Kidston says: “A lack of dynamic content spaces meant we experienced limitations in being able to effectively portray our brand online. Fresca Create has allowed us to give our customers a rich and engaging shopping experience, while building brand affinity.”

The new Christmas section included an intuitive and engaging homepage that allowed customers to select and buy products with minimal clicks. Large images were used to promote products, making them more prominent than elsewhere on the site so that customers could easily see the details and buy with confidence.

Using wireframes and the broad range of grid layouts available on our Fresca Create suite, Cath Kidston was also able to create a website suitable for desktop and mobile.

A Christmas cracker.

Cath Kidston wanted to give customers a way to explore the breadth of products available at Christmas and our solution helped achieve this. In fact, time spent on the new content pages was an amazing 363% more than the site average.

The number of sessions represented 29% of the total site, while bounce rates for the Christmas shop were 43% lower and the exit rate 23% lower than the site average. Overall, Cath Kidston reported a total online revenue increase of 9% (month-on-month), driven by a 7% increase in traffic and a 12% increase in conversion rates.

“We’re very pleased with the results,” says Laura, “and we’re very much looking forward to utilising Fresca Create for our SS15 campaign.”

We’re very pleased with the results and we’re very much looking forward to utilising Fresca Create for our SS15 campaign.

Laura Bailey, Website Manager, Cath Kidston

The Christmas shop.

We kicked off the Christmas shop project in October with a series of consultations to agree the aims and approach. Cath Kidston wanted the new section to:

• enhance the customer experience during the festive period

• improve the overall feel of the website

• draw attention to products available exclusively at Christmas

• make it easy for customers to take full advantage of available offers.

Head of design at BT Expedite, Dean Taylor explains: “The deadline was very short, but by issuing wireframes and having daily catch-ups, we quickly agreed the approach in terms of the creative, the underlying structure and how the section would be populated and edited. We agreed the best approach would be a simple landing page with a menu showing all the sub-categories”.