Historic Australian jewellery brand, Charles Rose has undergone a website redesign amid a brand refresh.
Established in 1923, the near 100-year old brand began the website redesign because it felt that its digital touchpoints didn't align with its in-store experience, Charles Rose marketing director Jessica Randall told Ragtrader.
"When it came to re-designing our new website, we wanted to ensure we remained true to our strong brand history, and consistent in our messaging to our customers, while delivering an elevated online experience as the end result.
"At Charles Rose we pride ourselves on our superior in-store experience yet felt that our digital touchpoints were lacking and did not align with this.
"Before we began the tangible steps of rebuilding the website, we first needed to have a strong understanding of our customers' desires and requirements when searching for, enquiring about, and eventually purchasing an item of jewellery.
"Especially as this is such a considered purchase for many," she said.
Once understanding the customer's needs further, Charles Rose engaged with Melbourne and Geelong-based creatives to design and build a website that allows users to engage with the brand through a range of avenues, Randall explains.
"The result of this is a modern website that stays true to our 97+ year heritage, that features over 100 high quality product images, and a platform that allows customers to engage with us through several different avenues.
"Whether they would like to make a general enquiry, book an appointment in either our Melbourne CBD or Geelong showrooms, design a custom piece, or even get in touch with us directly through live chat, all this is now streamlined through the website.
"Particularly during COVID-19, we understood the need and importance of improving our digital experience, as well as maintaining a direct line of communication with our customers while our showroom doors were closed for six weeks," she said.
And the website revamp has delivered significant results for the business, with Charles Rose witnessing; a 150% increase in online enquiries; a 30% increase in traffic; and, the duration of time spent on the site also increased 36%.
"Additionally, we have seen a direct result in sales growth from the same period in 2019," Randall said.
"From March – May 2020, we saw a 225% increase in our portion of sales for coloured stone pendants and necklaces, a 115% increase in our portion of sales for diamond bracelets, as well as a 335% increase in our potion of sales for custom work," she said.
But it's not just the website that's been updated, with the in-store experience also undergoing a refresh, Randall said.
"It was important for us to ensure that our new brand direction, which includes a new website and elevated store experience, was being translated into every single touchpoint in our business.
"From an in-store experience, the customer journey has been completely redesigned and re-imagined. We have updated our business cards, jewellery care cards, valuations, letterheads, consultation notes and after sales care.
"For many of our customers who visit us, they are looking to purchase a piece of jewellery for a momentous or special occasion in their life.
"Whether it is for an engagement ring, anniversary piece or a personal splurge item, we want our customers to feel special and walk away with a truly memorable experience," she said.