Redeveloping a brand to concentrate on luxury and refinement
The House of Garrard has a heritage unrivalled by any jewellery house in the world.
Throughout its history, Garrard has worked closely with the British Royal Family, as well as many Royal families across the globe. Appointed Crown Jeweller by Queen Victoria in 1843, Garrard has served each subsequent British monarch, creating many beautiful jewels, including iconic tiaras and the Marguerite sapphire cluster engagement ring worn by the Duchess of Cambridge.
We were extremely pleased to support their brand redevelopment with a new website and the beginnings of a digital transformation project.
Filter Digital were appointed to support Garrard’s brand redevelopment by building a new website and shaping their new digital transformation project.
Key to the sites redevelopment was a new look and feel. The new site had to not only compliment the Garrard brand updates, but it also had to showcase the exquisite pieces, elegant designs, and long tradition of creating bespoke jewellery. A new multi-lingual ecommerce site also had to be developed to ensure the Garrard Brand reached new markets.
The principal strategy for the websites redevelopment was to deliver a customer centric experience. For us, this meant creating clearer user journeys – highlighting collections and jewellery and reducing the need to wade through content to encourage repeat visits. It was also important to ensure the navigation was clear, allowing users to find their way quickly and easily through the site, readily surfacing more content whilst reducing the amount of user clicks.
One of the first developments to the new site was the introduction of a new Collections landing page. Although in many respects this would seem a simple recommendation, it enabled Garrard, for the first time, to present the differences between the variety of collections and pieces. Product landing pages, for example for jewellery type, were also created to show off the inspirational designs.
Despite the change to rebalance the heritage content with product, we recognised that the history of the brand provides it with its timeless appeal and legacy. Therefore, we developed new sections to talk about the Story of Garrard and mobile-responsive timelines that emphasise the importance of Garrard’s Royal Legacy.
Through working with the in-house team at Garrard, we came to understand the Garrard Brand, a brand that encourages a pause, to appreciate great design and tradition. We wanted this reflected in the site style, with sympathetic and calming influences in the design to ensure that users never felt rushed. The use of large imagery coupled with the sites functionality allowed users to find the products that they were looking for really easily. Providing the space and time for users to browse, discover, and if of interest click on a call-to-action.
With the launch of the new website, we also changed how data, enquiries and feedback were collected and used internally. To begin with, we went through a fundamental reworking of data collection to ensure that it was GDPR-compliant. We then implemented feeds direct into a central application which provides all their teams with a single place to see leads, enquiries and contact form requests. This information is crucial to understand their customers better.
From an analytics standpoint, we developed a Google Data Studio dashboard report (based on our Filter Digital templates) which is being used to understand referral traffic and acquisition channels for the brand. It also allows the team to understand user behaviour on the site – for instance, which are the most popular collections and pieces.
The next phase of development was the development of a multi-lingual ecommerce site that would open up new markets for the brand. Key content and updates needed to be quickly and easily translated into many different languages and published without increasing the overhead of managing content. Although in some cases a translation agency would be used, real time edits needed to be made on all versions of the site, so integration was important. Using the experience gained from solving similar challenges, the team at Filter Digital identified the correct technologies and implement them in a way that met all client objectives.
When reviewing the data, we were delighted to see the true impact the new website had on the brands overall digital performance. Overall, Sessions were UP by 31.28%, the number of Users went UP by 31.25% with the number of Page Views increasing by 39.33%.
In terms of the Multilingual site performance, In the 5-month period since translations went live compared to the same period last year, we doubled the proportion of visitors to the site who are using Chinese. Arabic Language Sessions went UP by 180% with Russian Language Sessions UP by 57% for the same 5-month period.
House of Garrard is a timeless brand; with their transformation, they are also now a brand that provides a fully digital experience.