How Giving a 5-star service in Digital
The customer service team were inundated with ordering issues; it can be an intimidating and confusing buying purchase. And selling high-ticket, luxury products through the web can be challenging.
To hand hold the customer(s) we created a Build an Egg video walkthrough that both educated and sold along the process. Reducing returns, complaints and driving AOV.
The Build an Egg feature helped increase AOV by a big green-with-envy 36%.
From acquisition-only, to a destination for all customers.
The Egg will last a lifetime, but the previous iteration of the website only catered for new customers; just the tip of the iceberg. We set about ensure the experience supported every customer in their lifecycle from inquisitor through to lapsed, it makes business-sense to support each stage.
Branded content (Recipes and chef’s stories) and how-to guides, were some of the strategy solutions to keep customers coming back for more. And spending money. With more on the horizon…
Cooking & Commerce working in harmony
Storytelling through the experience was key. Our art direction was to show-off what you can do with the Egg, rather than a lump on ceramic. Video was the perfect mechanism to convey taste in digital; you can almost taste it!
Of course a balance had to be struck with content and commerce, with strategically placed modules and collections all curated in the Headless Dato CMS.
