Establishing a global online presence for a luxury brand

Inviqa is enabling British luxury brand Radley to transform digital customer experiences and achieve explosive international growth:

  • 43% increase in new customers
  • 14% increase in customer retention
  • 8% of ecommerce revenue from click and collect
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The challenge

Recognised worldwide by its iconic Scottish terrier emblem, Radley was created in 1984 and has since established itself as one of Britain’s largest designers and manufacturers of handbags, shoes, and accessories.

Eager to take advantage of burgeoning UK online spend, but locked into an inflexible ecommerce platform that stifled its online vision, Radley appointed Inviqa to build more meaningful customer relationships through the launch of a new online store.

Obtaining a single customer view was critical as Radley looked to gain a deep understanding of its audience, bring personalisation to individual purchase journeys, and target shoppers more effectively, both on and offline.

Our approach

In just four months the Inviqa team launched the new-look Radley online store, developed using the Magento Commerce platform.

Working closely with the Radley team, Inviqa had identified that an important aspect to conversion was customers being able to touch and assess the quality of products in the Radley store.

Using responsive design, Inviqa’s UX team and frontend developers replicated the in-store experience with focused imagery and 360 degree videos to give the user the most realistic feel of the products possible to trigger an emotional response.

As part of Radley’s aim for a single customer view, the Inviqa team integrated the new ecommerce platform effortlessly with the retailer’s internal and external systems including payment gateways, email marketing automation, and customer review programme.

We have since helped support Radley’s global ecommerce expansion into overseas markets, with its products now shipping to 47 countries. This international ecommerce strategy started by opening up the Radley UK store to serve overseas shoppers. We then worked with Radley to launch dedicated online stores across key regions including the US and Asia, integrating popular local payment methods and shipping options.

Through a collaborative partnership that spans many years, Inviqa is helping Radley to tackle complex business and user needs, and to continuously improve its online store and the experiences it offers. 

Most recently, we conducted a UX audit that sparked a website design refresh, with an emphasis on optimising for mobile and delivering image-rich, content-driven commerce experiences to engage and delight Radley customers.

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The results

With its focus on delivering a superior customer experience, the new-look Radley site is helping the retailer to connect with audiences and grow revenue. The new-look Radley site supports customers much more effectively, and the security and flexibility of the platform has given Radley the confidence to implement new features such as click and collect and product personalisation.

Key milestones in the first 12 months included:

  • 43% increase in new customers  

  • 14% increase in customer retention

  • 8% of ecommerce revenue from click and collect

Investment in its online business helped Radley secure its fourth consecutive Christmas with an increase in comparable sales. The retailer has proven that developing a digital strategy and investing in it pays off, and its online sales grew 20% in the year to 30 April 2016.

Learn more about Radley’s ecommerce journey by watching this video of former ecommerce head Rowan Luckie speaking at Ecommerce Futures.

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