Typified by its 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 platform that stifled its online vision, Radley appointed Inviqa to migrate its site to Magento Enterprise and help the brand build more meaningful customer relationships.
By integrating its systems effectively with Magento, Radley wanted to build a single customer view to thoroughly understand its audience, personalise individual purchase journeys, and target shoppers more effectively both on and offline.
In just four months, the Inviqa team launched the new-look Radley online store on the Magento Enterprise 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.
The new-look Radley site now supports its customers much more effectively. The security and flexibility of the platform has given Radley the confidence to implement new features such as click and collect and product personalisation.
- 43% increase in new customers within a year
- 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. Radley has proven that developing a digital strategy and investing in it pays off. Its online sales grew 20% in the year to 30 April 2016.
Aiming to double its global online sales in the next three years, Radley is a testament to the rewards of making careful, business-goal-oriented investments in your web presence.
Brett Lawrence, senior consultant, Inviqa
To find out more about Radley’s ecommerce development and its Magento migration, check out this video of Rowan Luckie, Radley’s Head of ecommerce, discussing the single customer view at ecommerce Futures.