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Central London based Docdata Commerce have recently developed the highly successful transactional site for British Fashion Award Brand Designer of the Year - Anya Hindmarch - to incorporate both retail and trade interfaces.
Including the facility to order and customize a handbag online the customer retail site has resulted in a large increase in product orders since redevelopment. A testament to the success of the online store was shown when an "I am not a plastic bag" Prize Draw was run to over 100,000 users which generated millions of visits to the site.
With web orders over 25% above budget, recently this led to the commissioning of numerous additional sections on the site such as an enhanced experience of bags and additional sections to increase the brand experience.
With such a global brand, it is imperative that insights can be gained on who, is doing what, on the site. We have introduced some highly advanced analytics information which allows Anya Hindmarch to analyse:
- Popularity of materials and product features based on user demographics such as age, location and traffic source e.g. US Females as opposed to UK Females like this colour
- Revenue generation from key areas of the site
- How people search for products on the site and what they search for
- How products are cross sold and affinity between products
With luxury high end fashion it is imperative that customers can get to experience the physicality of the products. Using 3D / zoom technology has increased sales, delivering a return on investment in months. In addition, users can view high resolution images of details such as stitching and buckles, that really set the products apart. Additional content on craftsmanship has also helped extend the experience of the product.
Other highlights include a trade ordering system which was used at London, Milan, Madrid and Paris fashion weeks and which continues to serve shops and re-sellers in pre-ordering coming season styles before they hit the high street. This trade tool integrates with the ERP and Accounts System saving supply chain costs.
We understand how fashion is unique in selling to two audiences: advance seasons to trade and the current season to the consumer. We have designed an experience that allows shops to order large quantities and individuals to have an in depth brand experience ordering up to several bags.
Regularly used by the world’s largest global retailers, the site also offers a portal for press to view the anticipated new Hindmarch collections in addition to an archive to all seasons past and present.
To enable Anya Hindmarch to support both the trade and retail sites in-house, Docdata provided a comprehensive backend administration suite to allow ongoing control and maintenance of all uploaded products.
The relationship between Docdata Commerce and Anya Hindmarch has gone from strength to strength over the past 4 years with the recent site developments resulting in a 180% sales increase since last year. The infrastructure now supports a multi-million, multi-currency transactional site that continues to climb the heights.
Testament to the success of the site is the fact that the site gets orders from all over the world, 24 hours a day. It is a painless process buying on the site as the checkout is aimed with ease of use being key to online shoppers needs.
"Docdata commerce have proved to be an invaluable partner in maximising the potential of the Anya Hindmarch e-commerce business"
Anna Porter-Wright E-Commerce Partner, Anya Hindmarch.
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