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Brief
Lyle & Scott have a well established and successful business, selling luxury casual clothing for over 135 years. Extremely passionate about their brand, Lyle & Scott wanted to stay one step ahead by offering more ways for their customers to purchase products, even whilst on the move.
Chapter Eight were tasked with building a streamlined mobile version of the site that had a slick mobile checkout, with ease-of-use and speed at the fore. The site also needed to reflect the retail elements of the classic site and feature the full product range including all promotional elements, all packaged up to make things easy to find.
Strategy
Chapter Eight has worked with Lyle & Scott for the past six years to develop its online presence, and have teamed up again for this online project.
Lyle & Scott initially looked to online as a retail route, having witnessed high street consumer footfall dip during the economic downturn, and has launched the mobile website which is suitable for any smartphone, allowing the brand to broaden consumers accessibility to its products.
Lyle & Scott chose a new mobile optimised website over an App to allow access to the largest possible audience and to bypass the App Store acceptance process, also avoiding designing multiple Apps.
Execution
Chris Vernon and Andy Atkinson from Chapter Eight, used a lightweight mobile framework, taking advantage of the full CMS suite. The key was to keep the design simple and easy to navigate, from any sized mobile device, even on 3g. An advanced search function was vital for customers to shortcut to the page they need to be.
Each product page features the product as the hero, with clear access to delivery and returns information. It includes a size guide and lime green navigation buttons. Users do not have to register before browsing and buying, they can save time by going straight to the checkout.
Results
Lyle & Scott mobile went live on the 23rd April this year and feedback from users has been positive. Visitors to the site more than doubled in the first week of launch, with figures remaining strong into May.
Will Dymott, head of eCommerce for Lyle & Scott, comments: “We are a brand that is continually looking to offer new and exciting possibilities for our customers. The launch of this mobile site highlights our commitment to providing our customers with the best possible service. Chapter Eight have captured all the features of our website on this new platform, while still retaining all the important aesthetic elements of the brand.”
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