Holloways of Ludlow is a UK based company that specialises in high-end homeware, lighting and garden furniture. Since being founded in 1985, they have built a reputation for both classic and contemporary design and have developed partnerships with over 150 leading global brands to provide customers with a diverse selection of products. Their focus on high quality craftmanship and timeless design puts them at the forefront for interior design solutions.
The brief
Holloways initially came on board with us to maintain their existing e-commerce website, but quite quickly realised that the platform wasn't right for the businesses needs moving forward. Realising the potential that Shopify+ could bring, we set to work on collaborative discovery sessions for a brand new website.
At the forefront of discussions was bringing the look and feel in line with the quality of products on the site, whilst ensuring it is performant and responsive. We also needed to consider Holloways large catalog of products and how we'd seamlessly integrate the website with the wider business, including their brick & mortar stores and B2B branch.
Our Strategy
We undertook a full site UX audit to determine the weaknesses in the current design, which fed directly into the design of the new website. We wanted to make sure the look and feel matched the quality of the products, so we spent a lot of time researching and iterating with Holloways until we reached the design you see today.
We also worked closely with Holloways fulfillment team throughout the project to understand the complex requirements surrounding their Linnworks integration. With various notes, identifers and flows required, we opted to build our own connector using the Linnworks API, giving us the flexibility required to accomodate all of Holloways scenarios.
As it was a large, complex site, we knew we'd need to work collaboratively with the client and their suppliers to ensure digital marketing activities wouldn't be affected by the launch. We planned and implemented thousands of redirects, created a feed for Google Shopping, and ensured tracking on Google and Microsoft Ads was set up correctly - alongside a comprehensive technical checklist!
The Results
So far, the site has seen an 18.6% increase in approved products in Google Merchant Centre compared to what was driven by the shopping feed on the old site.
Kind Words
The website looks sensational - James you're a master. The connection with Linnworks has been so unexpectedly challenging, but no match to outrageous code whisperer Kev. Russell has managed to keep our usual digital marketing agency under control though a mixture of diplomacy and sheer willpower whilst still getting the job done. And then of course the ring master Chris, managing to control all the plates spinning, whilst keeping me and the other Holloways managers under control and in scope - not an easy task by any means, many have failed in attempting to do it - sensational work.
Adam Knight, Head of eCommerce
Let’s chat
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