Purchasing behaviours have changed.
RJB Design is a made-to-measure mens tailoring store dedicated to timeless style and exemplary service. Located in Auckland New Zealand, they’re proud to be the only tailor with 100% NZ made suits. This bespoke service and level of quality attracts some of New Zealand’s most high profile customers, including lawyers, musicians, artists and even prime ministers. If there’s one thing RJB Design knows how to do it’s offering an exceptional tailoring experience.
Over the course of many years doing so, slowly but surely, their customers' purchasing behaviours have changed. For many retailers, websites have now become the primary purchase path - rather than a secondary or alternative method to in-store. Now more than ever brands are discovered through the likes of Instagram and Facebook before their customer even steps foot in the door. Despite being located in the heart of the CBD, RJB Design soon realised this and it was now time to put more emphasis on optimising and utilising their online channels.
Having a website is one thing, but taking the in-store experiences online is another.
To make this transition work, retailers must bring the customer experience to the forefront of their decision making when reviewing and improving their online presence. In other words, without a firm grasp on how your customer behaves and what they perceive to be a quality experience online, you’ve got little chance of converting on your own website or social channels. This is where a strategy-first approach becomes imperative.
It was clear that we’d need to start with their website to establish a streamlined customer journey that would work more effectively with converting visitors into paying customers. Once the website user experience was improved, due to the well established history and experience RJB Design already had, we decided to focus on creating high quality content and storytelling that could be shared with their audience across their website, social media and monthly newsletter.
This would allow potential customers to conduct their own research and consider their purchases over time, which is a growing trend in E-commerce world. Furthermore, it boosts organic traffic, and studies have shown that the opportunity from organic search is 5.66x that of paid search.": Source
Acquiring and retaining customers is a long term game.
We began by developing a new template for their Shopify store, that when combined with high quality imagery would lift the overall brand design look and feel. Next, simplifying the navigation was necessary for creating a clear path-to-purchase. Once the website was brought up to spec we turned our attention to the marketing.
Developing content that answers customer questions and speaks to their interests would allow RJB Design to reach a wider demographic as a credible resource for all things mens fashion. SEO optimised copywriting has improved RJB Designs Google rankings, landing them on the first page for key search terms such as "made to measure suit Auckland" and "Tailored suits Auckland". Since our campaigns began, we’ve managed to increase RJB Design’s visibility with a 59% increase in organic traffic. For most industries a 10-20% year-over-year website traffic growth rate for an established business is a good benchmark Source.
As RJB Design continues to benefit from their content-led inbound strategy, it proves successful growth online can be achieved through having a consistent, customer-centric approach, which creates more website visits that turn into leads and eventually customers.