Inspiring creativity online paints a rosy picture for Winsor & Newton

Transcription

1 Inspiring creativity online paints a rosy picture for Winsor & Newton Fleur Meurer van-heek Head of Ecommerce ColArt International Holdings Ltd James Candy Business Development Director Red Technology

2 SESSION INTRODUCTION TO WINSOR & NEWTON AND RED TECHNOLOGY CHALLENGE STRATEGY OBJECTIVES SOLUTION / INNOVATIONS - DISCOVER - SHOP - CONNECT INSIGHTS BENEFITS Q&A

3 INTRODUCTION Winsor & Newton is one of the 7 brands, owned by ColArt International Holdings Ltd. Founded in 1832, Winsor & Newton is the leading, global fine art materials brand. Operations in 16 countries and supported by global network of trade partners and distributors. Products sold in over 120 countries worldwide. Innovation through consumer insights, research and development; Innovative multichannel ecommerce solutions for mid-large sized retailers, distributors and manufacturers. The tradeit ecommerce platform provides tremendous competitive advantage due to its combination of: Powerful promotions & advertising engine. Flexible content management system. Sophisticated, built-in community tools. Omni-channel retail capabilities. Comprehensive order management system.

4 INTRODUCTION INNOVATION IS CHANGE THAT UNLOCKS NEW VALUE Technology is changing the way that artists learn their craft, shop for products and communicate with each other.

5 CHALLENGE - BEFORE Prior to launching its new website, Winsor & Newton was faced with the challenge of having a limited, direct relationship with the users of its fine art products. B2B TRADE NETWORK STORE CONSUMER

6 CHALLENGE - NOW WEBSITE EVENTS SOCIAL MEDIA TFAC BLOGGERS SAMPLING CONSUMER PARTNERS IN-STORE/ POS ADS

7 CHALLENGE Link between consumers usage of brand websites and their brand purchases in retail stores 33% Source: Google, Online to store (EMEA) Increase in amount spent in-store by those who research online before buying. 37% Increase in retail store spend of visitors to brand websites over non-visitors. 55% Number of shoppers who use a store locator before going to buy their goods. Source: Wanderful Media Source: Accenture/comScore/dunnhumby USA research

8 WINSOR & NEWTON S ONLINE OBJECTIVES Build & deepen relationships with the art community 1) Strengthen brand to increase pull & marketing effectiveness. 2) Gain insight to be more innovative in product development. Boost Online sales To establish a new sales channel for Winsor & Newton by creating a world class ecommerce site that will provide state of the art personalisation and an industry leading brand & shopping experience to increase brand awareness, trial and loyalty.

9 SOLUTION Unique, global online experience for W&N CONTENT DISCOVER One website powered by COMMERCE SHOP COMMUNITY CONNECT

10 CONTENT - DISCOVER One-stop artists resource. Tips & Techniques. Videos (How to, interviews etc..). Articles & Inspiration. Mediums finder. Colour charts.

11 COMMERCE - SHOP Class-leading ecommerce functionality. Highly visual product presentation. Cross-sell and upsell through sampling activities. Worldwide Store locator. Open up sales in territories not covered by retail partners. Ability to personalise content based on user profile user insights.

12 COMMUNITY - CONNECT Built-in online community. Upload a profile/biography for other users to see. Upload and share artwork. Create your own online gallery. Follow other artists and allow them to follow you. Like products, content, artists / art to build personal view. Interact with other artists. Events calendar, Exhibitions, Gallery openings etc

13 INNOVATION Tiles serve content from all three sections of the site. Personalised for media type. (Oils, water colours, acrylic, gouache etc ) Ability to personalise & merchandise based on user profile. Search Products, Artwork, Videos, Members, and Tips & Techniques, Activity Feeds bring everything together.

14 BENEFITS Consumer Insight Analyse browsing & shopping behaviour Drive product innovation & development Create new product categories and market growth Build closer relationships with end users Additional sales channel Strengthen links with retailers Blueprint for ColArt s other brands

15 INSIGHTS - RESULTS Since Launch June % Increase in revenue month on month 65% Increase in number of visitors 30% Increase in the number of orders month on month 15% Bounce rate decrease 42% Increase in the number of users of the store locator 25% Increase in the average session duration

16 INSIGHTS ARTISTS FEEDBACK The Connect section is an important feature [of the new site]. It s always useful to be able to discuss ideas with like-minded people and to see what emerging artists are making. A platform for artists to be noticed is really useful, and to have the backing of such an established brand is great. Luke George and Elizabeth Rose (2013 Griffin Art Prize winners) The Connect section on the new website is a milestone, and not just for artists. It shows what can be done with the products and it s really good for all people to connect and interact: students, artists, art professionals, and the general public. Zimou Tan (Professional Portrait Artist)

17 Q&A IF YOU HAVE ANY QUESTIONS, FLEUR OR JAMES WOULD LOVE TO ANSWER THEM FOR YOU To talk in more depth about similar challenges that you may be facing or find out more about the Winsor & Newton project visit us on Stand 13. Join Red s newsletter & seminar programme info@redtechnology.com THE COMPANY WE KEEP