Case Study
Brief
This was the first time that Harold Cox had ventured into promoting their products via the Internet, and it was paramount that the site showcased their products in a distinctive fashion whilst at the same time communicating the prestige and standing of the company.
Background
Harold Cox is a jewelers of distinction, which has been established for 50 years. The business is located in Windsor adjacent to the castle and lists the Royal Warrant of the Queen Mother as one of its accolades. The jewellery sold is hand made and based on traditional styles, which are not as prone to fluctuations in fashion styles.
Objectives
- Reflect the sophisticated nature of the product.
- Reassure potential purchasers of product quality.
- Clean and uncluttered site with intuitive navigation.
- Create enjoyable user experience.
- Provide easy to use online shopping facility.
Key features
Design
The emphasis of the site was not only in conveying a clean, sophisticated image and providing an easily navigable framework with which the user can quickly access information of interest to them, but also reflect the tradition and prestige of the company and its products.
WPM has built a large number of successful e–commerce sites. This experience combined with our knowledge of usability best practices enabled us to design the Harold Cox on–line catalogue in a way that would not only engage the customer with its easy access to product information, but also maximise the sites selling potential.
The clear and intuitive purchase process enables customers to complete the purchase they set out to make quickly and enjoyably. The shopping section of the site has a number of features that provide the user with a personalised experience.
My Account
The My Account section lets users register, set up and amend their contact details. They will then also be able to review their past purchases and see what the status of any current purchase is.
Giftfinder
As well as featuring a generic product catalogue where users can browse through different product areas and search them based on criteria such as price and product, there is additional search functionality provided by a gift finder with provides customers a quick route to find gifts for either a specific occasion or particular someone:
- Gift for him
- Gifts for her
- Gifts for children
- Gifts for them
- Gifts for anniversaries
- Gifts for christenings
- Gifts for weddings
- Personalised Service
At the checkout the customer is able to personalise the products they are purchasing. They can choose:
- Ring Sizes
- Engraved Messages
- Packaging
- Personalised notes
Jewellery Box
The Jewellery box feature allows a user to compile a wish list of those products that they like and may want to purchase in the future, eliminating the need to re– search each time they access the site.
Site Administration
The site is totally database driven and has an online administration system that allows the site administrators at Harold Cox to keep product ranges, information, special offers or textual content up to date.
Results
Raised the company profile
Harold Cox's first foray into the Internet has given them the opportunity to promote the company in new ways.
Opened up new markets
Has made the company’s exclusive products more accessible to a wider audience, particularly the desirable US market.
High customer satisfaction
The site, with its easy to use navigation, giftfinder and special features provides the customer with an enjoyable shopping experience.
Targeted marketing
Data capturing through the site allows for targeted marketing newsletters to maximise cross–selling and repeat business opportunities.
Flexibility and control
Harold Cox staff are able to update the site internally providing up to date product, promotional and company information.
