Robert Graham had built a sizable e-commerce business; however, it had become overly reliant on discounting and growth began to stagnate. As a luxury lifestyle brand, Robert Graham upholds a certain set of standards not followed by just any company. So, when their customer base was becoming conditioned to shop on sale, they knew it was time to transform their e-commerce business and focus on building a compelling digital customer experience that would be a beacon for their luxury brand.
We placed an interim Head of e-commerce within their organization to define a new digital strategy and quickly impact the business with only a few months of time before Holiday code-freeze. This included a new site design and UX overhaul, a customer segmentation strategy to tailor messaging and content, new reporting, and cross-functional process implementation and a comprehensive digital marketing strategy and plan. In addition to a Head of e-commerce, Chameleon Collective brought in a Digital Marketing Strategist and Performance Marketing Specialists to manage all digital marketing.
Thanks to our swift response, Robert Graham was able to circumnavigate a potentially harmful path toward brand devaluation and reorient themselves toward a more focused e-commerce solution. In addition to spurring an 18% YoY increase in conversion rate and a 10% YoY increase in sales over a three month period, our Chameleons secured a solid digital marketing foundation and recruited a permanent Head of e-commerce to continue the digital transformation.
Assets from the digital marketing plan created and managed by Chameleon Collective for their Facebook page.