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Brandfield


'As a pioneer we like to disrupt the market'

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Brandfield


'As a pioneer we like to disrupt the market'

Read the case


What They Needed


The omnichannel company Brandfield started as an online-only retailer of high-quality watches, jewelry and sunglasses. Brandfield differentiates itself from others with high-quality products, a great experience and a luxurious look. Director Jacco Tas strongly wishes to express these qualities into Brandfield its online commerce platform. The platform had been developed using Magento Enterprise Edition. In order to improve the look and feel of the online commerce platform, a new theme has been developed by MediaCT.

Brandfield its online commerce platform previously served mainly as a point of sale, however with the new theme Brandfield is inspiring its visitors. "It is our goal to be present much earlier during the customer journey. We want people to also visit our website without having a direct purchase intention. For example, to have them visit the site to see the latest trends or to ask themselves which kind of sunglasses fit their face shape the best."

In 2016, Jacco decided to offer consumers more inspiration, by renewing the look and feel of the online commerce platform. Most companies might decide to make this change step by step, Brandfield approached this differently. "We immediately took care of absolutely everything. The navigation, product pages, but also the checkout steps for example. I have to admit that this was quite exciting, because the online store is the core of our company. It felt like an open heart surgery, but eventually it couldn't have been better."

 

 

Awards and nominations

 
 Ranking in Deloitte Technology Fast 50 2016

Ranking in Deloitte Technology Fast 50 2016

 Nominated for Magento Imagine Excellence Awards 2016

Nominated for
Magento Imagine Excellence Awards 2016

 Nominated for Meet Magento Awards 2016

Nominated for Meet Magento Awards 2016

 Ranking in the Top 10 of the Ecommerce 50

Ranking in the Top 10 of the Ecommerce 50

 Winner FD Gazellen Awards 2016

Winner FD Gazellen Awards 2016

 
 

Close cooperation


Brandfield its new theme was designed by E-activists and developed by MediaCT. Both companies already worked together on previous projects like Koffiecentrale.nl and Beaumotica.nl. E-activists designed the new theme without taking into account the limitations of Magento. The theme takes inspiration from some of the best international online commerce platforms which focus on the best customer experience.

Brandfield started the niche online commerce platform Sunnywatches in 2006, after which other niche platforms like Horloges.nl and Sieraden.com followed. In 2014, the company started offering all niche assortments on one new platform: Brandfield. Since the new platform Brandfield is slowly shutting down its niche platforms.

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Magento Enterprise Edition


For Jacco it was clear immediately that the new Brandfield online commerce platform should be developed using Magento Enterprise Edition, just like the niche online commerce platforms were. "Magento is big, it's developing rapidly and there are continuously new functionalities added to its software. Luckily, MediaCT knows the software very well, so it was easy for them to change our website into a Magento themed online store."

Magento Enterprise Edition


For Jacco it was clear immediately that the new Brandfield online commerce platform should be developed using Magento Enterprise Edition, just like the niche online commerce platforms were. "Magento is big, it's developing rapidly and there are continuously new functionalities added to its software. Luckily, MediaCT knows the software very well, so it was easy for them to change our website into a Magento themed online store."

The shopping cart and checkout page offered by Magento, required to be tailored to the needs of the new theme. Customers can now select their preferred delivery method when they are on the shopping cart page. On that page they can also have their order items gift-wrapped. "Normally with Magento this is only possible at the checkout. But on our website, the customer already knows the possibilities and costs before they go to the checkout page."

MediaCT also changed the checkout page to meet the requirements of the new theme. Adding a different shipping address is normally the second step during checkout. This second step is unnecessary for customers who do not wish to add a different shipping address. By turning this into a check box during the order process, the conversion will get a boost. "These steps all seem quite logical, but with changes in the checkout process it's important this happens following the correct methods."

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"MediaCT's team feels like our own colleagues"


Members collaborate according the scrum methodology to make continuous improvements within the website. “We are in touch with MediaCT daily concerning the progress. They listen very carefully to our feedback. Every two weeks we converge to talk about the new sprints. The collaboration is very open. Due to our long and close relationship it almost feels as though MediaCT's team are our own colleagues. We feel free to say anything, whether positive or negative, or to chat about things that isn't work related.”

"MediaCT's team feels like our own colleagues"


Members collaborate according the scrum methodology to make continuous improvements within the website. “We are in touch with MediaCT daily concerning the progress. They listen very carefully to our feedback. Every two weeks we converge to talk about the new sprints. The collaboration is very open. Due to our long and close relationship it almost feels as though MediaCT's team are our own colleagues. We feel free to say anything, whether positive or negative, or to chat about things that isn't work related.”


Succes


Brandfield's brand new theme was launched mid-2017 and in just one month, it showed significant results. For example the time visitors spend on the Brandfield website has increased with over 10 percent, just like the conversion rate. The bounce rate also decreased significantly after the new theme was released. "The inspiration pages perform very well. We often post blogs and lookbooks with inspiring pictures we shoot ourselves", Jacco says. "We also have an online magazine now, which enables consumers to order directly from the magazine's pages."

The online commerce platform's navigation has also been improved greatly. Brandfield sells products for both men and women and now allows visitors to choose which collection they wish to browse. "This way we try to prevent visitors from leaving our website, because they were seeing too many items that aren't relevant to them."

 

 

"We want to inspire our visitors more than ever and if it's up to me, the 10 percent improvement is just the first of many steps we'll take together."

- Jacco Tas, CEO at Brandfield

 

 

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