Optimizing e-commerce

Unilever, a multinational company with products available in around 190 countries, sought to improve the customer experience by creating a new CMS to enhance their e-commerce capabilities across three different brands. Each brand had unique target audiences, and the projects aimed to engage new customers, build customer loyalty, and boost product sales.

Project Objectives:

• Develop a new CMS that provides valuable information and improves the selling process on the websites of the three brands.

• Research and analyse customer profiles of each brand to tailor the CMS templates for different user needs.

• Fulfill Unilever's requirements within tight deadlines.

Case studies

For the 3 brands we worked on at Unilever, requirements were:

• Engage new customers

• Build up customer loyalty

• Increase product sales

• Create CMS templates enabling effortless uploading of brand content

Andrélon:

We discovered that a significant portion of the target audience sought advice and tutorials on platforms like YouTube due to the lack of information available on the previous Andrélon website.

Our approach to address the issue efectively involved:

1. Encouraging Fresh Content: We urged the business to focus on user demands by incorporating new content such as tutorials, advice, and suggestions for combining products to address specific hair problems.

2. Seamless Navigation: The template featured user-friendly navigation with dynamic components, ensuring users could easily access the desired information at the right moment.

3. Social Media Integration: To enhance engagement, we integrated new sections within the CMS template, enabling the addition of a social media feed, fostering a more interactive and connected experience for users.

Zwitsal:

The majority of Zwitsal sales originated from grocery stores, overshadowing online sales. Our research revealed that the Zwitsal brand was not perceived as a reliable resource for pregnancy, newborn, or parenting information resulting in low website visits and sales, falling short of Unilever's goals.

To address this challenge we devised a product strategy centered around establishing a "reference information site" for new parents by

1. Real and Relevant Content: Emphasizing authenticity, we advised Zwitsal to create genuine articles, videos, and guides on pregnancy, newborn care, and parenting.

2. Prioritising Information: We strategically placed essential information, such as pregnancy and newborn care advice, prominently on the website, making it easily accessible for new parents seeking guidance.

3. Related Product Recommendations: Knowing customer interests, we included related products in a targeted manner when customers showed interest in specific topics. This approach encouraged users to explore additional products, leading to increased sales.

Conimex:

After analyzing the website's data, we discovered that recipes significantly drove traffic, followed by the "articles" section. However, these navigation patterns rarely translated into product purchases. Recognising this strength and weakness, we improve the entire site by making the products section as relevant as the recipes and articles and connect the 3 sections by complementing each other. This created a smooth interaction among all three, encouraging users to explore, leading to mutual benefits and increased satisfaction.

.To achieve our goals, we developed a user-friendly template with multiple components to facilitate smarter navigation:

1. Recipes and Product Integration: Users visiting the website via recipes are now presented with a section featuring the necessary products for cooking. They can directly add these products to their shopping bag or explore more details on the product page.

2. Enhancing Product Pages: When users view a product details page, they are shown two components - "related recipes" and "related articles" - enhancing their overall experience and encouraging exploration.

3. Amplifying Articles: For visitors accessing articles, we incorporated two components displaying "related recipes" and "best-selling products," providing a seamless connection between content and products.

Project Outcomes:

   - Successfully developed a CMS and tailored templates for the three brands to enhance their e-commerce capabilities.

   - Andrélon's website became a valuable resource for hair care advice, leading to increased customer engagement and sales.

   - Zwitsal transformed into a go-to site for parenting information, attracting more visitors and driving online sales.

   - Conimex's optimized website design improved user navigation, leading to increased product sales and engagement with recipe content.