From humble beginnings to a household brand, worldwide. Naked Baby Eco Boutique is an eCommerce store specializing in all things - you guessed it - organic, green and all-natural for little ones. Based in New Zealand, their focus started out regionally offering New Zealand made products from skincare, to diapers and formulas, to learning and clothing.
Better Late Than Never.
Ashley purchased the business in 2014. When she came to me, it was clear why the sales had been suffering. The website was outdated, unresponsive and extremely difficult to navigate. In fact, 62% of smartphone users have made a purchase online using their mobile device in the last 6 months - A crucial statistic that the preexisting eCommerce site did not capitalize on. Although through no fault of anyone, technology and consumer needs changes rapidly. The previous site simply no longer supported the new consumer trends or fulfilled their audiences online shopping needs. The customer experience was discombobulated, difficult to navigate and extremely difficult do to on the fly. A consumer had to zoom in to navigate the webpages. We all know one of those.... Frustrated customers equals lost customers.
There was a lack of direction with the brand, with an outdated logo to accompany it. Although the previous owner did an amazing job of building a humble, local following, it was clear this brand had potential and could elevate from a part-time hobby to a full blown, nationally recognized brand.
First thing's first - the brand. This company didn't have a purpose for growth. Ashley wanted to elevate this brand into a nationally recognized name. In collaboration with Ashley, I set out to clarify the brand messaging, along with a new logo and strategy on how we would roll out this new personality, look and new positioning. Soft colours evoke trust and prestige while exuding earthiness. Eco living is a lifestyle so we wanted to build this brand around the lifestyle. Using dramatic and stylish imagery of children in exotic forests play into this, as well as incorporating everyday, useful tips on how to use the products that tied into natural living was necessary. I crafted clean, concise and on-brand copy for the site, from effective call to actions to designing clear, to the point web banners that led the audience to their most needed products.
Next, the website. I mean, it served its purpose at one point, however it was clear that this website was running from old technology and was no longer serving the needs of the mobile-savvy shopper. Sales were dropping dramatically. I took a look into the back-end and took note of the audience behaviour which allowed me to devise a strategy to remedy this and provide users with an easy to navigate, intuitive and mobile friendly experience. By understanding the customers flow, you are able to remedy the pain points and make their busy life just a little bit easier. We completely re-designed and re-structured the site into something that made a bit more sense to the end-user. Easy to navigate with an organized, intuitive and mobile friendly layout eased customers pain when perusing the site, whether to check it out or in an effort to find a product they needed, right then and now.
The Roll Out
In order to regain a newfound trust and credibility to reach a larger audience, we had to assure the customer service was impeccable and the marketing efforts were on-point. Designing a streamlined shipping process was a good start. We also designed a customer service program that assured each and every customer was made number one with a personalized experience throughout every customer touchpoint.
A content marketing strategy which included email marketing and social media honed in on providing informative and helpful tips, from one mom to another, while highlighting eco-living. The content was designed to be clear, actionable items to make a moms needs easier to fulfill; the goal is always the make the life of a customer easier, and connect with them.
Next, we collaborated to create a loyalty program. Customers are the only reason why a business thrives and survives, and eco friendly baby products are indeed not cheap. Formulas, diapers, clothing - it adds up - fast. We designed a loyalty program to engage existing customers and thank them for their loyal service while encouraging more sales. Once we rolled out the loyalty program, customer engagement went up 68%, with a 207% sign up rate.
What better way to create an exciting and high-end unveiling than perfect little packaging. All materials were recycled and reused. I designed a stamp that Ashley could use and personalize according to the customer, sending out branded items while staying true to eco friendly sustainability. This helped keep packaging costs down for Ashley, which was a big win, while providing personalized and memorable service to the customer.
Next was the launch. We invited loyal customers to check out the new site and sent out announcements on social media. We built up buzz prior by sending out emails, hinting to a new makeover on the horizon. Once we officially launched the site, we saw sales triple in a month. By the end of the year, Ashley's sales grew 5x, and they only keep steadily climbing.