Booths Christmas

With thoughts moving towards the festive season, and consumers gearing up to begin their Christmas research, Booths identified the need to promote their luxury Christmas range.

The Brief

What We Did

Booths are already well established as a supplier of premium quality produce & luxury goods. The brief was to maintain a prominent position for a competitive seasonal product.

Soap’s solution was to produce a visually rich, easy to use sub-branded ecommerce site dedicated solely to promoting the Booths Christmas range. It was important that the site offered ease of use to the consumer, and so it was determined that the site needed to allow users to either purchase online or to place an order for collection at a store of their choice for maximum user convenience in the busy festive period. The development team used their wealth of knowledge of ecommerce systems, and implemented a back office that communicates the order logistics with a central warehouse of each of the 29 Booths stores in the UK.

What Soap Did

The outcome was a clean and crisp user centric design. The site was fully responsive on both tablet and mobile, allowing customers to order their Christmas products wherever they wanted.

The process involved organising information and wireframing to present the most effective interface for applicants and internal staff, a technique we’ve used successfully with our restaurant website design.

Making Christmas Easy

The rationale behind the design was to create a simple process where customers could reserve and pay for their Christmas items easily and quickly

To facilitate this we added a site wide basket, where customers could add and remove items. The design also used informative iconography to explain the process in which products could be reserved and whether the product was available for Christmas Day or New Years day.

The design also utilised a Christmas Planner where selections could be made from dropdown lists. This was introduced so that customers could potentially order more items in one single purchase, maximising spend and in turn profit.

Sales Figures

As 30% of Booths traffic comes from mobile, it was vital to support cross device usage. This was also reflected in the next stage of the solution, a PPC campaign that was highly optimised for mobile devices.

The PPC campaign was also given a boost in conversions through the use of Google Product Listing Ads, which increased visibility by allowing us to double and/or triple serve adverts based on text ads and Google Shopping Ads. The development team used their wealth of knowledge of ecommerce systems, and implemented a back office that communicates the order logistics with a central warehouse of each of the 29 Booths stores in the UK. Booths, which has 28 stores, said that Monday, December 23 was the busiest day in its 156-year-history. The figures from Booths are the latest example of a retailer at either end of the market performing strongly compared to the “big four” supermarkets. Tesco and Sainsbury’s are understood to have endured a tough Christmas.

18%

Increase between 2012 and 2013

22%

over Christmas

Don't just take our word for it

The project was smooth and fast and we now have a high-quality product that compares with anything I've seen from London agencies. It's also great to support another thriving North West business.

Danny Martin | Head of Marketing Activity & Communications