Launching a new sofa start-up and developing the brand across multiple digital touch points
Arlo & Jacob is a new UK home furniture brand aimed at the design conscious customer and is one of the new breed of online furniture retailers competing with established high street names. As a result, a well designed, easy to use and robust website was crucial to the success of the business.
Sadly, the Arlo & Jacob team had been let down by a previous agency and the previous site had failed to launch on time. Ongoing issues with development meant that confidence was low and the team needed an experienced digital partner who had a proven track record of success – and who could guarantee delivery on time. With an 8-week launch deadline, which included the development of the sofa and fabric selector functionality that sits at the heart of the site, and integration with existing stock and ordering systems, this project was only going to work if we worked collaboratively with the Arlo & Jacob team.
What we did
Other Media carried out a series of workshop sessions with the Arlo & Jacob team where we streamlined and rationalised the complex functionality of the previous site, concentrating on the key user journeys involved in selecting and purchasing a new sofa. Fortunately, branding and design work had already been approved, having been developed by ODD London to fit alongside offline campaigns and print work. As a result, our in-house creative team concentrated on developing the user experience and fully responsive templates. We made sure that our new approach was in sync with the original ODD design and produced a set of templates that worked equally well on a range of devices from desktop to smartphone. Our belief in an agile based development methodology allowed the Arlo & Jacob team to see progress at every stage of the process and influence priorities for every two week sprint. Collaboration between the teams was a key aspect to the success of the project, especially given the timeframe allowed. We encouraged Arlo & Jacob staff to work from our central London office to enable seamless communication and rapid decision making to take place. This innovative approach paid off hugely as the numerous decisions necessary when designing a new site could be agreed almost instantly.
The new site launched on time and budget and the first orders were taken in a matter of days; a great result for the new brand! The launch of the site enabled Arlo & Jacob to roll out an extensive advertising and marketing campaign with confidence, knowing that the site fully supported users across a wide range of user journeys. Sales have climbed steadily, helped by the opening of a new west London showroom and key enhancements are now being rolled out to the site based on Other Media’s detailed post-launch review of analytics and user feedback.
Nick Wasey, Managing Director of Arlo & Jacob said “We are delighted to partner with Other Media who helped us turn around a challenging situation. They delivered an amazing ecommerce site in a very short time, which has helped us to establish the new brand with confidence. Other Media’s strategic approach means that we now have a clearer view of future developments, all backed up by their detailed knowledge of our business and outstanding expertise in the world of digital.”