Sekonda, part of the Time Products Group, has been the best selling watch brand in the UK for over 20 years. Its product range consists of high quality, attractive watches that offer outstanding value for money. Launched in 1966, Sekonda is now a global name and one of the biggest watch brands in travel retail. Its stylish timepieces are sold through third party retailers in 71 countries and on-board over 110 airlines.
Appointed following a competitive pitch, Cite embarked on a research and discovery exercise to explore the most appropriate options for creating a product led website, and improving the online customer experience. As a retail brand, Sekonda’s customer base is largely on the go and 60% of its web traffic comes from a mobile device, so designing for mobile was crucial for the best user experience.
The mission was to revitalise how the brand presented itself online. The Sekonda team wanted to replace a tired, outdated website with a modern, customer-centric store which stood out from the competition.
In the first instance the focus was on providing a digital destination for TV advertising campaigns. This needed to be scalable, fast, easy-to-maintain, and provide first-class reporting.
The Cite team worked closely with Sekonda’s design, product and marketing teams to understand their ambitions as a business. Meetings and workshops were held with Sekonda employees across quality control, sales and production to gain real understanding of the business and the brand.
In addition, Cite carried out extensive analysis of competitor brands and third party retailers to assess Sekonda’s position within the current marketplace. Cite undertook an in-depth analysis of multiple ecommerce platforms to make an informed decision, and presented Shopify as a solution that would best fit all of Sekonda’s requirements.
A full day creative workshop was held with key teams at Sekonda. This, coupled with competitor analysis, brand positioning and audience discovery, shaped the design direction. Cite worked closely with Sekonda’s in-house team to produce designs, concepts, and “style tiles” which quickly led to a consensus on the best direction for the site’s design and interface. Components, such as fonts, colour scheme and button style were refined and used as a basis to roll out full page template designs.
Shopify was selected as the most appropriate platform – as Sekonda needed a website to act as a shop window for its latest watch ranges – offering signposting for customers to purchase through third party retailers.
Wireframing mapped out all content management and functionality requirements such as store locator, stock tracking and custom fields. Building on top of Shopify’s easy to use interface meant that it was simple for web managers to update content immediately. Cite guided Sekonda through the set-up and import of product data, populated the site with initial content and delivered training to the team on Shopify functionality.
The new website launched within ten weeks from start to go live and supported an annual national TV advertising campaign focusing on key lines in the run up to Christmas. It significantly outperformed the previous year’s campaign, by doubling traffic to the site, reducing bounce rate – as customers spent longer on the site and viewed more products, thanks to user experience improvements on mobile devices.
During the Christmas campaign all retailers sold out of the key line promoted via TV advertising and the website. Sell out demand led to an additional data capture feature being added to the site which captured over 3,000 email addresses from customers requesting notifications when the product was back in stock.
Improvements to the website frontend have delivered sales success, and the site has continued to see a substantial increase in traffic in the months following the initial campaign.
The Shopify CMS provides Sekonda’s marketing team with greater control over content updates, product entries and site navigation. With additional tracking and a data dashboard, the team is also able to effectively measure website performance.
“In 2017, we put our new website project out to tender and invited numerous agencies to pitch for our business. We had a very clear objective to create a market leading website for Sekonda watches. Cite demonstrated quickly that they were on our wavelength and were enthusiastic to get under the skin of the brand.
In a nutshell, they helped us to deliver an engaging and informative website. With Cite’s help we have now created a leading brand experience. We’ll continue to work with Cite on a retained basis this year to further develop and enhance our website.”