Investment into customer journey boosts online sales for Buckley London

Fashion jewellery brand Buckley London has reported a 29% increase in online sales year on year.

The British brand attributes this growth to investment in the customer journey over the last 12 months.

Buckley London implemented a host of improvements in 2017 to further enhance the shopping experience and provide consumer confidence in a busy market.

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Regular reviews of the website allows Buckley London to optimise navigation, making the customer journey a seamless as possible. New features such as a horizontal navigation bar and new sub categories (such as Gifts for Mum and Gifts under £25) now make it easier than ever for customers to find what they’re looking for quickly and simply, while adding an abandoned basket feature helped recover lost sales and solve queries from customers who were having issues when browsing the website.

Analysing customer buying patterns allows Buckley London to accurately forecast stock, review average spend and ensure that Buckley London products remain competitively priced. Through a ‘tell us more about you’ feature, Buckley London were also able to build a more detailed email database and deliver targeted promotions. Personalised email campaigns such as exclusive offers sent to customers for their birthday month resulted in highly improved open rates and a record click through rate of 65%.

Social media also played a key part in building consumer awareness and driving traffic to the website, resulting in a 146% increase in social revenue and 86% increase in social engagement. This included social media promotions to highlight new product launches and seasonal offers, as well as monthly customer competitions. Cross-promotional activity with complementary brands enabled further exposure and engagement from a wider audience through competitions ran on the social channels of both brands.

Head of marketing at Buckley London, Nina Jaynes says: “We are immensely proud of the rapid growth and development of our online platform. We are a small team compared to most of our competitors yet have a large product range and rapidly growing online business. We therefore constantly look for new efficiencies and invest in research and new technologies to ensure we are able to stay competitive in a fast-paced market. Our customer feedback rating is a testament to the exceptional level of service Buckley London consistently provide, are we are excited for the new opportunities for growth that 2018 will bring.”

A recent survey showed that 99% of customers would purchase from Buckley London again. This, coupled with rapid online sales growth, indicates that Buckley London has emerged as a trusted brand in the online fashion jewellery market.

Buckley London recognise that customer reviews are extremely important to building consumer confidence, and incentivise customers to leave a review after every purchase. Reviews are automatically added to the relevant product page of the website as well as being visible on Google.

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