How the British Homeware Retailer Cox & Cox Boosted Mobile Revenue +44%
For Cox & Cox, digital was critical.
In the fourteenth Century, the ancient settlement of Frome in Somerset was the center of a thriving wool and cloth industry. Today, the historic market town in the South West of England is home to Cox & Cox, an online homeware, furniture, and textiles retailer currently enjoying phenomenal success. “We’re growing 20 percent year-on-year,” said Aynsley Peet, the brand’s eCommerce Manager. To support this progress, Peet and the eCommerce team of five realized they needed to upgrade their Magento Commerce 1. “In fact, we made the decision to upgrade all our technologies at once, moving our ERP to NetSuite, while changing our warehouse system too,” he said. “For our webstore, we wanted to make our images stronger and clearer, improve navigation, and move from an M.dot mobile version to fully responsive.”
Launched in 2001, Cox & Cox has thrived due to its business agility, and by staying ahead of innovative new technologies and trends: The brand is heavily invested in social media and maintains a popular Instagram account that draws customers to its webstore. There, shoppers can browse a curated collection of homeware products they can’t find in traditional catalogues, including accessories for the home and garden, lighting and rugs, attractive storage solutions, and other decorative touches. Each of their hand-picked items are lovingly photographed at their studio in Frome, uploaded to their site in less than 24 hours, and dispatched from the company’s warehouse. To streamline their eCommerce operations, they needed a flexible, powerful platform packed full of features. “I’ve previously worked with Demandware, Hybris, Salesforce Commerce Cloud,” said Peet. “But for us, Magento Commerce was the logical decision.”
"For us, Magento Commerce was the logical decision."
They built a customized site designed for growth.
Cox & Cox signed the contract to upgrade to Magento Commerce 2 in August of 2016. In November of that year they began discovery work with their development agency, Space48. “We were aware that Magento Commerce 2 was on the horizon, and it felt right for us to take advantage of a new web design at the same time, while upgrading our other technologies,” said Peet, of the brand’s total digital transformation. “It felt right to do it all in one go instead of doubling up on integrations.” Cox & Cox had to go live before August of 2017, ahead of their peak season, November to December. Otherwise they’d have to postpone the relaunch to 2018.
“We locked ourselves in a room and tried to reimagine our navigation. We tried to make it as flat as possible, and not use too much layered navigation. We wanted to make it as easy as possible for customers to find what they want,” said Peet. “The Magento Commerce 2 design we chose is quicker. The new navigation is structured and very visual.” With mobile accounting for up to 50 percent of their traffic, the main benefit of the upgrade was moving from M.dot to a fully responsive site. “A customer is maybe less likely to buy a £1,000 sofa on a mobile, but they are certainly browsing on mobile, and perhaps making the purchase later on desktop.” The new Cox & Cox mobile site helped to show off their beautiful imagery.
Meanwhile, Cox & Cox employed Dotmailer for email, and SLI for product recommendations and site search. They also custom-built various modules to help with email address collection and banner promotion. They added Sagepay, the self-payment gateway, but relied on the simple Magento Commerce 2 checkout.
Their new site was beautiful... and powerful.
The Cox & Cox Q4 2017 results were impressive: eCommerce Conversion Rates rose by 6.67 percent year-on-year. “Our key growth has been on mobile,” said Peet. Overall, mobile revenue increased 44 percent year-on-year, with their mobile eCommerce Conversion rate rising by over 20 percent year-on-year. The webstore, now easier to use and navigate, also experienced an increase in average session duration, and a 36.5 percent increase in pages per session.
“The site is very robust, we encounter very few issues, it’s very good for us, very strong,” said Peet. The site design also matched their strong visual brand identity “We’ve always had strong imagery, we spend heavily on photoshoots and outdoor locations.” Finally, products are easier to find than ever, with a site search so successful that statistics show customers who use it are four times as likely to convert. Cox & Cox were also one of the first customers to use Magento Shipping, optimizing the way they get their products into the hands of customers. By connecting their WMS to the Magento Shipping API, Cox & Cox reduced their back end complexity and maximized their success on Magento Commerce.
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