Inside Neom Organics London’s Mobile Transformation

The skincare company needed a digital makeover.

After seven hectic years working 60-hour weeks as an editor for Glamour magazine in London, England, Nicola Elliott noticed that stress, poor sleep, and low energy was negatively affecting her wellbeing. She realised she wasn’t the only one; she was surrounded by women who were having problems with lack of energy, poor sleep, or who were just in need of a mood boost. Elliott set out on a personal wellness journey. The result was Neom Organics London, a skincare company designed to improve the health and wellbeing of its customers through organic products, skin treatments, body scrubs, essential oils and perfumes.

'With two official stores in London, and one in Leeds, Neom Organics London products are also available in more than 42 stores across the UK. The ambitious young brand wanted to use its online presence to clearly express its mission. “We wanted to showcase our wellbeing story,” said Amy Berry, the brand’s eCommerce Manager. “And enable our customers to engage with each of our products in a much more meaningful way.” For their young, on-the-go consumers, it would be critical to drive engagement via mobile; to improve the site’s visual design; and connect their online and in-store experiences. Neom Organics London also needed to introduce a more sophisticated ERP solution to support their aggressive growth targets. Having already based their eCommerce operations on Magento, they decided to upgrade to Magento Commerce 2.

"With a fully responsive mobile site, we have been able to maintain visually impactful messaging and deliver the same powerful experience to harness this rapidly growing channel."

Amy Berry

eCommerce Manager, Neom Organics London

A webstore with beauty... and brawn.

Neom partnered with Magento Solution Partner, JH, to redesign and develop their new webstore. The first step was to beautify the look and feel of the home page and product pages, with a focus on content and brand message. The new store was optimized for mobile-friendly navigation, and a ‘mini shopping basket’ that pops out without disturbing the shopping process. But a beautiful front-end was just the beginning.

Implementing the Sage X3 ERP integration was a key milestone in this six-month digital transformation. Using Magento REST APIs via a connector, Neom Organics London can now transfer products, customers, and orders seamlessly between their back-end systems. They can manage bundled products and promotions, offer customers free samples of their mood-changing essential oils, and provide free gifts with purchases over a specific order value. They can also encourage referrals with their “refer-a-friend, get-a-coupon” loyalty program. The new site also includes the i-fulfilment warehouse management system that automates the complete order process from placement to dispatch. This allows the team to monitor inventory levels at all times, streamlining operations, and improving efficiency.

Black Friday sales tripled.

The 2017 relaunch of the Neom Organics London store was a major success. Coupled with their new loyalty programs, email marketing initiatives, and social media campaigns, the brand has seen significant improvements in site traffic, conversion rates, and overall customer experience. To further boost engagement, they implemented Ometria to help with retargeting, increasing sales of their popular scented candles and body scrub.

Thanks to their new webstore, Neom Organics London was ready for their biggest Black Friday. In November of 2017, they generated over three times the previous season’s revenue. This impressive result was driven largely in part by the 107 percent increase in mobile purchases. The omnichannel experience was also a roaring success, connecting customers in Neom Organics London stores with the online shopping experience as well. This carried over to other instore placements as the brand was featured in the John Lewis flagship store in Oxford Circus over the 2017 Holiday season.

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"Overall we have been really pleased with the performance we have seen since the upgrade to Magento 2.2."

Amy Berry

eCommerce Manager, Neom Organics London