Background
An iconic Australian homewares brand for over 50 years, Bed Bath N’ Table supply premium products to over 170 stores across Australia, New Zealand, and Singapore. With their expansion accelerating rapidly, they recognised an opportunity to challenge encroaching competitors for online market share. Growth of their eCommerce channels and improvements to their customers’ digital experience was now a top priority.
The Challenge
Bed Bath N’ Table's existing eCommerce site didn’t align with their premium brand reputation. While data showed more than 50% of online customers shopped on mobile, their conversion rates in this demographic were low. Historically, improving their online offering was labour-intensive and meeting the evolving expectations of customers was a struggle. Bed Bath N’ Table needed to completely re-imagine their online presence, incorporating a new set of digital merchandising and marketing tools that would delight their 1.5 million-strong customer base like never before.
The Solution
Bed Bath N’ Table engaged Amplify to help them execute an ambitious, three-pronged digital strategy that would see them grow their online channel from 4% of revenue to more than 15% over the next 3 years. First, they launched a new online eCommerce site with an integrated set of merchandising tools. A nimble product team was also instated to enhance their own internal eCommerce development capability. Next, with this agile foundation in place, they shifted focus to customer conversion and the mobile experience, backing their UX/UI design efforts with user data spanning over 20,000 customers. Surveys, online and in-store research were used to establish a new standard of digital experience they were confident customers would respond to. Finally, they began rolling out new features and products on the platform, including enhanced search and navigation tools and a line of digital gift cards released just in time for Christmas.
The Result
In 6 months, Bed Bath N’ Table saw their online performance rapidly improve, with conversation rates increasing by 30% and yearly online sales growth projected at over 20%. Thanks to a new user experience that included an optimised product catalogue and checkout, online acquisition increased dramatically, with more referrals via Google and social channels and an increased frequency of shop among returning customers. The upgraded platform and delivery practices enabled the team to work at speed, releasing code multiple times a day, and the new digital gift card so delighted customers it was their top-selling product over the Christmas period. Bed Bath N’ Table continue to invest in their digital and online channel, enhancing customer experience and challenging competitors’ market share month to month.
Project Highlights
- Customer research to inform new site design and UX
- Digital strategy and stakeholder endorsement
- New customer experience design for higher conversions
- Setup of internal team, including agile methodology
- Platform launch with ongoing release schedule
Consultants who worked on this project:
Great Work!
"In under 6 months the consultants we engaged via Amplify delivered a solution that has seen our online conversion rate jump by 30%, and our online sales by 20%. We couldn't have asked for anything more than this and are delighted with the outcome"