Virsa
In the midst of lockdown – when consumers were spending more time at home than ever before – luxury furniture brand, Arighi Bianchi, sought to renovate their digital marketing strategy. The goal? To inspire locked-down shoppers to refresh and redecorate their living spaces. The key? A digital marketing strategy that got the brand noticed by interiors-obsessed shoppers.
Services
- Art Direction
- UX, Design & Development
- Ecommerce Strategy
- Paid Ads & PPC
- SEO
Technology
- YotPo
- Klaviyo
- Shopify Plus
+54%
increase in overall conversion rate
+44%
increase in online revenue
+155%
increase in revenue generated by email marketing
+209%
increase in conversion rate for traffic coming through email
Arighi Bianchi, founded in 1854, runs a thriving bricks-and-mortar store, housed in an iconic grade II listed building in their hometown of Macclesfield. But when lockdown led to intermittent store closures, they knew it was time to upgrade their digital strategy.
What they needed was a smooth-running direct-to-consumer (D2C) store that matched their luxury brand aspirations. But, more than that, they needed a plan to get noticed by house-proud (and housebound) online shoppers.
When they approached us, Arighi Bianchi had recently migrated to Shopify Plus. However, they required the help of a Shopify Plus expert to rebrand, redesign and rebuild the store from scratch.
Not only did they want new branding and flawless site – complete with fresh logo, typography, icons and colour palette – but they also needed a digital marketing makeover to maximise the customer journey.
This included email. At the beginning of the project, there was no segmentation, automation or personalisation in place to really speak to their subscribers. A one-size-fits-all approach was falling flat with customers, generating low revenue that fell 4% below industry benchmarks.
Add in under-performing SEO and a decline in paid social engagement, and one thing had become clear: it was time for Arighi Bianchi to digitally redecorate.
Faced with a huge renovation, our team of designers, developers, creatives and digital marketers came together to ensure a holistic approach across all channels. Here’s how we took Arighi Bianchi into a new era…
Complete rebrand
First up, Arighi Bianchi required a fresh and modern rebrand; one that would reflect their Pinterest-worthy accessories and sleek, chic furniture. Following competitor research, we presented an all-new, more contemporary logo, featuring a distinctive colour palette and subtle nods to their rich heritage.
Cerulean and grey tones set the scene for the new site, social media and newsletter designs. Meanwhile, updated logos and typography served to bolster this cooler, cleaner aesthetic. A new phase had begun.
UX, design and development
With the new logo, typography and colour palette in place, we worked on a design direction for the site, with UX best practice integrated throughout. We knew that larger thumbnails on collection pages would allow customers to see the products more clearly, while a white background with grey accents would ensure each item pops on the screen.
Such conversion-boosting details were worked into clear wireframes, which formed the basis of Arighi Bianchi’s site rebuild.
The new site was then built from scratch, with a host of new features that married form and function, including a customisable sofas tool that lets you switch between colours and fabrics.
Improved filtering now makes it easier for customers to navigate Arighi Bianchi’s large product portfolio, so they can quickly discover furniture in the shades, shapes and textures that will elevate their home.
Overhauling email marketing
When we started, Arighi Bianchi had just one Welcome flow in place. And, without any personalisation or segmentation, their email figures weren’t as high as the brand had hoped.
We launched a complete audit of their campaigns, templates, audience and subscriber churn, so we could map out the ‘low-hanging fruit’ that would help to elevate their email sales.
Our team also created new campaigns with an updated and elevated tone of voice. By linking their products to trends and tips, we boosted the brand’s relevancy amongst subscribers.
Creating content for paid social
When we started, Arighi Bianchi had just one Welcome flow in place. And, without any personalisation or segmentation, their email figures weren’t as high as the brand had hoped.
We launched a complete audit of their campaigns, templates, audience and subscriber churn, so we could map out the ‘low-hanging fruit’ that would help to elevate their email sales.
Our team also created new campaigns with an updated and elevated tone of voice. By linking their products to trends and tips, we boosted the brand’s relevancy amongst subscribers.
Climbing the ranks with improved SEO
When we started, Arighi Bianchi had just one Welcome flow in place. And, without any personalisation or segmentation, their email figures weren’t as high as the brand had hoped.
We launched a complete audit of their campaigns, templates, audience and subscriber churn, so we could map out the ‘low-hanging fruit’ that would help to elevate their email sales.
Our team also created new campaigns with an updated and elevated tone of voice. By linking their products to trends and tips, we boosted the brand’s relevancy amongst subscribers.
We’ve only just launched the rebrand and redesign of the site, and are expecting results to flourish even further when we look back in a few months. However, the results are already in from working with Arighi Bianchi on their digital marketing from November 2020 to April 2021. This is the performance for that period compared to the same period the previous year:
+54%
increase in overall conversion rate
+44%
increase in online revenue
+209%
increase in conversion rate for traffic coming through email
+155%
increase in revenue generated by email marketing
+40%
increase in revenue generated by search engine traffic
Campaign - Photo shoots and Video
Post Production, Corporate Identity, Pakaging
Virsa at one time was struggling to stand out in a crowded and rapidly evolving marketplace. They approached Streamline to build a brand strategy, and give a new brand identity that would strengthen their positioning. We helped crafting the brand Virsa to reposition itself to gain an edge over their competitors, and helped Virsa create a meaningful value.
Virsa needed a brand stategy that was as innovative and fresh as their products, they chose Stream design Cafe to create their collateral designs, Campaign strategy Brand photography, packaging, email designs, digital marketing, and social campaigns.
We reviewed everything from their logo to print collateral and social media accounts — how they connect with people around, we looked at the product offering, audience, the competitive landscape, strengths and weaknesses. As part of our evaluation, we spent time researching their key competitors and recording critical observations about the potential implications of the branding efforts. After reviewing the current brand presence and contrasting it with their ompetition, our team highlighted primary challenges and strategise the world class print Campaign in beautiful city of Paris.
