Ecommerce has completely transformed the way people buy things but the majority of online purchases are simple transactions. The bespoke market, on the other hand, specialises in unique creations that require input and investment from the buyer before the sale is made. This form of retail is not suited to picking and buying things from a screen. Buyers want to see a tangible product, or at least an accurate sample, before they will take the risk.
The main challenge with Crucial Trading was the level of customisation they offered for every product. Their products were almost too bespoke to be sold via digital channels. We needed to bridge the gap between the experience they offered in-store and the experience visitors would have on their website.
To begin we researched Crucial Trading and what made them special as a brand. Before we could make any decisions we needed to understand and appreciate the issues they were facing. By placing ourselves in their position we could observe the market and their competitors and get a good idea of what was working with their target audience.
After a systematised process, including competitor research and data analysis, we found three main issues that were causing them to lose out on online sales.