Can something inanimate really be loved? Put simply, yes it can. The love of good design, good materials and great craftsmanship often supersede the cost. Crab were approached by Billingham to help develop a digital communications strategy and e-commerce website which captured the essence of this family run, heritage brand.
We conducted extensive research, compiling user case studies, to construct the initial wireframes and user journeys. The modular design of this site was crucial to both showcasing the wide variety of bags available and being elegantly responsive on any device.
There are many different shapes, sizes and designs for many different types of photographers. Providing photographers with clear, visual information helps them easily refine their choice of bag. This has been particularly effective at increasing sales and reducing functional questions on social media.
Prior to the launch of the new site we had created a large and very well engaged social following for the brand. Billingham has bucked every trend in terms of organic reach as the loyal and passionate community interact and share their Billingham bags on what is one of the most supportive and inclusive communities.
Each customer experiencing a Billingham bag understands instantly that the bag is no nonsense as well as working easily, quietly and robustly. In a time of mass production, waste and consumerism, it's pleasing to work with a client that wants its products to last and wants its customers to enjoy using their products. The key was retaining this, and reflecting it in the e-commerce site and social channels. The quality of Billingham sells itself, we just needed to ensure we translated this as powerfully and evocatively as possible on the site.
For every £1 spent we returned £18
CTR on promotional advertising
80% increase in organic fans
We explored what it means to create a Billingham product, how to talk to its customers and finally, how to add value to each of Billingham’s digital touch points. All of this culminated in a digital communications strategy and a responsive e-commerce website the comprehensively showcased the brand.