Refocusing on the customer journey to improve Wyevale’s outdoor living brand experience

Brands are working harder than ever before, trying to figure out the most effective ways to reach their consumers with brand messages and products. Our client, Wyevale predicted an increase in online activity (22%) across the garden furniture category and, in a highly competitive market, we needed to ensure Wyevale was able to gain standout and increase sales.

The increase in predicted online activity led us to explore the customer journey in detail; across Wyevale and their competitors. We found that within the category browsing and buying behaviours online and in catalogue were changing. Consumers no longer wanted to shop by theme (modern, casual, traditional) instead, they wanted to shop by material. We advised that presenting product by material was a much simpler process and should be applied across channels to improve navigation.

Although garden furniture was the ‘lead’ category, we focused on creating the ‘ultimate outdoor living lifestyle’ experience, emphasising the collective importance of the BBQ, garden Décor and lighting categories to create an entertaining space. By focusing on materials, this allowed us to develop three core trends: Coastal for Rattan, Natural for wood and Tuscan for metal furniture. The trends were the starting point of Wyevale’s new lifestyle experience and together, we unveiled them within their SS19 outdoor living catalogue.

We complemented the collections by creating 30 trend led lifestyle photographic shots with ‘Get the look’ panels, detailing the products shown as well as creating an opportunity to cross sell into other categories. This was carried through to social media posts and in store displays. In order to support the increase of online activity, we concepted and produced 17 product videos detailing key features and benefits of each set, adding more value (and content) to the customer journey at the point of purchase.

As retailers continue to improve and upgrade their online presence, they’re not forgetting a traditional direction, such as catalogues and mailers. It’s smart marketing after all and part of an omnichannel strategy to reach consumers where, when and how they shop.