Based in Glasgow, Forty Clothing have three retail stores and want to establish themselves as an online leader. They had built a strong high street presence, but their online operation was not keeping pace.
Commerce was underperforming relative to their stores. Not for lack of product or audience, but because the platform, the strategy and the execution had not had the right attention. They brought parallel in to fix that: a full performance overhaul, plus ongoing fractional commerce direction to keep pushing it forward.
The detail
This was not a migration project with a clear start and end. It was a turnaround. The challenge was diagnosing an underperforming operation, prioritising what to fix first, and building momentum while keeping day to day trading running.
Getting conversion moving required the redesign and the strategy to work together, not separately. Layering in loyalty and email on top of a stronger site meant that when customers arrived and converted, there was a system in place to keep them coming back.
The result
Conversion has gone from 0.8% to 4.6%, almost six times where it started. Within 12 months, commerce had grown to account for 50% of Forty's total retail operation.
The loyalty and email programme has grown to over 50,000 subscribers, driving consistent repeat sales and giving the business a direct channel it did not have before. Forty are now expanding across the UK and Europe, with online leading the way.
If you run shops and a website that do not match, start with design and build or look at how we work in Glasgow.
