Kaubamaja
Overview
The main aim of the new Kaubamaja website is shaping the department store’s image: a modern Kaubamaja = a modern website. Added value is represented by the fact that the website includes fashion galleries enabling visitors to gain a quick overview of new products and which gives them recommendations on how to put outfits together. The fashion gallery is a new feature in Estonia, as it provides both pictures and a video of new items.
Values
- According to feedback from users, the website is light, fresh, attractive and easy to navigate. The new website has boosted visits by 20%.
- According to the client, the options and convenience of administering the site have improved.
- The Kaubamaja fashion gallery is a new solution for Estonia, with both pictures and videos provided of new items. This new idea was reported in a number of women’s magazines in the country. Even world-class professionals from WGSN praised the fashion galleries, pointing out that they present very up-to-date trends in fashion.
- The Kaubamaja site uses the Saurus platform. One of the values of the project is that the limits of what the platform does or can do can be expanded.
Results
As a result of the new look, visits to the website have increased by 20%.
The average number of hits per day in 2009 and 2010 was as follows:
| 2010 | 2009 | |
|---|---|---|
| April | 2218 | 1296 |
| May | 1409 | 1484 |
| June | 1060 | 1361 |
| July | 765 | 798 |
Fashion gallery (open seasonally): 4-month views total: 17,727
Sales results: spring gallery 2010 and summer gallery 2010 items sold out much faster than products from 2009, which were not modelled.
The fashion advice service provided by Kaubamaja is in third place based on the number of clicks, which in itself is a very good result, fulfilling one of the client’s aims.
The website is being found more often in search engines.
According to the client, the ease of administration of the website has increased significantly.
Goals
- Image-shaping: to promote Kaubamaja as a seller of modern goods. The fashion galleries should say to the audience: “Kaubamaja is the best place to buy trendy new clothes”. According to clients, the old website was static and boring, had a visual solution that left you cold, was in no way interactive and was search engine-unfriendly. Usability also left a lot to be desired. Fashion advice services could not be found. The situation needed to be improved.
- The number of visits to the site needed to be boosted and it needed to be more easily found by search engines./li>
- • Administration of the site also needed to be simplified.
Client’s assessment
Katrin Lepp
Project manager, IT Services
We’re very happy with the new site. It’s clear to users pretty much straight away what’s going on in the department store, with a “what’s happening” and news section at the bottom of the page.
- The fashion advice service – our flagship – is always available on the front page, with the button there tempting visitors to click on it.
- We are keeping up with the times, making the most of social media and presenting this on the website.
- The feedback form is in a very visible spot on the front page – customers can always tell us if something is bothering them, or ask us questions.
- The biggest hits of the season can be found more quickly and easily on our site than those of our competitors. We’re not only selling goods – we’re selling feelings.
In order to update the website we invited three companies to take part in a simplified tender process. Having worked with them before, and simply because of how strong they are, ADM were the partner we chose.
What I value most about ADM is that they really think along the same lines as you and never settle for a middling kind of result – they do everything they can to achieve something great.
Playing a huge role in the project as a whole, of course, was the project manager – Leane. The work she put in meant that the project ran very smoothly from our point of view, with occasional blips (e.g. with the hosting partner) being sorted out quickly and painlessly. Even when there were internal problems that I as the client didn’t have much of an understanding of, I was able to turn to Leane, and she made sure I had no sleepless nights! I would just add about Leane that she has a real woman’s strength and doggedness, which means she never says ‘no’ and never chooses the path of least resistance – which is what makes her such a valued project manager, at least from our point of view at Kaubamaja.
That’s how I’ve described ADM to others at least in the past. Say you order a triangle, and you’re basically happy with it. Then picture getting two triangles instead of one, or a great big circle, and how much more satisfied you’d be. That’s the way I’ve always felt about the results ADM comes up with.
Thanks for thinking about things from our point of view!