Maison Fragile
French tableware brand renowned for its exquisite porcelain crafted in Limoges by skilled artists.
Setting up an e-commerce platform and digital growth strategy for a Luxury tableware brand
Challenge
Maison Fragile, a French tableware brand, is renowned for its exquisite porcelain crafted in Limoges by skilled artists.
A year post-launch, the founder aimed to bolster the brand's reputation and e-commerce operations, alongside B2B engagements with the hospitality and catering industry.
Despite a tight budget, I was tasked with strategizing and enhancing the digital ecosystem.
Solution
My approach encompassed 4 key projects:
Digital Brand Identity and UI Guidelines
Initially focused on packaging and offline communication, the brand lacked a cohesive digital identity. My initial step was to catalogue digital components and develop an UI Kit.
This included revamping the logo with new usage guidelines and revising the color scheme to brighter tones with hexadecimal references for digital consistency.
Website Overhaul with Shopify
Evaluating the team's digital proficiency and the website's functional requirements led me to select Shopify for its user-friendly interface and low maintenance costs.
Within a month, we transitioned from a WordPress-based site to Shopify, ensuring a seamless migration.
Product Descriptions and Photography
The choice of a seamless template necessitated a comprehensive overhaul of product catalog visuals and descriptions.
I created a Photoshop template to standardize pack shots and situational images, producing over 230 refined photographs for the launch.
Comprehensive AARRR Marketing Funnel
Concurrent with website development, I established a marketing strategy based on the AARRR model (Awareness, Acquisition, Activation, Retention, Referral).
This involved implementing analytical tools (Google Analytics, Search Console, HotJar), setting up digital marketing accounts (Facebook Business Manager, Google Ads, Google Merchant Center), and launching email automation campaigns with 22 tailored templates in English and French.This strategic overhaul aimed to elevate Maison Fragile's digital presence, enhancing both consumer engagement and business growth.
Focus On
Iteration process
We applied a site-wide testing protocol, focusing on the homepage to boost conversions, regularly updating content and visuals, and optimizing navigation, leveraging Hotjar and Google Analytics for insights.
Impact
e-commerce growth
Bounce rate
Referenced products
Louis Breton is a true digital manager and e-commerce expert! He masterfully transformed Maison Fragile's digital identity, e-commerce platform, and a comprehensive marketing strategy that significantly enhanced our brand presence and operational efficiency. His strategic expertise and innovative approach have been pivotal to our growth, making him an invaluable asset to any digital venture. A brilliant mind, tenacious, precise, and efficient!
The Faces Behind the Magic
Photography: Dimaj Studio
See also
