Read about how Formation Studio partnered with Claridge’s Retail to elevate their online presence, refining UX, enhancing content, and optimising their eCommerce experience for luxury shoppers ahead of the festive season.

The Situation

1

Claridge’s Retail, the luxury eCommerce arm of the iconic hotel, offered a curated selection of high-end products but lacked the online refinement expected of the brand. While functional, the website didn’t fully reflect Claridge’s timeless elegance and the amazing design of the Claridge's hotel.

2

Key elements such as user experience, design, and storytelling were underutilised, limiting customer engagement and falling short of the brand’s heritage. The site also needed strategic improvements to its digital marketing channels, SEO, and tech stack to remain competitive in the luxury market.

3

With the holiday season approaching, Claridge’s partnered with Formation Studio to elevate the site. We worked to enhance its performance, align it with the Claridge’s ethos, and prepare it for the critical festive trading period.

The Formation POA

  • Comprehensive website audit

    Comprehensive website audit

    We conducted a full audit of the website, examining UX and design, content strategy, SEO, digital marketing channels, and the tech stack. The findings highlighted key areas for improvement, including customer journey optimisation, storytelling opportunities, and alignment with the Claridge’s brand positioning.

  • UX and design enhancements

    UX and design enhancements

    Our recommendations included streamlining navigation, refining page layouts, and elevating the overall visual appeal of the site. These changes ensured a more intuitive and visually luxurious experience, resonating with Claridge’s high-end clientele.

  • Content and storytelling improvements

    Content and storytelling improvements

    To better showcase the brand’s story and heritage, we collaborated with the Claridge’s team to enhance on-site content. This included updating copy to align with the brand voice and curating visuals that conveyed the sophistication and quality synonymous with Claridge’s.

  • Collaborative implementation and optimisation

    Collaborative implementation and optimisation

    Working alongside Claridge’s team and their development agency, we helped implement the recommended changes ahead of the festive trading period. This collaboration ensured the site was optimised to maximise sales and deliver a polished, seamless experience during the crucial holiday season.