Read about how Formation Studio delivered a seamless eCommerce launch for Claridge’s Flowers, bringing a luxury retail experience online through refined copy, optimised user experience, and a strategic email program.

The Situation

1

Claridge’s Flowers launched with a strong offline presence and immediate success, quickly becoming a luxury floral brand synonymous with the renowned Claridge’s hotel. As the brand grew, they decided to launch an eCommerce site, however, their small team faced challenges in managing the development due to limited time and in-house eCommerce expertise. This left them in need of strategic, technical and practical support to effectively bring their brand to life online.

2

The brand faced some key digital challenges - a partially completed website with gaps in functionality, UX, content and storytelling, requiring significant updates to reflect the luxury experience of Claridge’s Flowers. There was also a need for a cohesive eCommerce strategy, to ensure the site launch could capitalise on key holiday sales. There was no email marketing programme set up for the launch, limiting engagement and customer retention opportunities.

The Formation POA

  • Finalised website development

    Formation Studio joined during the final stages of the website development, to ensure that the site was ready for a seamless launch ahead of the busy Christmas period. We focused on optimising key areas of the website to enhance user experience for a smoother customer journey.

  • Improved site design

    We worked closely with the Claridge’s Flowers team to implement strategic design updates that would elevate the site’s visual appeal and usability. This included refining the layout and navigation, ensuring a luxurious, easy-to-use experience for customers shopping online.

  • Created elevated content

    Our team crafted copy aligned with Claridge’s brand ethos, reinforcing the connection to the luxury hotel. We also curated and resized images to beautifully showcase the floral arrangements. Both copy and content were seamlessly integrated to highlight the brand's heritage, quality, and attention to detail.

  • Set up CRM programme

    In addition to the website enhancements, we set up a robust Klaviyo CRM programme. We created targeted customer segments, allowing for personalised email campaigns that would foster deeper engagement and customer loyalty beyond the launch phase.