Read about how Formation Studio delivered a full digital transformation for luxury jeweller Robinson Pelham, resulting in a modern eCommerce platform, elevated email strategy, and impressive increases in online engagement and sales.
The Situation
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1When we started working with Robinson Pelham, they were a renowned luxury jewellery brand with over 25 years in the market, known for their exquisite craftsmanship and loyal clientele. While they had a strong retail presence and international recognition, their digital approach was outdated, with an underperforming website, minimal email engagement, and no cohesive content strategy. The brand needed a robust digital transformation to improve their online experience and meet their scale-up goals.
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The business had no in-house marketing or eCommerce team, and the team faced a growing need for strategic marketing and eCommerce expertise. The brand had fantastic products, distinctive branding and some very loyal customers but needed to start raising awareness and bringing new customers into the brand via digital marketing and channels. With increasing competition and a desire to reach new audiences, Robinson Pelham needed strategic support to enhance their digital presence and boost online sales.
The Formation POA
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Digital Audit and Strategic Recommendations
We conducted an extensive audit of Robinson Pelham’s existing digital ecosystem, including their website, CRM, email strategy, and content approach. This audit was presented as a comprehensive roadmap, guiding the brand toward a fully modernized digital presence that could support their long-term objectives.
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Content Strategy and Video content creation
We developed a new content strategy and refreshed brand guidelines to ensure a cohesive visual approach and brand voice across all digital channels. This included producing brand and campaign video content, helping Robinson Pelham better connect with their audience and convey the quality and uniqueness of their pieces.
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Website Replatforming to Shopify
Recognising the limitations of their outdated WordPress site, we replatformed Robinson Pelham’s website to Shopify, delivering a faster, user-friendly, and mobile-optimised eCommerce platform. The new website was designed to better showcase the brand’s craftsmanship and drive conversions.
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Email Platform Upgrade to Klaviyo
To improve customer retention and engagement, we migrated Robinson Pelham’s email platform from Mailchimp to Klaviyo. This shift allowed for greater personalisation, new customer segmentation, and the development of automated flows, creating a robust CRM program that encouraged ongoing engagement with customers.
Results
+115%
increase in email CTR%
+429%
YOY sales growth
+120%
increase in email OR%
+20%
increase in email database in just one month
