Read about how Formation Studio delivered a full digital transformation for luxury jeweller Robinson Pelham, resulting in a modern eCommerce platform, elevated email strategy, 360 marketing support and impressive increases in online engagement and sales.

The Situation

1

When 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 While they had a strong retail presence and international recognition, their digital approach was outdated, with an underperforming website, minimal email engagement, and no cohesive brand or marketing strategy. The brand needed a robust digital transformation to improve their online experience and meet their scale-up goals.

2

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

  • Digital audit and strategic recommendations

    Digital audit and strategic recommendations

    We conducted an extensive audit of Robinson Pelham’s existing digital ecosystem, including their website, CRM, email strategy, and marketing approach. This audit was presented as a comprehensive roadmap, guiding the brand toward a fully modernised digital presence that could support their long-term objectives.

  • Website replatforming from WordPress to Shopify

    Website replatforming from WordPress 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    Recognising the limitations of their outdated WordPress site, we replatformed Robinson Pelham’s website to Shopify, delivering a faster, user-friendly, and mobile-optimised eCommerce platform. We managed this as a full service project end-to-end delivery including the creation of a new content strategy, video content and copy.

  • Email replatform from Mailchimp to Klaviyo

    Email replatform from Mailchimp 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.

  • Ongoing marketing and eCommerce management

    Ongoing marketing and eCommerce management

    We built out a clear strategic brand plan and refreshed brand guidelines to ensure a clear objectives and a cohesive visual approach and brand voice across all digital channels. We built out a channel recommendation and manage all marketing, CRM and eCommerce channels on a retained basis.

Results

+115%

Increase in email CTR%

+81% 

YOY online sales growth

+120%

increase in email OR%

+30%

increase in email subscribers

  • We were introduced to Formation Studio with two unrelated projects in mind and very little time to execute them. Philippa and Ellie hit the ground running. They have guided us well and are clear about what each project needs to achieve. They are driven by taking a step and assessing how effective it is, quickly. Great to deal with, open to feedback, personable and effective. We enjoy working with them.

    Vanessa Chilton

    Founder, Robinson Pelham