Prior to relaunching its new website, Winsor & Newton was faced with the challenge of having a limited, direct relationship with the users of its fine art products. By putting the artist at the heart of its strategy and including innovative, built-in community tools on its site, the company has developed real online stickiness.
Inspiring creativity online paints a rosy picture for Winsor & Newton
1. James Candy
Business Development Director
Red Technology
Fleur Meurer van-Heek
Head of Ecommerce
ColArt International Holdings Ltd
Inspiring creativity online paints
a rosy picture for Winsor & Newton™
2. • INTRODUCTION TO WINSOR & NEWTON AND RED TECHNOLOGY
• CHALLENGE
• STRATEGY
• OBJECTIVES
• SOLUTION / INNOVATIONS
- DISCOVER
- SHOP
- CONNECT
• INSIGHTS
• BENEFITS
• Q&A
SESSION
3. INTRODUCTION
Innovative multichannel ecommerce solutions
for mid-large sized retailers, distributors and
manufacturers.
The tradeit ecommerce platform provides
tremendous competitive advantage due to
its combination of:
• Powerful promotions & advertising
engine.
• Flexible content management system.
• Sophisticated, built-in community tools.
• Omni-channel retail capabilities.
• Comprehensive order management
system.
Winsor & Newton is one of the 7 brands, owned by
ColArt International Holdings Ltd.
Founded in 1832, Winsor & Newton is the leading,
global fine art materials brand.
Operations in 16 countries and supported by global
network of trade partners and distributors.
Products sold in over 120 countries worldwide.
Innovation through consumer insights, research
and development;
4. INTRODUCTION
“INNOVATION IS CHANGE
THAT UNLOCKS NEW VALUE”
Technology is changing the way that artists learn their craft, shop for
products and communicate with each other.
5. CHALLENGE - BEFORE
Prior to launching its new website, Winsor & Newton was faced with the challenge
of having a limited, direct relationship with the users of its fine art products.
CONSUMERSTORE
B2B TRADE
NETWORK
7. CHALLENGE
Link between consumers’ usage of brand websites and their
brand purchases in retail stores
55%Number of shoppers who
use a store locator before
going to buy their goods.
Source: Wanderful Media
33%Increase in amount spent
in-store by those who research
online before buying.
Source: Google, Online to store (EMEA)
Source: Accenture/comScore/dunnhumby USA research
Increase in retail store
spend of visitors to
brand websites over
non-visitors.
37%
8. WINSOR & NEWTON’S ONLINE OBJECTIVES
To establish a new sales channel for Winsor & Newton by creating a world
class ecommerce site that will provide state of the art personalisation and
an industry leading brand & shopping experience to increase brand
awareness, trial and loyalty.
Build & deepen relationships
with the art community
1) Strengthen brand to increase pull &
marketing effectiveness.
2) Gain insight to be more innovative in
product development.
Boost Online sales
11. COMMERCE - SHOP
• Class-leading ecommerce
functionality.
• Cross-sell and upsell through
sampling activities.
• Worldwide Store locator.
• Open up sales in territories not
covered by retail partners.
• Ability to personalise content based
on user profile – user insights.
• Highly visual product presentation.
12. COMMUNITY - CONNECT
• Upload a profile/biography for
other users to see.
• Upload and share artwork.
• Follow other artists and allow
them to follow you.
• “Like” products, content, artists /
art to build personal view.
• Interact with other artists.
• Built-in online community.
Create your own online gallery.
• Events calendar, Exhibitions,
Gallery openings etc…
13. INNOVATION
• Tiles serve content from all three
sections of the site.
• Personalised for media type.
(Oils, water colours, acrylic, gouache etc…)
• Ability to personalise & merchandise
based on user profile.
• Search Products, Artwork, Videos,
Members, and Tips & Techniques,
• Activity Feeds bring everything
together.
14. BENEFITS
• Consumer Insight
• Analyse browsing & shopping behaviour
• Drive product innovation & development
• Create new product categories and market growth
• Blueprint for ColArt’s other brands
• Additional sales channel
• Build closer relationships with end users
• Strengthen links with retailers
15. INSIGHTS - RESULTS
Increase in revenue
month on month
40%
42%
Increase in the number of
users of the store locator
65%
Since Launch June 2014
15%
Bounce rate decrease
30%
Increase in the number of
orders month on month
25%
Increase in the average
session duration
Increase in number
of visitors
16. INSIGHTS – ARTISTS’ FEEDBACK
“The Connect section is an important feature [of the new site].
It’s always useful to be able to discuss ideas with like-minded people
and to see what emerging artists are making. A platform for artists to
be noticed is really useful, and to have the backing of such an
established brand is great.”
Luke George and Elizabeth Rose (2013 Griffin Art Prize winners)
“The Connect section on the new website is a milestone, and not
just for artists.
It shows what can be done with the products and it’s really good for all
people to connect and interact: students, artists, art professionals, and
the general public.”
Zimou Tan (Professional Portrait Artist)
17. Tel: 01865 880 800
Web: www.redtechnology.com
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THE COMPANY WE KEEP…
Q&A
IF YOU HAVE ANY QUESTIONS, PLEASE GET IN TOUCH
Editor's Notes
Into to companies we represent
Focus on W&N
start by looking at the Challenge facing one of the oldest and largest fine art manufacturer’s
The Strategy and Objectives to ensure W&N remain the market leader and number 1 choice for artists globally
Solution and innovations of new global website to ensure W&N remain global leader
What has been the impact since the project went live
1/3rd share of the world market for artists’ colours, + leading supplier of colour products to the education & craft markets.
Behind some of the worlds most loved master pieces – Picasso is but one artist who used W&N
Innovation focus runs through project
Red. Innovative solutions for Retailers, Manufacturers, & distributors – using our ecommerce platform as engine behind every delivery.
Promo and adverts to excite / Rich CMS to enhance user experience + content to attract visitors
Community to drive continual user engagement & stickiness with website.
Omni channel retail capability helping to provide the glue to retailers eco systems,
Winsor & Newton’s new website needed to reflect these changes, through both technological advancements and the way they interacted with their customers. Over the centuries, ColArt brands have worked with artists to better answer their needs. Through consumer insights, research and development our brands supply artists with superior quality and state-of-the-art products. As a trusted developer of fine art materials, ColArt makes brands better by investing in them through innovation. This innovation makes it possible for creative people to explore their artistic potential and inspire others.
Traditional model of most sales/interaction being through 3rd party’s. Essentially a manufacturer with B2B sales to retailers. Marketing to end users was limited and consumer visibility was poor. Now changing to become a multichannel retailer using the website to drive change.
Traditional model of most sales/interaction being through 3rd party’s. Essentially a manufacturer with B2B sales to retailers. Marketing to end users was limited and consumer visibility was poor. Now changing to become a multichannel retailer using the website to drive change.
- ACTIVATE all consumer touchpoints ON & OFFLINE.
- Communicate with all targeted consumer groups and gatekeepers.
- STRONG, CONSISTENT COMMUNICATION, underpinned by rich storytelling and strong imagery.
To maximize impact, the brand website must include compelling brand value messaging, frequent content updates, and content that engages visitors such as promotions, philanthropic appeals, product demonstrations, surveys, and downloadable applications and games.
Brand is now destination –goes far beyond just ecommerce, just resource, just community
Gain a direct relationship with their users.
Build and influence brand loyalty.
Greatly increase their touch points with artists.
Increase sales – online and retail partners.
Attract new audiences.
Offer a rich environment to showcase products.
Provide valuable insight into users.
Use artists to attract other artists.
Build closer links to retailers/partners.
Deliver a unique Global online experience for W&N, with the artist at its heart. Single destination for artists globally, to buy, get tips, exhibit and socialise.
Each section designed to drive activity back to the website helping to ensure that all important brand engagement, awareness and drive sales (on and off line).
Bringing three key areas in a unified site – beyond traditional ecommerce solution
W&N can influence and learn with users through its medium and not via third parties or across separate touch points – overcome the challenge
increase the depth of content/resources - Differentiate from Competitors, drive user and repeat user engagement.
easier to navigate, more exciting etc…
More content drives greater interaction with consumers, spreads the brand to a wider audience and increases visitors to the website. It also enhances SEO which in turn drives even more users and creates a virtuous circle of improvements.
For Winsor & Newton the SHOP aspect of the site meant they were able to open up a new sales channel, gain new consumer insights, showcase full range of products and drive consumers to their retail partners.
Social aspect of the website - opportunity for W&N to get closer to the world’s artists - For artists, it is an opportunity showcase their work - connect with peers around the world.
This key innovation provides W&N with effectively their own social network, ‘a mini Facebook’, that is powered by the tradeit ecommerce platform.
Then…
Create a biography (details about artist, social media links, own website, galleries, retail outlets selling their work)
Upload artwork (effectively creating your own online gallery)
Follow other artists
Like other user’s work, articles, videos, events etc…
Comment on other users work
The Innovation theme that runs through W&N and the project continues to ensure W&N remains the No1 choice for artists globally
Where a site is so rich with content and resource , activity feed is one of the key tools that will allow users to quickly be updated and access items of interest – in effect their website
For W&N - Drives users to site which presents opportunity to interact, influence and learn from the users directly!
Looked at May (pre launch) and July / August stats Post launch), all stats google unless stated
Increase in revenue 40% month on month we got from you.
Increase in number of visitors (May 35,967 vs July 59,310)
Increase in orders from tradeit admin (July 158, Aug 223, September 273)
Increase in the number of users for store locator (May 738 Vs July 1051)
Bounce rate (May 52.37% vs August 44.9%)
Average Session duration up 25% (May 2.38min vs August 3.17 mins