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.

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

6. CHALLENGE - NOW
CONSUMER
WEBSITE
SOCIAL
MEDIA
BLOGGER
S
IN-STORE/
POS
PARTNERS
ADS
SAMPLING
EVENTS
TFAC

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

9. SOLUTION
CONTENT
DISCOVER
Unique, global online experience for W&N
COMMUNITY
CONNECT
COMMERCE
SHOP
One website powered by

10. CONTENT - DISCOVER
• One-stop artists’ resource.
• Tips & Techniques.
• Videos (How to, interviews etc..).
• Mediums finder.
• Articles & Inspiration.
• Colour charts.

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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Q&A
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