A fresh new look for their latest catalogue
Client:
The Collar Company
Project:
Branding Development, Catalogue & E-commerce Website Main image:
Testimonial:
Sarah Gray, Director of Shirts by Mail Ltd t/a The Collar Company
Background
Since its inception in 1989, The Collar Company has been known for the quality of its cotton shirts and lambswool knitwear. Considered to be an exclusive, niche brand focused on the more mature lady, The Collar Company has gathered its loyal following through stands at country shows, mailing catalogues and latterly through its online store. The team at Mulberry Square are proud of their relationship with this organisation, which dates from 1993.
Task
- To create a broader appeal in The Collar Company brand in order to accelerate customer acquisition in a difficult economic climate
- To control catalogue production costs at a time when material prices are escalating
- To implement an e-commerce platform, with a secure payment gateway for the website that also provides stock management and telephone ordering functionality, as well as managing customer data
- To provide complete digital marketing support
Solution
- With the emphasis on high quality colour management during production, a new printer with the latest technology was used to maintain the Collar Company’s environmental credentials and to control cost
- We developed a bespoke e-commerce platform with full secure payment gateway integration with SagePay that also provides for full stock management and telephone sales functionality
- We added Google Analytics to the online store to enable us to provide digital marketing support measuring the ROI of the SEO, online marketing and PPC advertising campaigns that we manage
Results
- As a consequence of the branding development, customer acquisition increased by 20%, catalogue sales increased by 10%, online sales increased by 15% and email mailshot sales increased by 12% compared to the same period in the previous year
- 62,000 Autumn/Winter catalogues were photographed, designed, print managed, personalised, poly-wrapped and mailed by Mulberry Square with no increase in unit cost per catalogue
- Supported by the improved user experience, visitors to the online store viewed 40% more pages and spent 26% more per order compared to the same period in the previous year
- As a result of the integrated online store and sales management system, The Collar Company are able to make a saving of £10,000 per annum on IT support and maintenance
- Mulberry Square now provide The Collar Company with marketing data that enables them to be confident that they are gaining satisfactory ROI on any online investments they make
Services we provide to The Collar Company
- Branding Development
- Model Hair/Make-up and Studio Booking
- Art Direction • Studio Photography
- Retouching and Colour Management
- Graphic Design
- Print Management Including Press Passing
- Data Management
- Personalisation and Poly-wrapping
- Mailing
- Domain Name and Email Management
- Reliable UK Carbon Neutral Web Hosting
- E-Commerce Website Development and Support
- Digital Marketing
- SEO
- Online Advertising
- Media Booking and Advertising
DOWNLOAD the full case study in PDF format / VISIT The Collar Company Website
