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Citizen, the country's leading mid-priced watch brand, was looking to increase overall sales on their Amazon storefront heading into the holiday season. Secondary to this objective was to update the overall look and feel of the channel to reflect their latest campaign in a way that was optimized for the Amazon channel.
We began with a full audit of both the back and front-end of their Amazon storefront. We discovered that the user-flow and experience made it difficult for customer’s to find the products that fit their taste. Many of the product listings were not optimized to take advantage of Amazon’s search algorithm and there was a lack of effective A+ content, which Amazon favors when displaying search results. Finally, the overall experience was lacking a storytelling element that has become such an integral part of Citizen’s latest brand campaign.
A fully enhanced user-flow was necessary for Citizen’s Amazon Storefront. After reviewing several other high performing mid-tier luxury brand storefronts, it became clear that Citizen’s storefront was lacking in overall aesthetic, design, and content. We created a wireframe that re-organized their Store with pages for each product collection, such as CZ Smart, Promaster, and Ladies, to make it easy for customers to navigate and consider their product offerings. By adding a new arrivals section and highlights, as well as promoting Amazon exclusive products, we were able to keep Citizen’s shoppers up to date on the brand’s latest product releases and increase brand loyalty. We also heavily implemented sub-pages to keep the content organized, and reduced the amount of product grids that diminished the user experience and made the product seem cheap and cluttered.
The Store also needed increased functionality, so an updated navigation and visual hierarchy was integrated through the use of product and lifestyle imagery. The homepage was re-designed to act as an educational landing spot for the brand. With the new brand campaign having been recently launched, it was the perfect spot to continue their story and show off their new look and products. The “above the fold” experience was completely re-done, where we integrated a brand video to show-off the full breadth of products that Citizen has to offer. Right below that we re-worked the navigation to make it easy for users to shop and browse, and find the right product for them. This simplified structure, well-defined navigation, and the integration of product subpages increased dwell time and the overall UX substantially.
Overskies in-house team of digital designers were able to infuse Citizen’s latest brand campaign by tying in key elements, preserving the overall brand story and helping to drive consideration. Each product section and highlight was updated with fresh brand assets designed and produced in-house at Overskies. Additionally, A+ content was created to tell individual product stories through video, product descriptions, high-quality images and other interactive features. The A+ content helps Citizen show up higher in search results, as well as moves viewers to consumers.
The redesigned store was tested with a sample of users to gather feedback and identify any remaining issues prior to launch. The new storefront was then launched prior to the holiday season along with multiple paid campaigns carrying over the new look. The new and improved storefront user experience provided something for consumers at all points of their buying journey.
Over the course of the holiday season, the redesign of the Citizen Amazon store was a resounding success, with positive feedback from users, and significant benefits for both customers and the business. The combination of paid media and a refreshed storefront has had a noticeable impact, attracting 58% more visitors to the Citizen store on Amazon. The revised storefront design simplified the consumer’s path to purchase with an impressive 88% increase of sales on the homepage. Additionally, customer engagement has improved, as evidenced by the 8% increase in the number of watches ordered, which resulted in a 10% overall increase in dollar sales. The team's focus on improving the user experience has paid off, resulting in increased customer satisfaction, and higher conversion rates, making the redesign of the Citizen store on Amazon.com a resounding success during the brand’s most critical season.
"The principal goal of any Creative Manager is to offer up visually innovative solutions to communication objectives. CSI has become a critical part of this process at Konica Minolta.”
Ted Brolsma
Creative Services Manager, Konica Minolta
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