Ecommerce has revolutionised retail in general but the bespoke market has a distinct set of challenges that make it uniquely unsuited to transactional online purchasing. In order for somebody to feel comfortable ordering something that is being made just for them they feel they need to be able to see it, to touch it, before they can take the risk. This was the main issue that Crucial Trading had from the start of the project. Their products were almost too good – too unique – to be sold via oft-impersonal digital channels. How could we make up the difference between their in-store experience and their online offering?
The first thing we had to do was dig into Crucial Trading as a business and as a brand. We needed to intimately understand the core issues they were facing and only then would we be able to come up with a solution. This required stepping into the client’s shoes and seeing firsthand what was working and what wasn’t in their market.
After deep analysis – sifting through data and analytics, scoping competitors – we identified three core problems that were causing them to lose out on online business.