Rebrand
April 2023
New Logo
Implemented Changes
To ensure the rebrand from LSE Retail Group to ValueLights went smoothly I've enhanced our customer experience by implementing changes across various touchpoints. Our marketing emails were streamlined into automation, broadcast, and transactional categories, ensuring targeted and relevant communication. I've made direct improvements to different CMS pages on the webiste, optimising user navigation & engagement. We also revamped our social media startegy and product packaging to reflect our updated branding, providing a cohesive and appealing unboxing experience.
Email Marketing
Rebranded our marketing emails to improve engagement and ensure consistency across all communications. This updated designs aligns with our new brand identity and better resonates with audience, enhancing their overall experience.
Automation Emails
Customers often add items to their bags, but may change their minds and leave the website without completing their purchase. Abandoned cart emails are automated messages sent to these customers, aiming to entice them back to the site to finalise their purchase. These emails usually contain a friendly message along with images or descriptions of the items left in the cart, serving as a gentle reminder to complete the transaction.
With a rebrand happening I have re-visited the email flows to improve the conversion / open rate and engagement. The changes I've added where the A/B test looking into wether the email with discount vs no discount worked better and once the user left the wesite how quickly they should receive the abandoned bag email.
On the 'Before' email the design was based on the original branding we had for ValueLights, Its was very colourful and at times quite distracting. The improvments Ive made to the email designs are:
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Bigger title - well visible on the mobile + higher up.
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Menu of products listing 5 main categories instead of just 3.
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Clear layout of the abandoned products listed alongside their price + baskets total.
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Clear CTA leading user to their basket.
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Example of reviews.
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Condensed USPs as a footer
Before
Abandoned Bag Email
After
Abandoned Bag Email
Broadcast Emails
An email broadcast, also known as a mass email or email blast, is sent to a large list of recipients. Primarily used for promotional content and newsletters, the main goal of an email broadcast is to reach a broad audience with minimal investment.
Both emails are example of assets used the promotional activity, precisely Sale. The main difference is that 'After' email is using red for sale. Highly associated colour with price reductions and/or clearances. The red banner also has mobile optimised typography and clear visualisation of different product categories available,
After rebrand each broadcast email would have primary message and secondary in case the user would scroll past the first message but wouldn't be interested. With having secondary message we are giving the user extra option to click on, hopefully leading to successful purchase.
Before
Abandoned Bag Email
After
Abandoned Bag Email
Home Page Designs
Designing an effective home page is crucial for converting visitors into customers. Strategic layouts, such as sliders and product recommendations, play a significant role in this process. Sliders allow you to showcase multiple products, promotions, or key messages in a dynamic and visually appealing manner, capturing the viewer's attention immediately. Product recommendations, often based on user behavior and preferences, provide a personalized shopping experience, increasing the likelihood of purchases by suggesting items that visitors are more likely to be interested in. These elements work together to enhance user engagement and drive conversions.
Social Media
Example of Instagram Story
