Analysis that helped save a high street brand
With the proliferation of the smartphone, the desire for brand SLRs, wide angle lenses and tripods was shrinking within the general public. Competitor Jessops was under threat and London Camera Exchange needed to explore ways of impriving their core offering and more importantly - access to it.
Let me explain some of the vital findings we made that helped rescue this high street hero
Our 72 page Online Performance Report (deep site and paid advertising audit), gave rise to numerous technical decisions that helped London Camera Exchange move forward
Project Brief
WEBSITE AUDIT
- Technical geniuses within photography, the company required external help to identify where it was falling behind in its online digital technology.
COMPETITOR ANALYSIS
- Several big high street names were falling, yet sveral were getting stronger. If LCE were to modernise, then we needed to clearly understand what the competition was doing online.
The online performance report took 2 weeks to research and a further week to write and present
Project Delivery
WEBSITE AUDIT
- My agency delivered a 70+ page Online Performance Report to the directors of London Camera Exchange - the photographer retailer with over 26 high street stores.
COMPETITOR ANALYSIS
- The report covered everything from speed and mobile responsiveness, to the instore/online experience, to branding and site search. We included a final section looking at 3 of the main online and offline competitors in the space so as to discover best practice and new ideas.
The client implemented approx 70% of our recommendations which drastically improved their site performance and usability
Outcomes
London Camera Exchange went on to adopt 100s of our recommendations through their internal web development team and are still fighting the good fight today, despite the collapse of high profile competitors like Jessops.
- Client undergoing digital transformation
- Competitors like Jessops had recently gone bankrupt
- Digital brands like Wex and Park Cameras were surpassing them online
- Complex franchise structure was a challenge
- 72 page Online Performance Report became a centrepoint
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