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 improving 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.
Project brief
Identifying where a beloved retailer was falling behind online
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 several were getting stronger. If LCE were to modernise, we needed to clearly understand what the competition was doing online.
Project delivery
A 70+ page report delivered to the board
Website audit
My agency delivered a 70+ page Online Performance Report to the directors of London Camera Exchange — the photography retailer with over 26 high street stores.
Competitor analysis
The report covered everything from speed and mobile responsiveness to the instore/online experience, 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.
Outcomes
Still fighting the good fight today
London Camera Exchange went on to adopt hundreds of our recommendations through their internal web development team and are still trading today, despite the collapse of high-profile competitors like Jessops.