John Smedley Case Study

Established in 1784, John Smedley is world renowned for crafting beautiful, high-quality garments in Britain. They have customers in shopping with them in over 150 countries.

"We are very happy with our new website. The team at Williams has done a great job with all the complex integrations we required, and we feel we have really optimised our operational efficiency and embraced the Adobe Commerce platform tools. We have a very rich history and the design team have done a good job to revitalise the website’s..."

Background

Williams Commerce has been John Smedley’s
chosen e-Commerce and marketing partner since 2010 working on short and long-term strategy and tactics

With such a large customer base across so many countries we had to be very tactical about how we approached their ecommerce build through several stages of development
Key objectives for this migration were:
Upgrade from Magento 1 to Adobe Commerce Cloud
Deliver to 154 counties with a focus on the core countries: UK, Europe (EUR), Europe (GBP), Denmark, France, Germany, Japan, China, USA & Rest of the world.
Service all B2C customer from one instance of the Adobe Platform
Redesign the website with mobile first knowing that 60%+ customers use their mobile to purchase.
Integrate with the ERP, Finance and Warehouse systems.
Have a very strong marketing migration plan to not lose rankings.

Approach

A big deep dive and discovery to determine the needs of John Smedley but primarily their customers.

Collect as much data as possible to make considered decisions.
Current website analytics and heatmapping and the existing brand guidelines.
Sales data to understand sizing: traffic, order, customer volume, aov, peaks etc.
Customer types: What type of customers are there and what do they differ per country.
Specific country needs, language, currency, payment method etc.
Business needs like how many administrators, type of administrators, reporting and flows.
Workshops with IT/Technical teams and third parties to determine the technical capabilities of their existing ERP, Finance and Warehouse systems.
Business needs, customer needs and system capabilities for a complete solution.
After sign off the build went ahead with full use of Adobe its capabilities.

Technology

Services

Results

We specified an Adobe Commerce Cloud infrastructure with 11 stores for the specific focus countries and ROW. We integrated Global-E to provide a technical solution for managing multinational payments across all regions. The outcome was a solution that:

Deliverd to 154 countries with live calculated rates.
A new design focused on devices that delivered a 30% increase in mobile revenue
Data driven decisions on design that increased Conversions Rates through CRO by 10% YoY
One Adobe instance driving all Global online sales and is integrated to automate the business flow as much as possible.

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John Smedley Case Study

Delivered to 154 countries

Mobile Revnue up by 30%

10% increase in conversion rate

Background

Approach

Technology

Services

Results

CUSTOMER SINCE

PROJECT SIZE

SECTOR

case studies

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John Smedley Case Study

Delivered to 154 countries

Mobile Revnue up by 30%

10% increase in conversion rate

Background

Approach

Technology

Services

Results

CUSTOMER SINCE

PROJECT SIZE

SECTOR

case studies

Trusted by global ecommerce brands

Let's discuss your project

London

Leicester

Scotland

New York​

Australia

India

London

Leicester

Scotland

New York

Australia

India

Subscribe to our newsletter

Our credentials

New York