A core business objective for the Zoe & Morgan team was to decouple the site from it's reliance on HTML for content changes as well as provide a more effective solution for more timely content and promotional updates to both the NZ and UK storefronts.
All pages of the site were developed using Adobe Commerce’s Page Builder functionality, allowing the Zoe & Morgan team to easily create or edit existing pages. With Adobe Commerce’s content staging and scheduling, promotions and content can be scheduled in advance, so gone are the days of staying awake to launch campaigns at midnight.
Zoe & Morgan required the ability to operate multiple sites (New Zealand and United Kingdom), retailing a similar mix of products with unique pricing, shipping and and content per store, leveraging the same back end ERP and fulfilment integrations.
Through Adobe Commerce's inherent multiplicity, Overdose. delivered unique storefronts and admin interfaces, utilising the base integration architecture and site functionality with a unique front end UX and aesthetic per brand.
The huge range of products Zoe & Morgan offer makes it difficult to constantly be updating and monitoring top sellers, both in general and by the storefront. The Zoe & Morgan customer also had very specific preferences, whether it's gold vs, silver or an affiliation with specific birthstones, it was imperative to include a unique personalised browsing experience based on what products users are constantly revisiting the site to purchase/browse.
Using Nosto we were able to dynamically produce product recommendation blocks across the site, this helps users purchase what they are most likely to be interested in. We are also able to create AI-generated recommendations for each individual. Utilising the full Nosto experience we can include widgets into EDM campaigns and automated flows such as Abandon carts, this allows us to include products they abandoned but also show products they were viewing for increased conversions.
Implement an integrated custom solution to handle pre-order products utilising the newly created pre-order functionality in Adobe Commerce Cloud.
Implementation of custom logic to identify products that are available for pre-order and display pre-order related data which is synced via the vend Integration
Brand identity and perception is a key part of Zoe & Morgan’s success in New Zealand. Their challenge was to run the sale of the year, whilst maintaining their premium brand perception and without setting the expectation of regular discounting in future.In summary, the main challenge was the brief to create hype around the annual sale without sounding 'salesy'.
The Overdose. team advised on a phased approach, commencing with a content testing framework three months prior to understand how audiences reacted to different ad variations. This allowed us to identify the top-performing quality content to which the audience responded most strongly in a non-sale environment. Main learnings pointed towards usage of key products in imagery and carousel formats - which drove high user engagement, and positive comments and generated the strongest sales. The second phase consisted in utilising these content learnings and developing a media approach to drive hype. This was achieved through a teaser campaign, promoting Zoe & Morgan’s sale as an event given it only occurs bi-annually. A combination of online and in-store engagement through tagging friends drove awareness prior to the event. The final phase was the sale launch, which was focused on video and carousels which have been effective and remained on brand. Audience liquidity tactics also allowed Zoe & Morgan to reach a wider audience and increase the reach seen the year prior, which in turn was reflected in the strong results.
A vital part of Zoe & Morgan’s offering in-store is their beautiful collection of engagement, weddings and one-of-a-kind pieces of jewellery. With the refresh of their eCommerce site, they wanted to be able to make these pieces available to buy online for customers who don’t live close to a Z&M store.
To make the user experience as seamless as possible, the user is able to customise any of the pieces in the core range to fit their preferences – whether that’s the metal used, the stone type or quality. Housing content such as size, material and stone guides directly on the product page helps customers build confidence to make their purchases online.
Not only did the event bring in the most amount of sales seen over a weekend ever, but over the following weeks, Zoe & Morgan were also continuing to see a higher amount of traffic and new users to their site despite having slowed advertising – demonstrating ongoing impact. Organic engagement across social media saw an increase over this period and they gained 2,000 new followers on Instagram which enforces the success of the efforts to maintain the strong brand perception and following.