Samuel Windsor
Bringing Brand Storytelling to the Fore: A Samuel Windsor Case Study
Strategy-led Partnership
Re-Theme Project
Shopify Plus+
Client
Samuel Windsor
Live site
Samuel Windsor, a heritage British menswear brand renowned for its well-made leather shoes and timeless apparel, partnered with Say Yes to revitalise its online storefront. The objective was to craft a premium Shopify theme that not only enhances user experience but also brings the brand's rich storytelling, commitment to craftsmanship, and sustainability initiatives to the forefront.
Key stats
29%
YoY Sales Increase
13%
Increase in Returning Customer Rate
25%
Increase in Order Volume
Central to the redesign was the integration of Samuel Windsor's narrative - its heritage, dedication to quality, and sustainable practices. The new theme prominently features high-quality product & lifestyle imagery, along with clear value proposition iconography.
The About Us, Craftsmanship, and Sustainability pages were meticulously crafted to convey the brand's journey from its inception in 2003 to its current stature. By weaving these stories throughout the site, customers gain a deeper appreciation for the brand's values and offerings.
Samuel Windsor's old, Shopify Dawn site.
Let's talk.
Drop your email below and we'll be in touch with you soon.
What we did
Recognising the importance of intuitive navigation, the site's hierarchy was restructured to align with user behavior and expectations. Product categories are now organised based on customer intent, facilitating easier exploration. This simplification of the browsing experience, utilising high impact image blocks, has allowed a relaunch of the Samuel Windsor clothing range, without overwhelming the user with an overload of new collections.
Advanced filtering options and predictive search functionalities were implemented to further streamline the shopping experience. Customers can now filter products by size, colour, material, fit and other attributes, ensuring efficient product discovery and selection.
Optimising Product Data Structure
To support the enhanced navigation and filtering capabilities, a comprehensive overhaul of the product data structure was undertaken. This involved standardising product attributes and ensuring consistent metadata across all listings. Such refinements not only improve the site's internal search efficiency but also bolster its SEO performance, allowing products to become more discoverable via external search engines.
This restructuring of data also allowed us to critically assess the data points that were most valuable to the customer, and make relevant decisions around the on-site experience.
Cross-Product Navigation
In order to better facilitate navigation between products of a similar type; Shopify's Search and Discovery app was utilised to set up "Also Available" sections on the product pages. This, along with a custom-built linked product function -facilitated through the use of a custom colour swatch metafield -enables the customer to easily navigate between similar items in different colourways.
Ed Bullock, Marketing Director at Samuel Windsor;
I was honestly carpet bombed with agency offers after posting on LinkedIn, but I'm really glad I found Say Yes. I met them at an event, and from the start they just got what I was after. No fluff, no pushy sales pitch. They helped us turn our vision into a premium online experience that reflects exactly where we want the brand to be: Elevated, refined and built for growth.
Our collaborative efforts culminated in a Shopify storefront that authentically represents Samuel Windsor's brand identity while offering a slick user experience. The integration of compelling storytelling, refined navigation and optimised product data has positioned the brand for sustained digital success.
This project underscores the transformative power of aligning digital strategy with brand storytelling and user-centric design.
If you'd like to find out about how Say Yes can help your brand; get in touch now.
Next project
All work
Follow us
Say Yes Commerce Ltd © 2024
