KPS and The White Company

The White Company

eCommerce Transformation

Case Study

Over 25 years ago, Chrissie Rucker had a vision: to create a company that specialises in affordable, stylish homewares, all in white.

What began as a 12-page mail-order brochure is now one of the UK’s fastest-growing multi-channel retailers and a trusted lifestyle brand – offering home accessories, fragrance, furniture, clothing, loungewear, nightwear and children’s wear.

 

The White Company’s ambitious mission is ‘to be the global destination for effortless, stylish living.’ Look and feel are therefore vital components of the brand, and is a critical factor in appealing to its target audience.

 

All of its 60 UK stores are deliberately designed to feel like a tranquil oasis – fresh, stylish and minimalist. That calm, uncluttered and relaxed feeling may be easy to convey in store, but is a whole different challenge online.

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Challenge

With only a small digital team at the helm, The White Company found progress was hindered by a lack of flexibility to adapt to the ever-changing retail environment, and they sought an industry-leading SAP partner, KPS, to help guide them through the daunting eCommerce transformation.

The collaborative teams used surveys and analysis to define The White Company’s audience, mapped out all stages of the customer journey and identified pain points and requirements.

Once coupled with UX benchmarking of The White Company’s site and looking at leading digital players through KPS’ market-leading DAP report, the key areas for improvement were swiftly identified.

Find out how The White Company transformed their eCommerce with the help of KPS in the latest case study.

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Solution

This research told The White Company what customers wanted, and expected

More imagery and quick, easily accessible information to help them choose the products.

However, to add all this to the PLP created a challenging balancing act of maintaining a clean design aesthetic, whilst also introducing new content, imagery and functionality at pace.

With KPS’ help, The White Company have now begun the journey to a decoupled architecture, with SAP Commerce at the core, and a Vue.js front end using API/ microservice-centred design.

This has made The White Company’s online presence scalable, increased content, enhanced browsing, and delivered the best UX through increased functionality (like add to bag) and filtering to make finding the perfect item easier

Implementation

The implementation required careful handling

the white company

Every upgrade to The White Company’s online presence was treated as an individual project - carefully planned, designed to stay in keeping with the brand, and was subject to:

  • Comprehensive A/B testing and KPI measurement to determine business impact.
  • Detailed UX designs to maintain brand identity, using discovery sessions to define requirements and define MVP.
  • A one team strategy and constant communication to build collaborative culture.
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The Outcome

The result of this partnership is an attractive, responsive site fully embodying The White Company’s desire to give customers the outstanding quality products and wonderful service it promises.

The new infrastructure allows for easy introduction of reusable components to simplify further development across other areas.

All KPIs were tracked via an AB test of over 1m visits – helping The White Company prove business impact.

The primary KPI was to increase conversion rate, which was achieved across mobile (+8%) and desktop (+1%). The teams also received positive customer feedback and saw the overnight impact on customer behaviour.

  • 27% of add to bags now come from PLP (previously 0%).
  •  9% of site-wide saves now come from PLP (previously 0%). 
  • 16.5% of PLP visits engaged with an image on the PLP (previously 0%)

The work has resulted in a tangible sales and profit uplift of approximately £1m in sales (against an initial target of £500k uplift

Our new PLP has hugely improved the way we showcase our brand and products to our customers, resulting in more customers adding to bag and checking out. It was a brilliant start to our partnership with KPS, and we’re excited to build on this success.
Kate Parkinson, Head of Digital CX, The White Company
The White Company Case Study

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