M I K A S A
About the Brand
M I K A S A – a luxury tabletop fashion company that designs and manufactures fashionable dinnerware, crystal stemware, barware, flatware and decorative accessories for the home.
Challenge
Increase sales and elevate a brand that's losing a luxury status in the tabletop market.
Solution
With a limited budget, redesigning the homepage and creating a mobile friendly environment was determined to be the most cost effective approach that would improve the overall experience for the customer.
Redesign the homepage by building modular content assets that can work in any order and support various styles of copy and graphics.
Introduce editorial content to elevate the luxury brand and introduce a softer selling opportunity.
Grow a returning audience by presenting editorial content on a monthly basis.
Create a mobile friendly site.
Result
The redesign and marketing initiative was a measured success that boosted over 40% return visitors. Sales grew steadily and averaged a 20% increase within the first year of the initiative.
Seasonal moods of Fall and Winter on the new homepage grid
Introducing Editorials
Customer retention was a vital part of the redesign effort. Everyday promotions were successful but further content needed to be invented to build the brand in a subtle way. A monthly budget was put into place for writers, in-house photographers and stylists to compliment simple promotions through product storytelling. For more editorial samples click here.
Free from a restrictive grid, the editorial project opened up endless design possibilities
Emails Redesigned
Not only was the email design updated but also the way the brand was sending emails. Segmentation was introduced, frequency was cut and promotions were more targeted. A steady rise in open and click through rates of about 30% proved positive feedback.
Email templates were simple and allowed creative placement of content
