To develop and design a regionally based eCommerce solution in over 20 countries covering Europe, Africa, Asia & Australia.
To enable Le Creuset to develop a more vibrant & energetic online presence for their world class brand internationally.
As Le Creuset’s strategic eCommerce partner, we have helped to take Le Creuset global, covering a total of 20 international markets. So far, each Le Creuset site has been configured to support local languages and currencies.
As part of our 5-year global rollout plan, a soft launch strategy was implemented initially so that Le Creuset was not seen as encroaching on established sales channels. The UK site has been used as a proof of concept to initiate a promotion-led proposition across Le Creuset’s remaining markets.
Our commerce solution
Welcom Digital applied a standard approach to the project, involving requirement analysis, design, specification, build and test. The UK & IE sites were developed first and became the “blueprint” for future sites thus providing Le Creuset with economies of scale but still allowing flexibility to take into account market specific requirements.
eCommerce Design & UX
We focused our design around a simple, clean and quality user experience – to match the experience a customer would recognise in-store.
Mega drop down menu
Le Creuset have extremely iconic products, which is why we ensured their navigation was perfectly in tune with their image and oozed simple sophistication.
We placed image zones in the banner to ensure that products were always being presented, aiding the user journey through image association.
Search by colour
Colour is truly a magical property. It can transform an environment, create a style, set a mood and alter perceptions.
Le Creuset invites customers to choose the shades they like, in tune with their character and taste buds. It’s all about the user experience, this feature directly enhances that.
We focused on imagery placement for the home page. Le Creuset are able to show high quality aspirational images, promoting products through a lifestyle.
Interaction and promotion zones showcasing the beauty and quality of the products.
Recipes are key to the Le Creuset sites to inspire and ignite the Le Creuset consumer’s passion for cooking. After reviewing analytics data we ensured we placed our focus on the areas that were clearly important to the customer.
We emphasised and built up Le Creuset’s current recipe centre to include further recipes and merchandising zones. Mouth watering photography set the scene for the design of the recipe centre, importantly all dishes are cooked and presented in the iconic cookware range… who could resist?
Sales via the ecommerce channel have doubled year on year since its inception.