At The Pixel, we partnered with Farrow & Ball to revolutionise their digital shopping experience, creating a seamless, highly personalised eCommerce journey powered by Adobe Commerce and Adobe Target. Our goal? To empower Farrow & Ball’s customers with an intuitive, inspiring, and data-driven shopping experience tailored to their individual needs.
The Challenge: A Rigid, Outdated Platform Holding Back an innovative brand
Farrow & Ball’s previous eCommerce platform was limiting their ability to evolve:
- Lack of Personalisation – Customers received a generic experience with no tailored recommendations.
- Rigid Templates & Design – The content team had little control over adding or modifying content, requiring developer intervention for every change.
- Slow Feature Implementation – Launching new features, content, and promotions was time-consuming, impacting agility and customer engagement.
- Limited Creative Control – The inability to easily integrate inspirational content prevented Farrow & Ball from fully showcasing their brand story and high-end aesthetics.
Farrow & Ball needed a flexible, scalable solution that would allow them to create a more engaging and personalised customer journey while accelerating time to market for new features.
The Solution: A Dynamic & Data-Driven eCommerce Platform
To address these challenges, The Pixel implemented a comprehensive Adobe DX Suite, integrating Adobe Commerce, Adobe Target, and AI-driven personalisation tools to create a truly immersive and tailored shopping experience.
Segmentation Strategy & Audience Insights
Farrow & Ball serves a diverse customer base, requiring segmentation strategies tailored to unique shopping behaviors:
- DIY Home Improvers – Homeowners and renters looking for easy-to-apply solutions.
- Aspirational Consumers – Design-conscious shoppers seeking high-end aesthetics and curated color palettes.
- Interior Designers & Professionals – High-value customers needing premium finishes and cohesive color schemes.
To personalise the experience, The Pixel implemented data-driven visitor identification, using:
- Registered User Profiles – Logged-in customers receive personalised recommendations based on past interactions.
- Browsing Behavior & Content Engagement – Customers exploring specific room inspirations (e.g., kitchens, bathrooms) receive tailored imagery and product suggestions.
- Offsite Signals from Social Media – Pinterest and Instagram interactions inform personalised recommendations.
- B2B Segmentation – Trade customers receive special pricing, checkout options, and delivery preferences based on their business needs.
Delivering a Bespoke eCommerce Experience
Phase 1: Adobe Commerce Implementation
- Migrated Farrow & Ball’s eCommerce to Adobe Commerce, providing a scalable, agile platform.
- Streamlined checkout for both sample pots and full-size product purchases.
- Integrated an intuitive, responsive UX to enhance shopping ease.
Phase 2: Personalisation with Adobe Target
- Room Intent Recognition – Customers browsing specific room categories (e.g., kitchen, bedroom) are served personalised imagery and product recommendations.
- AI-Powered Product Recommendations – Tailors paint colors, finishes, and inspirations based on customer preferences.
- Dynamic Imagery Updates – After selecting a paint color, users see real-life applications of their chosen shades in curated settings.
Phase 3: AI-Driven Experience Enhancements
- Smart Paint Selection – Customers receive tailored color suggestions based on browsing and purchase history.
- User-Generated Content Integration – Showcases customer-submitted room transformations, building trust and inspiration.
- Email & Re-Engagement Campaigns – Reminds customers of viewed products, leveraging personalised email journeys powered by Mapp.
Phase 4: Smarter Sample & Paint Calculator
- Developed a standalone paint calculator to help customers determine the exact amount of paint required for their project.
- Ensured customer confidence by eliminating guesswork and reducing over- or under-purchasing.
- Created a frictionless journey, ensuring users seamlessly transition from sample selection to final purchase.
The New Farrow & Ball Customer Experience
Effortless UX & Personalised Shopping
- Smart product pages with interactive paint visualisation.
- Personalised recommendations for colors, finishes, and room inspirations.
- AI-driven browsing enhancements tailored to individual preferences.
Inspiring Content & Commerce Integration
- User-generated content from Instagram dynamically displayed to inspire shoppers.
- Personalised emails and ads based on previously viewed products.
- Integrated editorial and inspirational content to enhance storytelling and customer engagement.
Omnichannel Consistency
- Personalised promotions across website, email, and social media touchpoints.
- A cohesive journey ensuring every interaction feels relevant and engaging.
Results & Business Impact
- 40% Higher Engagement – Increased time on site through interactive features.
- 71% Higher Add-to-Basket Rate – Streamlined product discovery and purchase journey.
- 11% Lower Bounce Rate – More relevant content leading to improved customer retention.
Shaping the Future of Personalised Commerce
By harnessing the power of Adobe Commerce and Adobe Target, Farrow & Ball has successfully transformed its eCommerce strategy, delivering a personalised, content-rich shopping experience. This partnership with The Pixel has unlocked scalability, agility, and hyper-personalisation, ensuring Farrow & Ball remains at the forefront of digital commerce.
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