Creating Personalisation for Farrow & Ball a British icon

There was a huge opportunity for Farrow & Ball to continue to further enhance their brand in the digital commerce space. Discerning customers demand a clear journey delivered in a premium and personal way to help them not only choose the right colour but receive a befitting service of such an iconic brand. The existing e-commerce platform did not offer the ability to personalise the journey, make recommendations nor create useful tools to help decision making and sales.

We had a short window to migrate from the existing system before renewal costs, but needed to ensure we created a premium, unique and innovative site that could transform the customer experience. 

We had a short timeline so the most important thing was to build a single team between The Pixel and Farrow & Ball. We created intensity from the get go; collaborative workshops, iterative planning and development, quick fire design and UX and deep dives on customer journeys. We took insight from the existing data to better understand needs.

We also conducted customer research in showrooms to understand the real-world behaviours and purchase journeys. We worked as an aligned team around the strategic ambition and the delivery to get us there with the short time frames – prioritising, solutionising and operationalising as we progressed.

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We interrogated the full user journey and realised that the Adobe Commerce solution would deliver against much of the business needs with the addition of a few bespoke integrations. Smart Design and UX ensured we took customers on the journey explaining the brand and the products and helping them make decisions and purchases with greater ease.  We created more personalised customer journeys using real time analytics to understand customer needs based on selections and offer the best products; colours, finishes, designs etc.

This would even recognise the types of rooms customers were renovating and ensure they were only offered the correct products.  We simplified the admin to ensure the internal team had ease of use to change and amend as and when they needed – increasing efficiency and decreasing cost.  Revised CMS made it easier to manage the full portfolio of products and content.

We also created a bespoke Paint calculator to help customers understand the quantity of paint they required to make purchase decisions easier.

All of this intense work has paid dividends already and was delivered on spec, on budget & on time.