The Bottom Drawer
Offering alternative wedding gifts, The Bottom Drawer wanted a powerful online system that would differentiate it from other Web retailers and help to streamline internal business processes.
www.thebottomdrawer.co.uk
Our challenge
The Bottom Drawer works with a number of retail partners to offer alternative wedding gift lists, including contributions towards garden makeovers, holidays, and other unusual presents.
In a competitive market, a dynamic new website was fundamental to The Bottom Drawer's mission to grow its customer base and make the business more efficient. Part of the challenge was to empower couples to manage every element of their gift list, thereby freeing up the retailer's time and resource.
What we did
Having acquired The Bottom Drawer in late 2005, Managing Director Ian Bush soon began briefing Web agencies about changing the site design and automating a number of business processes. He says that our solution, which involved the following elements, simply stood out from the others:
- Importing a historical customer and order database into the new back-end system
- Integrating our content management solution across the business
- Automating internal systems to provide better customer service and cost efficiencies
- Creating a simple registration and gift selection process
- Integrating password-protected areas so couples can more easily manage their gift lists
- Offering an easy and secure way for wedding guests to browse the site and purchase the perfect gift, including taking payment in different currencies
The results
In 2005, around 40 couples registered for The Bottom Drawer gift list; by the end of 2007, this increased to more than one couple per day. The increase in registrations and gifts purchased is having a direct impact on revenue generated from The Bottom Drawer's network of retail affiliates.
As Ian Bush says:
"We take the hassle out of organising wedding gifts, for both the couple and their guests - having a powerful website is key to this. The online systems that Simplicity created for us are already having a very positive impact on our business and we look forward to a long partnership with them."
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