Bowers & Wilkins

Background:
Bowers & Wilkins, the renowned premium audio brand, embarked on a transformative journey to enhance its digital presence and elevate the online shopping experience for its customers. With a legacy of delivering unparalleled sound quality and a commitment to innovation, the company sought to redefine its website to cater to a wider audience while maintaining its brand integrity.

Objectives:
+ Showcase Bowers & Wilkins as the world's most desired, premium audio brand.
+ Build customer loyalty and lifetime value.
+ Drive brand awareness and leave a premium impression throughout the customer journey.
+ Appeal to a wide range of customer types, from luxury lovers to audiophiles to entry-level buyers.
+ Highlight partnerships and collaborations as trust multipliers.
+ Convey the brand's story, heritage, and credibility.
+ Make the purchasing process simple and easy.
+ Appeal to new demographics while supporting legacy customers.
+ Streamline product pages and the conversion funnel.
+ Drive in-store demos and cross-channel direct-to-consumer connections.

Solution:
Bowers & Wilkins partnered with CQL to migrate to a new eCommerce framework on Salesforce Commerce Cloud that prioritized efficiency, flexibility, and cost-effectiveness. The redesigned website focused on immersive storytelling, showcasing the brand's rich history, technological innovations, and commitment to audio excellence. Multimedia elements were integrated to engage visitors and convey the Bowers & Wilkins sound profile.

The website's navigation was revamped for intuitive browsing, with streamlined product pages providing comprehensive information and seamless checkout processes. Emphasis was placed on highlighting partnerships and collaborations, serving as trust multipliers and reinforcing the brand's credibility.

To appeal to a diverse audience, the website featured personalized recommendations and exclusive offers while maintaining support for legacy customers and high-end products and services. Integration with retail locations facilitated in-store demos and cross-channel direct-to-consumer connections, enhancing the overall shopping experience.

Results:
The redesigned Bowers & Wilkins website exceeded expectations, driving brand awareness and customer engagement. The site supports the US, CA, United Kingdom, France, Germany, Netherlands, Belgium, Spain, and Italy.