The Art Of Travel

• Workshops and Interviews: Conducting multiple sessions with key stakeholders to capture the essence of SUITCASEƎ. We explored their mission, target audience, unique selling propositions (USPs), and overall business goals.
• Brand Ethos: The core values of SUITCASEƎ revolve around sustainable luxury, artistic design, and adventure. Their commitment to planting a tree for every order exemplifies their dedication to environmental responsibility.

Understanding the Audience

• Eco-Friendly Travellers: Those who value sustainability and responsible brands.
• Luxury Buyers: Wealthy customers who seek high-quality materials and design.
• Frequent Travellers: Regular flyers wanting durable, stylish luggage.

Research and Competitive Analysis

To ensure that SUITCASEƎ's website would effectively compete in the luxury luggage market, we undertook a comprehensive research phase that included:

• Competitive Landscape Analysis: We examined competitors to identify strengths and weaknesses in their online presence. This included an analysis of their website designs, user experience features, and sustainability messaging.
• Customer Insights: Through surveys and social media listening, we gathered insights into consumer preferences regarding luxury luggage, eco-friendliness, and online shopping experiences.
• Market Trends: We researched current trends in e-commerce, web design, sustainability in travel accessories, and AI technology integration to inform our strategy.

Wireframes and User Flows

We developed wireframes that mapped out the website architecture. These included user flows for key actions such as product browsing, pre-ordering, and accessing sustainability information.

• Colour Palette: Inspired by nature, we selected earthy tones that reflect the brand's commitment to eco-consciousness while maintaining a luxurious feel.
• Typography and Imagery: Elegant typography complemented by high-quality images of the products in travel settings conveyed sophistication and invited exploration.
• User Interface (UI) Elements: We designed intuitive navigation menus, call-to-action buttons, and interactive elements to enhance user engagement.

Development Phase

The development of SUITCASEƎ’s website was executed through an agile methodology, allowing for iterative improvements based on ongoing feedback.

Content Management System (CMS)

After evaluating various platforms, we chose WordPress due to its flexibility, scalability, and ease of use. This decision allows the SUITCASEƎ team to manage content updates independently.

E-Commerce Functionality

• Ecommerce Integration: We implemented essential functionality into our headless build, enabling robust e-commerce capabilities for handling pre-orders efficiently. This included customisation of product pages to showcase unique features such as artist edition decals and sustainable materials.
• Streamlined Checkout Process: We focused on creating a simple and secure checkout process that reduces cart abandonment rates by offering multiple payment options including "buy now, pay later".

Sustainability Section

A dedicated section was created to highlight SUITCASEƎ’s eco-friendly initiatives. This page features engaging graphics, infographics illustrating their impact, and transparent explanations of their materials and processes.

AI Concierge Integration

To enhance the shopping experience, we integrated an AI concierge feature that assists visitors in real-time. This virtual assistant can answer common queries about products, provide travel tips, and guide users through the purchasing process, ensuring personalised assistance at every step.

Utilisation of AI Actors in Product Videos

We developed innovative product videos featuring AI-generated actors who demonstrate suitcase features and travel scenarios. These engaging videos not only provide a unique way to showcase products but also help customers visualise how they fit into their travel experiences.

Screen Shots

Google Shopping Integration

To further expand SUITCASEƎ's online visibility and reach potential customers actively searching for luxury luggage, we integrated Google Shopping functionality. This allows products to appear in relevant search results on Google, driving traffic directly from search engines to the e-commerce platform.

Welcome Email Orientation Automation

We implemented automated welcome email sequences for new customers upon their first purchase or sign-up. This orientation email series provides helpful information about their order status, guides on using their new luggage effectively, and insights into SUITCASEƎ's sustainable initiatives. This automation not only enhances customer satisfaction but also fosters brand loyalty from the outset.

Customer Service Automation

To improve efficiency in customer interactions, we integrated automated customer service features including chatbots capable of answering frequently asked questions (FAQs), processing returns or exchanges, and providing timely support outside regular business hours.

Blog Integration

The "Wanderlust Journal" was integrated into the site as a platform for sharing travel tips, brand stories, customer experiences, and updates about sustainability initiatives. This feature not only supports SEO efforts but also fosters community engagement.

Search Engine Optimisation (SEO)

Throughout development, we integrated best practices for SEO.

• Conducted keyword research to optimise product descriptions and blog content.

• Implemented technical SEO measures such as meta tags, alt texts for images, and structured data markup to enhance search visibility.

Functionality Testing

We meticulously tested all website features—links, forms, e-commerce functions—to ensure they performed as intended across different devices and browsers.

User Acceptance Testing (UAT)

Involving select members of the SUITCASEƎ team in the UAT allowed us to gather valuable feedback on usability and overall experience before launch.

Performance Testing

We optimised page load speeds by compressing images without compromising quality and ensuring efficient code practices. This step is crucial for maintaining a positive user experience.

Launch Strategy

On launch day, excitement filled the air as SUITCASEƎ’s vision took flight online. Our launch strategy included:

• Social Media Campaigns: We collaborated with SUITCASEƎ to develop a coordinated social media campaign announcing the launch. Engaging visuals and compelling narratives were shared across platforms to generate buzz.
• Email Marketing: A targeted email campaign informed existing customers about the new website launch and exclusive promotions available during the initial weeks.
• Influencer Partnerships: We engaged travel influencers who aligned with SUITCASEƎ’s values to promote the brand's unique offerings through authentic storytelling.

Post-Launch Support

Following the successful launch of the SUITCASEƎ website, Bath Marketing Agency committed to providing ongoing support:

Monitoring Performance Metrics

Using tools like Google Analytics, we tracked key performance indicators (KPIs) such as traffic sources, conversion rates, bounce rates, and user behaviour patterns.

Training Sessions

We conducted training sessions for the SUITCASEƎ team on how to manage content updates effectively, track e-commerce metrics, and respond to customer feedback.

Continuous Improvement

Based on user feedback and performance analytics, we provided recommendations for ongoing enhancements to improve user experience further.

Just two months after launching their new website, SUITCASEƎ was honoured as a finalist in the UK Startups Awards for Creative Startup of the Year. This recognition not only highlighted their innovative approach to sustainable travel accessories but also validated our joint efforts in crafting a modern digital experience that resonates with consumers.

Results

The launch of the new SUITCASEƎ website yielded impressive results:

• Traffic Increase: 81% MoM increase in website traffic and over 1,700 keywords in the top 100 in 2 months.
• Sales Growth: The streamlined e-commerce functionality contributed to an increase in pre-orders during the first quarter post-launch.
• Positive Customer Feedback: Testimonials from customers highlighted their appreciation for the website’s aesthetics, ease of navigation, AI concierge support, engaging product videos featuring AI actors, and transparency regarding sustainability efforts.

Conclusion

The development of the SUITCASEƎ website was a collaborative journey that required creativity, strategic planning, and a deep understanding of both the brand and its audience. By marrying luxury with sustainability in an engaging online space—augmented by innovative AI technology and loyalty programmes—Bath Marketing Agency successfully crafted a platform that not only met business objectives but also resonated with eco-conscious consumers.

As SUITCASEƎ continues its journey as a leader in sustainable luxury travel accessories—recently recognised as a finalist for Creative Startup of the Year at the UK Startups Awards—we are proud to have played a pivotal role in helping them establish a digital presence that reflects their commitment to elegance and environmental stewardship.

This case study serves as an example of how thoughtful design, strategic development, innovative technology integration (including Google Shopping), targeted marketing strategies (like automated onboarding), and effective customer engagement can transform a brand’s online presence while reinforcing its core values. As Bath Marketing Agency looks forward to future projects with SUITCASEƎ and beyond, we remain dedicated to delivering exceptional results that inspire positive change in both business practices and consumer behaviour.