This 100-year-old local Jeweller recognised the importance of developing their e-commerce website in order to improve user experience and customer engagement.
They commissioned VI to build a bespoke Shopify Plus website to continue to improve their online presence throughout the UK and beyond.
Michael Jones Jeweller is a familiar brand on the Northampton and Banbury High Streets. Founded in 1919, MJJ became the first fine jewellers in Britain to become a co-operative. This makes them unique with every customer being served by a co-owner of the business.
Since the pandemic, it has become a priority for many brick-and-mortar businesses to grow their online stores. Michael Jones selected VI because we understood it was important to continue Michael Jones’ good service, which has played a large part in nurturing loyal patronage, trust and reputation, in the online environment. MJJ felt we were best placed to offer a design refresh, improved usability, consolidated reporting and support across all sales channels – that will achieve online sales with year-on-year growth.
The existing e-commerce store used an outdated platform version – Magento 1.9. As a result, it was difficult for the staff to keep up to date. Importantly, unsupported by Magento since 2020, it was a top priority to keep the website and customers information safe. To prevent it from being hacked – it was time to update.
Visual Identity analysed the existing website and offered a number of suggestions that would be employed within this new development.
Modern e-commerce websites revolve around mobile and tablet devices. We created an uncompromising and engaging experience for mobile visitors, which creates the brand story that showcases the beautifully designed Michael Jones Jewellers in their full glory. This allows customers to effortlessly engage with the website on all devices.
From the beautiful slideout product filtering, sorting, menus and retina icons, to the ability to switch to a larger grid view when desired in order to view products in more detail. This website was lovingly crafted with mobiles in mind. With the percentage of mobile visitors increasing year on year, it is extremely important to maximise conversions on smaller devices.
The existing website was visually heavy and dominated by the use of solid black. It may have looked good at launch but a few years on its ‘look and feel had prematurely aged’. The brand represents Michael Jones’ ethos and character, therefore, it was time to ‘lighten up’.
The power of good design should never be underestimated. Adopting a clean, simple and stylish website design, a fleeting glance is all that is required to embed in the minds of its customers. The result is customers are more likely to trust something they’re familiar with and able to recall it easily to keep coming back.
The Michael Jones Jeweller Shopify store has a bold new design with improved usability and sales conversion tools. Multiple sales channels are managed through the online store and with third-party integrations such as POS all in a single place.
Shopify offers MJJ access to an improved e-commerce performance dashboard giving at-a-glance insights that will help MJJ further grow the business. VI will continue to monitor sales and support improvements and new developments going forward.
As Shopify Plus experts, we have a proven track record in delivering some extremely successful Shopify projects, with documented growth and ROI.
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