Case Study Laptop Storefront Health Beauty Closet@2X

Closet London Makes a Statement With Custom Online Shopping Solution



20%15%50%
increase in revenue since launchincrease in conversion rateincrease in sales YoY

High-Growth Closet London Chooses Scalable BigCommerce

For the last two and a half decades, women’s apparel brand Closet London has been designing and selling its clothing in the heart of London, catering to a specific audience who cares more about fit and quality than the current trend du jour. The brand offers a variety of dresses for various occasions, all modest and brightly colored and patterned – and its customers absolutely love it all. Over the years, Closet London has garnered a 4.5/5 rating on Trustpilot for its excellent customer service, and its international customers have grown to 40% of its total consumer base. 

As the company grew both in popularity and scale, so did its back-end operations. The Closet London team found it increasingly difficult to manage the day-to-day of its website, which involved tedious manual processes including creating promotions and price amendments across its catalog, using its current tools. 

Everyone recognized that, in order to maintain the growth its customers were hungry for, it was time for a change.

Closet London hired an RFP consultant who recommended BigCommerce. The company also considered Magento and Shopify as well, but after reviewing all three ecommerce platforms, Closet London felt BigCommerce was easier to use, robust enough to handle different types of promotions, more flexible, and had a greater ability to schedule content changes. With that, Closet London moved its store to BigCommerce in the spring of 2019.

Vision Becomes Reality in Just Four Months

As told to BigCommerce by Jigna Patel, Head of Ecommerce, Closet London.

After signing on with BigCommerce, we launched a beautiful new online store in just four months. BigCommerce helped us work through technical challenges including a complex ERP integration. We could tell BigCommerce was thorough in its work and put great effort into meeting all of our must-haves, including ease of checkout, accurate inventory, and site speed.

Our agency partner RANDEM enhanced the overall design of our store, making it look more premium and promoting a certain “newness” we were trying to convey to our customers. We wanted to make sure the site would be compatible with and look just as sleek on mobile, and RANDEM was able to bring our vision to life.

Our entire mobile presence has had a huge impact on our business. In fact, a mobile user now visits at an average of seven pages per session on BigCommerce versus four pages on Magento. In addition, our sales from mobile devices are up 65% and mobile conversion is up 25% from last year. These insights are a great indicator that taking a mobile-first approach to design has enhanced the overall customer experience on our site.


BigCommerce App Integrations Span Multiple Capabilities

As told to BigCommerce by Jigna Patel, Head of Ecommerce, Closet London.

We’ve taken advantage of the various integrations and apps available on the BigCommerce marketplace to elevate the customer experience on our site. Content creation is easy for us with Shogun, our visual CMS that seamlessly integrates with BigCommerce. The in-app editor allows us to customize all of our pages without requiring coding. We’re also able to glean powerful insights from Shogun’s analytics suite. We can monitor key metrics like sales, additions to cart, bounce rate, and sessions. Shogun has certainly been a game changer for us and has helped Closet London get up and running faster.

With Trustpilot, we can turn consumer reviews and feedback into actionable business results. When a customer places an order, an email is automatically triggered inviting them to leave a review, giving customers an easy outlet to share their experience with Closet London.

We also utilize BigCommerce’s built-in coupon codes to convert site visitors into shoppers and to reward our customers. It’s a flexible tool that we can configure to our needs when we promote sales and specials. We love the fact that there are a variety of discount options available right on BigCommerce, so we don’t have to use a 3rd-party app.

"Our sales from mobile devices are up 65% and mobile conversion is up 25% from last year... Taking a mobile-first approach to design has enhanced the overall customer experience on our site."Jigna Patel, Head of Ecommerce, Closet London

"One thing we’ve been consistently impressed with is BigCommerce’s strong support network. When issues arise, the BigCommerce team handles them quickly and keeps an accurate and detailed log of what happened and how the issues were resolved."Jigna Patel, Head of Ecommerce, Closet London
Case Study Tablet Storefront Health Beauty Closet@2X

Supported by a Team of Experts

As told to BigCommerce by Jigna Patel, Head of Ecommerce, Closet London. 

The user-friendliness of BigCommerce has made a huge impact on our productivity. Compared with where we were previously on Magento, BigCommerce is much easier to use and has a simpler interface than other platforms we reviewed, so we spend less time figuring out how to do something and more time actually executing. We can make price changes on our site more quickly and easily update it with new promotions. Refunds are simpler as well, as customers or staff can leave notes against orders. In addition, SEO optimization at the category- and product-level is very good.

One thing we’ve been consistently impressed with is BigCommerce’s strong support network. When issues arise, the BigCommerce team handles them quickly and keeps an accurate and detailed log of what happened and how the issues were resolved. Our BigCommerce support team is extremely knowledgeable, and with their guidance, we are well informed about what is possible for us on this platform.

 

BigCommerce Helps Closet London Enable Business Growth

As told to BigCommerce by Jigna Patel, Head of Ecommerce, Closet London.

BigCommerce has helped Closet London reach new heights. On the horizon, we’re looking to launch on new marketplaces, improve internal search results, and manipulate our website sort order. Aside from the technical side of things, we have truly appreciated the efficiency and growth BigCommerce has offered us, and we are excited to further excel with this platform.

"Aside from the technical side of things, we have truly appreciated the efficiency and growth BigCommerce has offered us, and we are excited to further excel with this platform."Jigna Patel, Head of Ecommerce, Closet London

More Stories of Success