Boudiche
Background
Set up 18 months ago by two young female accountants who were bored by the mundanity of their office jobs, Boudiche is an upmarket lingerie boutique in the busy shopping centre of Edinburgh.
Fiona and Clare quickly made the shop a tremendous success, establishing it as Scotland’s premiere lingerie store through great customer service and stocking exclusive brands, steering it away from the usual high street options. Their clever use of PR helped promote awareness of the boutique which has a distinctive French boudoir feel with deep coloured velvets and gold finished shop fittings.
What we did
The e-commerce site echoes the superior personal service and the luxurious surroundings which the boutique offers - both visually and functionally. It is attractive and easy to use (both front and back-ends), is capable of handling the complexity of lingerie sizing, is multi-currency based, and has order processing, accounts data, and promotional code functionality.
The site is integrated with the shop’s ePOS system to ensure that stock control is kept synchronised and that sales data is fed back in to the system to keep their accounts operating smoothly. The ePOS system is also used to collect customer details, including their email addresses, and an email marketing suite was created to allow Boudiche to create and send targeted messages to their profiled customer base. The Client has the ability to add 'fitter reviews' to products to get closer to offering the personal customer service delivered in-store. Further to this there is a Men’s Guide which acts like a virtual shop assistant asking questions about the lucky lady who is getting lingerie bought for her and making suitable suggestions.
Results
The site traffic quickly grew over the first few months to around 4,600 unique users a month viewing an average of 14 pages per visit due to a combination of SEO and PR. The ROI on the site was achieved within the first 12 months of trading, and orders have been taken from as far away as both Australia and the United States.
Since launching the site, Boudiche has seen their customer database grow and they have been successful in securing PR pieces in the national press which they were unable to do with a single retail outlet in Scotland. This is helping achieve their strategy of brand presence in the fashion glossies like Grazia, FHM and New Woman which is core to their marketing focus for the forthcoming year.
