Commanding premium through imagery

Helping the brand establish its premium image through a website with superior product browsing and selection experience resulting in 200% increase in traffic and over Rs. 50.00 lacs of sales per month

Background

Morphy Richards manufactures hi-end home and kitchen appliances that are traditionally appreciated for their aesthetic design and functionality. The brand has been facing threat from online ecommerce sites as well as branded retail stores which carry limited range of Morphy Richards products.

Challange

Increase the brand pull of Morphy Richards products to the digital audience through a new website that would incorporate the best online experience for its customers. Convince customers that Morphy Richards appliance is the best that money can buy and expect them to settle for nothing less

Solution

Leading ecommerce portals like flipkart.com, amazon.com, eBay, traditionally offer a far superior decision aiding and transactional experience to consumers than single brand corporate websites. We decided to build a website that could not only compete with the best multi-brand e-com platforms but take it one step further for the categories in which Morphy Richards has presence.

Assisted search and navigation is the most critical part of any online website. Morphy Richards implemented SOLR, the world’s most powerful faceted search engine used by the likes of amazon.com, providing consumers features like auto-suggest, did-you-mean, and faceted filtering by categories and price range.  Assisted navigation allowed consumers to perform multi category filtering simultaneously, a feature not available in even the best appliance websites in the world.

Industry standard features like reviews and ratings, recently viewed products, cross sell products, etc were augmented with category level buying guides and faqs to help the consumer make an informed decision. The website also incorporated a blog with recipes and gifting guides to increase engagement and encourage repeat visits.

RESULTS

  • Morphy Richards has been able to significantly grow revenues since the launch of the new website as well as sell a wider range of products both online as well as offline.
  • Monthly traffic has increased 200% since launch
  • More than 100 transactions per day with an average order value of Rs. 2150
  • Monthly sales now average over Rs. 50 lakhs