Published by Sue Johns-Chapman
Published Date 24.05.2022 
Oliver Bonas relaunched spikes revenue by 109%
Tom&Co has been working with Oliver Bonas for almost a decade, launching their first-ever Magento website. This well-loved British lifestyle brand known for its distinctive fashion, accessories, jewellery and homeware designs, now has almost 80 stores.
What attracted Oliver Bonas to Tom&Co was their advanced headless capability. Whilst the mystical world of headless is only now becoming a buzzword, Tom&Co got ahead of the game eight years ago. ‘Headless’ means unmarrying the front and back ends of the site. This allows for complete creative freedom and opens up possibilities for experimentation without affecting the back end. With no restrictions, Oliver Bonas comes to life through enhanced animation, making for an interactive user experience. They even revamped their gifting, allowing customers to create customised gift boxes directly from the basket AND add a heartfelt personalised message. Much better!
Spearheading towards a headless setup has worked wonders for Oliver Bonas when it came to internationalisation. By leveraging the power of headless, they were able to clone the UK site and make necessary changes to the text, currency and content to the unique front ends, all whilst keeping the backend intact.
What makes Oliver Bonas stand out from the crowd, is its nifty omnichannel features. If you’ve ever left your home you are bound to have stumbled across Oliver Bonas. After all, there are almost 80 of them. They’re even in tube stations! This is handy for grabbing last-minute gifts, but while these locations benefit from high footfall, petite stores can’t possibly stock the entire range. With the increasing expectations of shoppers, Tom&Co needed to come up with a solution, otherwise known as the ‘Endless Ailes’ solution. So how did it work?
Each store now has a tablet linked to a dedicated card machine. This allows stores to connect the to warehouse and order the out-of-stock item for the customer. Staff simply use a special ‘store mode’ option on the Oliver Bonas website and order any item directly to the customer’s home. We made the checkout process as easy as possible too. Using a modified, data capture secure checkout, the customer can pay with cash, card, or gift card in-store as usual. And of course, in true omnichannel fashion, handy Click & Collect was implemented across all stores too to make shopping at Oliver Bonas as simple as can be.
Since relaunching last year, Oliver Bonas saw a 109% increase in revenue and conversion rate boosted by 19.5%. Super work! It even won Best Fashion & Apparel eCcommerce Website of the year in the UK eCommerce Awards 2021.
Oliver Bonas has made the shortlist for Best B2C eCommerce Website of the year in the UK Digital Growth Awards 2022. What did the team have to say? We are so delighted that our hard work has been recognised. We know how dedicated the judges are to the process, so we were over the moon to be shortlisted. We can’t wait for the award ceremony and to get on our dancing shoes once again!
