Tom&Co & LeMieux – The Front Runner

Last year we were lucky enough to have the opportunity to work with LeMieux to relaunch their first-ever headless website. One year on and LeMeiux have been crowned B2C Ecommerce Website of the Year at the UK Digital Growth Awards. 

Whilst the headless website allowed LeMieux to expand internationally and build out their B2B website, it also allowed them to create a seamless and highly personalised customer journey for customers across all 10 new sites. We can certainly see why they were the front-runner!

LeMieux was born when Lisa LeMieux and her husband Robert LeMieux, a former event rider competing at Olympic and World Championship level, spotted the need for quality equestrian equipment that was both well thought out, innovative and above all, affordable. Today the popular brand is synonymous with high quality and the extensive range is celebrated, and famous for its “Colour Story” and wide range of colour products to suit all riders and horses.

The new website boasts inspirational imagery and simplistic navigation so customers can shop by colour collections, or even discipline such as dressage, showjumping or eventing. LeMieux’s objective was to be much more than an eCommerce website, which we feel comes to life through the community page that spotlights sponsored riders, showcasing the super work LeMieux does to support budding jockeys. One of their sponsored riders, Ros Canter, even won Badminton overall this year! Their blog also features interviews with these riders to  inspire young riders, along with lots of other top riding tips! LeMieux’s community is ever expanding with  UGC featured on the website through the hashtag #LoveLeMieux.

Tom&Co’s headless setup allowed for ‘unbridled’ development flexibility,  reduced risks with experimentation, and in LeMieux’s case; personalisation. Total free ‘rein!’ Get it? We’re just horsing around. Getting into the equestrian mindset, we quickly discovered that every rider and horse duo are different, therefore making the customer journey extremely personalised was essential. Our expert UX designers were ‘chomping at the bit’ to get to work designing fun and creative tools to personalise the customer journey.

The ‘Colour Story’ has been a key to LeMieux’s story. Whilst equine apparel brands have traditionally been more tonal in colour, LeMieux dared to be different. The shop by Colour Collection tool enables the customer through visualiser technology to toggle between the rainbow of colours to find the perfect match for rider and horse alike. There is even a feature to help the customer find the best colour match for their breed of horse, so you’re sure to have the best-dressed pony in the paddock. 

Whilst the headless website allowed LeMieux to expand internationally and build out their B2B website, it also allowed them to create a seamless and highly personalised customer journey for customers across all 10 new websites. The results were staggering with a 61% revenue increase since the relaunch. We are so proud to work with LeMieux and of everything they have achieved. We cannot wait to continue to be a part of their growth journey. Congratulations to all the winners of the UK Digital Growth Awards. We look forward to next year!