http://www.lakelandflytying.com
Background
Lakeland Fly-Tying already had an ecommerce website from another agency which had not enjoyed commercial success. Confidence was lacking in the opportunities that online retail presented. The original site had never gained significant market share during its three years trading and a lack of knowledge regarding marketing techniques was leading to a poor level of repeat business.
Partnership with Citrus-Lime
We were convinced that we could help turn things around. We worked closely with the company to understand the specifics of the fly-tying market, who the customers were and what they wanted
We could easily identify the weaknesses of the original site, but we also recognised the major strengths of the business. Together with Lakeland we put together a strategy that would take further advantage of their strengths to push the online business forward.
A major strength of Lakeland Fly-Tying's existing offline business was the depth of product knowledge available to customers in what is a specialist and niche market. Customers would seek detailed guidance and advice when purchasing products. We tried to replicate this in the new ecommerce site by providing easily digestible product knowledge and created an atmosphere that presented the company as friendly, knowledgeable and approachable.
One of the main weaknesses of the old site was product presentation, and this was holding back sales. Our aim was to provide the closest possible representation of the products, so each one of the 1000+ products was photographed in-house. The result is that customers can now view high quality images that bring the products to life, and importantly, download fast. I encourage you to take a look!
Result
Following the launch of the new Lakeland Fly-Tying store, the business has enjoyed significant growth over the last three years and is now the major UK player in the fly-tying and fly-fishing market. We have helped to market the business with monthly eNewsletters created by our team, as well as designing print ads for specialist publications, leading to a high level of repeat business. The business has also developed a significant channel of international sales.
Since the launch of the ecommerce site, as well as helping to keep the site fresh and up-to-date we have also upgraded Lakeland fly-Tying to the latest Citrus-Store 2.0 architecture and integrated Microsoft RMS which manages all aspects of the business from stock and purchasing to customer service. The site continues to go from strength to strength.
http://www.lakelandflytying.com |