78%
Increased Traffic
September 1 - December 1, 2021 vs. Same Period 2020
We thank Norce, who has really heightened our experience of how we, as a brand, present ourselves – online!
Also, a big thank you to R3, who quickly understood our identity; and designed our site in such a way that our brand's ‘DNA’ is transported seamlessly between our physical boutiques and our digital market.
The design is clearly “right now”! We were nominated, the same year as the launch, in the “E-commerce of the Swedish Design Award” category; together with R3; and the “Newcomer of the Year” award category, at SEBC!
73%
Increased Revenue
September 1 - December 1, 2021 vs. Same Period 2020
Cool brief!’, was the first thing we thought; when we got to take on this task. And on top of that, everything went well! Twist & Tango has been responsive to our thoughts and ideas; and provided relevant input, to guide the project in the best possible direction. A great, professional team, simply put.
20%
Increased Average Order Value
September 1 - December 1, 2021 vs. Same Period 2020
There can, of course, be some concerns; when you decide to make such a project. Many are involved; many things have to gel; it has to feel “right”; and, on top of all that, everything has to be profitable!
With Twist & Tango, there was no hesitation! It was a solid collaboration; and it was evident that they knew their brand and their product line, inside and out! Everything feels “on point”, and the entire brand's DNA permeates Twist & Tango – both tangibly [in-store] and digitally. And then, it’s been really fun, too!
It’s been rewarding for us to work with Twist & Tango! They are attuned to change, and are constantly seeking new avenues – both in increasing customer sales, and in maintaining the loyalty of their loyal target audience. We were in frequent keen dialogue; and brainstormed lots of thoughts and ideas, between ourselves (ESM and client). It really pays to work with people who constantly want to move forward, and try new things!
Challenges
To be both Technical and Creative, on a Tight Budget
As the creative company Twist & Tango is, there were many ideas, pertaining to the project investment; which needed to be matched against a relatively tight budget.
The Balance between the Physical and the Digital
How can we convey digitally what our staff in our boutiques are able present to our customers? For example: the focus on sustainability, the garment's fit, or product details. Twist & Tango wanted their customers to feel as at home on their e-commerce platform, as in their boutiques.
Loyalty and customer value were two important KPIs, that allowed us to be able to continue investing in our e-commerce platform. Of course, the investment needed to be profitable, as well. All the pieces of the puzzle simply had to fall into place, says Elin Vilhelmsson.
Communication to Retail Merchants
Twist & Tango has several retail merchants, in both the Swedish and international markets. In designing the new e-commerce platform, it was of great importance to also target these merchants. A designated B2B section that relayed the same communication to retail merchants was needed.
Inventory monitoring was one of the areas where improvement was needed. How do we better both communication, and the production of the content to be communicated?
Sustainability Offline and Online
At Twist & Tango, there is an active commitment; regarding how the business affects people, and the environment. The fact that the products sold are manufactured in a manner that is both environmentally and societally sustainable, is ensured; by working closely with suppliers, on long-term sustainable, societal, and environmental standards, at factories that do the manufacturing.
It is important that customers feel that they have the strongest basis on which to make conscientious purchases; whether it be in a physical boutique, or via e-commerce. That the e-commerce platform could continually be upgraded to offer the most efficient and environmentally-friendly e-commerce possible, was a foregone conclusion.
Choosing Norce
The evaluation of a broad selection of e-commerce platforms was carried out, and the choice landed on Norce; for several reasons.
Experience and Technical Knowledge
Norce has a strong reputation as a platform provider for brands in similar industries, and broad expertise in strategy frameworks.
We, at Norce, always make sure to deliver technology and strategy that ensures that the sense of “omni” is just right. With Twist & Tango, we saw opportunities for growth, and we also looked forward to working with such a great team, says Johan Trägårdh, E-Commerce Strategy Manager, at Norce.
The team at Twist & Tango saw that a collaboration with Norce could help them realize the goal of using technology to provide a seamless shopping experience between the physical and digital sales channels.
Solutions
Through Norce's platform, expertise in data collection, and finding relevant traffic sources – combined with R3's fingertip feel for design – Twist & Tango's e-commerce solution became a recipe for success!
From the very start of the project, there was a dedicated team, comprised of Norce E-commerce Strategy Managers and technical project managers, and design expertise, from advertising agency R3; designing Twist & Tango’s new e-commerce solution, through analysis and sketches.
Being a strong, established in-store player, there was a desire to focus on an approach to how to create added value for the customer; with creative solutions, and inspiring content – digitally.
The answer was the e-commerce platform launched in 2019, whose appearance meshes well with Twist & Tango’s boutique environments; as well as with the products' designs. An uncluttered lay-out, large images, more succinct content and base structure – all for an simplified and pleasant shopping experience!
Cool brief!’, was the first thing we thought; when we got to take on this task. And on top of that, everything went well! Twist & Tango has been responsive to our thoughts and ideas; and provided relevant input, to guide the project in the best possible direction. A great, professional team, simply put! Fredrik Lyckelid, Digital Director – R3
Joakim Eriksson – who heads R3's web development team – takes the position that future projects together with Norce, and even with Twist & Tango, are worth highlighting:
We always have a close and progressive dialogue with Norce. A very large number of the pages we program and design, we do together with them; with good results. And it’s not uncommon for us to be commended for good code delivery and design; if it’s OK that we gives ourselves a little praise.
The end result we achieved for Twist & Tango is something that further strengthens our team spirit, and I hope for more collaborations like this! I also would like to point out that it’s not just a matter of “business”; but there’s also room for “pleasure”, in our dealings with Norce! A pleasant working atmosphere simplifies both the hard work, and tough challenges!
The Physical Store and the Digital Channels are Woven Together
One requirement from Twist and Tango was to connect their physical boutiques with the digital one; as much as possible, and to utilize the synergies between them. They saw that the web could both enable them to find "new digital Twist customers" to interact with, in places other than where their physical boutiques were located. Twist and Tango also wanted to make it easier and more simplified for their loyal customers, as well as complement the boutiques’ product range and availability.
Norce constructed user-friendly solutions that merged boutique and e-commerce. An example of this is that, with the current e-commerce solution, customers can more easily view their chosen items online, be given information on how to pick up their order in-store (if that is their choice); and at the same time, experience inspiring content. Inventory status at the various boutiques is, of course, available on each respective product page.
Product Feed Management
To achieve optimized product flows for marketplaces (or for marketing, in general), the tool product feed management is used. With product feed management, you can reach customers where they already are; by sales, both on marketplaces, and by advertising on social networks – something that strengthens the brand's digital marketing capacity.
Twist & Tango now markets their products in an automated, quantitative, and cost-effective way!
Payment Solution via Klarna
Easy, secure, with an overview of all purchases – in one place!
This is how Twist & Tango's customers describe the payment solution via Klarna. This completely integrated solution streamlines the internal processes, and facilitates the implementation of new functionalities; so that you can always offer your customers a secure and effortless shopping experience. Klarna’s product innovation and the offer of more sustainable and transparent payment structures to customers, are elements also highly appreciated by Twist & Tango. This is what E-commerce Store Manager, Elin Mandorf, has to say, on the matter:
Examples of Functionality Supported by Norce's B2B Module:
You, as a retail merchant, can now:
- Create merchant-unique price lists (including, or excluding VAT)
- Present merchant-unique assortments (assortment per price list)
- Create discount rates (fixed price list, with local discounts, expressed in percentages)
- Set a discount rate on product group (which can be linked to retail merchant segmentation)
- Retail merchant segmentation (e. g., Group A: 15%, Group B: 20% etc.)
- Custom Design, at log-in (e. g., "Welcome + Retail Merchant Name + Retail Merchant ID")
- Pre-loaded retail merchant information (e. g., invoice address, at checkout)
- Display delivery time on goods
- Display notices: e.g., "Only 2 left in stock"
Some of our selected cases
Investing in Norce Storefront during the pandemic led to high success rates
8848 ALTITUDE
How Shepherd of Sweden doubled their sales on their site
SHEPHERD OF SWEDEN