Performance optimization for DAVIDsTEA

Redefining DAVIDsTEA's e-commerce user experience

Scope National

Status Completed

Technology Salesforce Commerce Cloud

An e-commerce experience infused with simplicity

À propos

Expertises requises

User experience (UX)

Interface design (UI)

Conversion rate optimization (CRO)

Digital storytelling

En partenariat

Développement web Équipe DAVIDsTEA

Objectifs du mandat

After closing 186 stores during the pandemic and reopening only 18, DAVIDsTEA focuses on transforming its website into its primary revenue driver. The strategy begins with a crucial first step: strengthening relationships with existing customers.

Défis à relever

Two approaches are being explored. The first is to increase loyalty by promoting the loyalty program and demonstrating its generosity and benefits to visitors. The second is to enhance the quality of the information and experience on product pages, bringing them closer to the attributes of the in-person shopping experience.

Solutions

Create a clear and optimal user path
Simplify product format options
Rework the storytelling of product detail pages
Reorganize typography
Rework and promote the loyalty / frequent steeper program
Redesign the purchase and checkout process
Simplify redemption of points for rewards to increase customer satisfaction.

The optimization of our website was executed with exceptional precision. The streamlined and optimized user journey reflects a clear and effective strategy that has delivered immediate results.

Damon Sloane, Chief digital officer (CDO)

Make it easy to understand the loyalty program ⁰¹

Users have access to multiple strategic touchpoints to track their progress in the loyalty program. Whether during the checkout process, in the "My Account" section, or through the dedicated loyalty area, the information is always accessible, clear, and easy to understand.

Build trust with authenticity ⁰²

User-generated content (UGC) and customer reviews play a central role in building trust and reducing perceived risks associated with online shopping. These authentic contributions and shared experiences reassure consumers, minimizing the uncertainty of investing in a product that might not fully meet their expectations.

Demystify the complexity of tea ⁰³

The products' olfactory and taste characteristics are highlighted through filters and tags that reveal the subtleties of their flavours. A central focus is placed on imagery to immerse users in the product's universe, using a visual grid designed for immersive and engaging digital storytelling.

17,2%

Increase in sales for quarters following our design and strategy update.

85,9%

In the first quarter of 2021, online and wholesale sales accounted for 85.9% of DAVIDsTEA's sales, compared with 52.9% for the same period last year.

Quick launch: When the pandemic struck, DAVIDsTEA had to adapt its strategy by switching from physical stores to online sales. We delivered the execution in 8 weeks.

About DAVIDsTEA

DAVIDsTEA is a brand specializing in the selection of high-quality teas and accessories. Initially a storefront retailer, after the pandemic, the retailer decided to sell primarily online via its e-commerce platform, over 4,000 grocery and drug stores in Canada and 170 grocery stores in the U.S., and 18 company-owned stores in Canada.

What we have achieved

See all our achievements