RetailT
echnology
growth and extend its functionality using its large developer ecosystem contributing to a sizeable extensions library. “If anything occurs, I know there’s
always an extension in Magento to help,” continued Jones. “So I can be confident it is flexible enough for our needs, especially when we intend taking the site international this year. I’m already thinking about a US site – our ambitions for growth are huge. But we realise there is a balance and trade off to be made as to how big you grow and how soon.” Here, she reported Space 48, “brought
some great ideas to the table” and that, it was testimony to the successful execution of Tilbury’s strategic vision that only one of the site reviews posted by customers so far at the time of speaking to Jones had anything negative to say about their experiences. The company had to work to find out
how best to translate and optimise the shopping experience it offered online, given that visitors would not be able to
www.retailtechnology.co.uk
benefit from the hands-on advice of a make-up professional in a physical store. “We introduced a ‘Shop by Look’ feature, as well as more traditional ‘shop by product’ type categories,” she said. “It completely changes the way people navigate the brand. Nearly everybody shops by brand.” Despite having only the small in-house
team, Jones said they devote a set number of development days a month to the site. “Going fully responsive means I’m happy with how it looks on a mobile site already,” she added, citing mobile traffic and sales of as high 50% of its total own-branded site page views and sales. “But there are lots of little changes we
want to put through and we are working with [e-commerce analytics provider] Ometria to explore them now.” Jones also said the work with Ometria was designed to complement the reporting capabilities built into Magento Pro, as well as those free tools, like Google Analytics, that so many small-to-midsized retailers rely on to gain visibility of online visitor behaviour and so
tailor their products, merchandising and marketing accordingly to boost sales. She confirmed that the company was
expecting a huge surge in online traffic early last December when the Charlotte Tilbury Christmas 2013 campaign went live. “This is a key time for us and we’re hoping the work we’ve done will make the brand a good proposition for easy gifting with those not familiar with make up too. We are preparing for huge surges in every type of device traffic.” But, with the development, consulting,
hosting and 24-hour support services of Space 48, she added: “I’m sure Space 48 will shield us from it, as they are able to ‘right-size’ our infrastructure. They have always very quickly solved any problems and I even get alerts to any problems on my mobile phone. “I have been really impressed with
Space 48 and Magento,” Jones concluded. “So I know that, through to at least the mid-term, we have a strong e-commerce platform for growth that fits our needs.”
Winter 2014 49
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