An Award Winning Adobe Commerce website for Russell Hobbs

European eCommerce Award Winner 2022

A significant digital transformation project for Spectrum Brands that resulted in an award winning website for Russell Hobbs

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Russell Hobbs

Spectrum Brands is a US-headquartered Fortune 500 branded products and global home essentials company. Their portfolio of brands includes Russell Hobbs, Remington and George Forman. Within the HPC division, the business eCommerce technology stack was dated, delivering inconsistent brand presence. Considering the changing nature of the High Street, these were critical issues to address.

The Challenge:

As a global business, there are also reasonable control and consistency issues. With the best will in the World, it is difficult to avoid regional inconsistency in delivery from enthusiastic local teams. There is also a requirement to have consistent reporting at a global level. Obtaining data quickly and easily informs better business decisions.

As part of a significant digital transformation project, the Spectrum Brands team identified Magento Commerce as the eCommerce platform to drive their business forward. Its native functionality was critical to the selection process.

In particular, the following functionality was key:

  • Scalability: Magento Commerce is resilient in handling massive traffic loads and transactions into the many millions. It is an enterprise eCommerce platform.
  • Multiple Store Fronts: Spectrum Brands needed to be able to manage all its brand sites through a single platform that catered for, multiple languages, B2B commerce and D2C commerce
  • Reporting: Consistent and simple reporting across all deployments
    Integration: with their existing tech stack
  • Extensibility: the initial launch was just the beginning of a roadmap of enhancing functionality
    SEO friendly: Spectrum recognised the importance of SEO as a long term marketing strategy
    Mobile first: The first point of engagement for most consumers is now via a mobile device

The Solution:

The project execution was complex. Though initially building a single site with a single storefront as a proof of concept, future requirements must be factored in across the multiple brands and territories. Similarly, integration into new deployments on the tech stack had to be coordinated.

PushON leads with thoroughly detailed project planning, which engages all the stakeholders and builds a multi-agency/ client project team. We build a detailed functional specification, which drives the project plan and delivery.

UX design which, of course, is mobile-first and data-driven, follows before executing the theme deployment.

Many projects are roadblocked by failing to dedicate sufficient resources to product data. And in the case where you are dealing with multiple brands and multiple product sets, it is critical to bring the complexity to the forefront. Similarly, understanding digital assets is a crucial element. Quality imagery adequately deployed in the correct format impacts conversion and SEO.

Speaking of SEO, we assign technical SEO to any eCommerce development project to ensure that the website launch is as seamless as possible regarding reach and ranking.

Before deployment, there is thorough testing before going into client User Acceptance Testing. With issues resolved, we sign off and move to launch. There will be post-launch issues with any complex projects. We test and fix it as a priority.

The Results:

Post-launch we can measure the impact of what we have delivered. In the case of the Russell Hobbs website, we saw the following:

  • A quadrupling of session duration, 50% more than the industry average
  • A reduced bounce rate of 54 percentage points – that’s 17 percentage points below the industry average
  • 500% increase in page consumption
  • 61% increase in mobile users
  • 113% increase in sessions
  • The page load time was better than halved.

We were delighted that the work we delivered for Spectrum Brands was recognised with The European eCommerce Award for Electrical Appliances / Electronic eCommerce Website of the year. This is an award judged and delivered by experts in the sector, Peer reviewed.

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