Dune London steps up its digital flagship

About Dune London

Dune London is a world-leading specialist in fashion footwear and accessories, beginning as a small concession store on London’s iconic Oxford Street in 1992.

As a brand, Dune London understands the importance of a perfect pair of shoes for the right occasion. It’s with that ethos that they have built their reputation as an affordable luxury brand. A passion for product and obsession with customer service have driven their exceptional growth over the past 30 years.

With over 350 stores worldwide, Dune is London born but globally worn. In 2021, the traditionally brick-and-mortar retailer made the decision to enhance their ecommerce site to meet market changes and the rise in online shopping, evolving with modern, digitally-savvy customers.

Services

NBusiness analysis
NCustom UX & UI design
NWebsite development & implementation
NConversion rate optimization
NTechnical SEO
NOn-site delivery, support, & training

Commerce Platform

Results

70%improvement in conversion

20%increase in average order value

Salesforce Commerce Cloud

The Brief

Dune London has consistently provided customers with a first-class in-store experience across the years. But with with more and more of their customers shopping online, the retailer decided it was time to step-up and deliver a new website that could better reflect the brand as well as deliver an intuitive and smooth online user experience.

Dune London’s previous ecommerce platform was restricting their ability to innovate and adapt to changing customer expectations online, with all enhancements and changes requiring customized solutions. The outdated and limiting nature of the platform meant that the team spent a lot of time managing back-office administration and processes.

The retailer also wanted to expand and develop richer experiences for customers across the globe, but international expansion was difficult without additional development time, resources, and cost.

The Solution

Dune London partnered with Tryzens Global to relaunch its ecommerce site and provide customers with a more immersive and enjoyable shopping journey.

With the power of Salesforce Commerce Cloud’s native functionality and flexibility to integrate with leading technologies, Dune London has been able to innovate and deliver seamless experiences across platforms and devices that truly reflect the iconic brand.

The Dune team also has the flexibility to develop rich and engaging content without the burden of development costs and complicated backend processes. Technologies like Salesforce Einstein, a built-in AI capability, have enabled the retailer to evolve its digital strategy in line with growing industry trends and offer targeted, personalized experiences on the site, while reducing manual administration.

Key Integrations

“With over 45 years in the footwear trade, I have observed time and time again the need to be looking ahead at ways to adapt and grow whilst staying true to your quality promise. This partnership with Tryzens to deliver our new digital flagship is exactly the right balance of growing into the future, with an agile and scalable platform, whilst allowing us to develop our ability to provide customisable and world-leading customer experiences.”

Daniel Rubin

CEO and Founder, Dune London

Site Features

Enhanced product pages

Over 120 processes go into the construction of a pair of Dune London shoes, and the retailer takes enormous pride in demonstrating the quality and craftmanship of their products to customers. To ensure this level of detail is not lost online, PLPs PDPs incorporate large, editorial visuals so customers can see these intricate details from different angles. Visitors are also able to switch between different color options and can even toggle between ‘model’ and ‘product’ view.

Product search has been greatly improved with richer, visual results and boasts AI product suggestions.

Intuitive experiences with Einstein

Harnessing the power of Salesforce Commerce Cloud’s Einstein AI capability, the Dune London site is designed to keep customers engaged from browsing to the point of purchase. The site offers personalized recommendations of products to assist them on their shopping journey. Whether visitors are looking for a specific product or require inspiration based on top-level criteria (e.g. white sandals), the predictive search functionality delivers results that matter most to them.

Spotlight on the customer

To help cultivate a loyal customer base online, Dune London is using advanced segmentation and the power of the platform to run exclusive sales, events, and season previews to VIP customers. Through integration and platform tools, content pages across the site now feature a variety of photography, animation, and shoppable images to engage customers.