Tryzens enhances Liberty London’s digital presence with website design overhaul

About Liberty London

Born in 1875 from the adventurous and disruptive spirit of Arthur Lasenby Liberty, the brand has remained true to its heritage and become famed for its print, fabrics, and design. The iconic Regent Street store brings together the world’s leading premium and luxury brands and houses them alongside its own Liberty London collection.

As an iconic British retail brand with globally-renowned heritage, Liberty London is synonymous with the city that’s home to its flagship store and driven by a sense of discovery.

To match the experience and ethos of its famed West End department store, Liberty London understands that its online presence must emphasize customer service excellence and a rich array of choice. To fulfil greater potential, the brand embarked on an expansion of its digital commerce capabilities.

Services

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

Commerce Platform

Results

120%increase in revenue

142%increase in mobile transactions

37%increase in conversion rate

Salesforce Commerce Cloud

UK

The Brief

In a move to embrace its significant global recognition, Liberty London upgraded its investment in ecommerce, leading to the implementation of Salesforce Commerce Cloud.

Tryzens Global has been supporting the digital growth strategy of Liberty London since partnering in 2016, focusing on continuous optimization, experimentation, and incremental growth.

Tryzens works with Liberty London to enhance their ecommerce capabilities, improve and evolve the customer experience to keep pace with customer expectations, and expand their reach in both domestic and international markets.

As Liberty London continues to navigate the dynamic landscape of ecommerce, Tryzens is committed to identifying areas of optimization, leveraging the expertise of our CRO specialists through the evolution of the brand’s digital architecture.

The Solution

Since the beginning of our partnership, Liberty London has gone through multiple iterations and optimization efforts to maintain their position as a digital commerce leader and innovator.

Major milestones include the redesign and replatform to Salesforce Commerce Cloud’s mobile-first version, Storefront Reference Architecture (SFRA), enabling them to streamline their internal processes and take advantage of the latest features to deliver deeper personalized experiences.

Through the delivery of an omnichannel approach, Liberty London customers gain access to a suite of services and events. They’re able to book one-on-one style appointments, discover beauty events, and book unique store experiences.

The creation of Liberty London’s blog, Inspiration, is a hub of insight that engages customers with rich content ranging from fashion and beauty to crafts and culture.

These value-added services and content are a crucial development for the brand, because while its products remain at its core, Liberty London is an experience brand, providing unique services and events in collaboration with their network of luxury brands and services.

Key Integrations

“Tryzens brought in a not just a fresh set of eyes, but a commitment and enthusiasm to help introduce some immediate benefits, a good foundation for the next stages in developing a robust roadmap geared towards meeting Liberty London’s objective to drive sales online over the next few years. The initial focus with a stable and efficient platform has been to deliver a smooth customer experience, leading to an increased repeat business and uptick in sales.”

Martin Draper

CTO, Liberty London

“We have been working with Tryzens for years, so it was only natural that we wanted our trusted partner by our side as we embarked on an ambitious digital transformation project. We started with ambitions to go live by a pinpointed date, and Tryzens certainly delivered on their promise.

“The new look and feel represents a new chapter for Liberty and the new technology allows our team to streamline processes so that they can focus on the customer and working towards innovation.”

Martin Draper

CTO, Liberty London

Site Features

Editorial product pages

Enhanced product pages have been designed with the brand’s customers in mind, featuring rich product imagery and videos, technical garment information as well as customer ratings and reviews to showcase comprehensive product information and pave the path to purchase.

Showcase Inspiration

The implementation of Inspiration, Liberty London’s featured blog, delves into broad areas of knowledge and insight. Its hub of rich content engages customers across topics including fashion, beauty, home, crafts, and culture.

Liberty Collective

The loyalty program, Liberty Collective, invites customers to discover even more rewards, exclusive content and unique events. It lets customers earn quadruple loyalty points on purchases in Liberty stores and provides customers access to luxury experiences and masterclasses.

Enhanced omnichannel

Liberty London strengthened its omnichannel capabilities by allowing customers to explore and book in-store events, services, and experiences. By working with multiple luxury brands and services, Liberty is able to facilitate bookings and enquiries with its partner network.

The Beauty Drop

The award-winning beauty subscription membership model allows customers to enjoy a range of beauty, skincare, and makeup products every 4 months. Customers sign up and deposit £20 a month into a personal beauty bank, receive products, and can either spend their savings or hold onto it. Members also get access to exclusive offers, rewards, and events.

The Results

Increased conversion and user engagement

One of the most important benefits of Tryzens Global’s work has been to enable Liberty London’s website to support planned growth, ensuring it is flexible enough to enable the retailer to quickly adapt to changing demand and simplify enhancements based on measured variables and KPIs.