The Project

The team at designertrainers.com approached us with the goal of launching a new interactive online store in 2004 as a new concept and experience for designer footwear consumers. They wanted a stock control system and an e-commerce engine that was flexible enough to meet this goal and could grow with the company. They also had online marketing needs, including search engine optimisation that could make or break the company.

In 2005 after the huge success of designertrainers, they decided to launch designerdenim.

The Stock System

Working closely with the Designer Trainers team we implemented our stock system complete with hierarchical categorisation system, product templating and prototyping, orders and deliveries fulfilled over multiple transactions and the ability to view actual, booked and future stock levels at a glance.

We have continued to develop the Stock System for Designer Trainers, recently adding comprehensive order history and delivery address system. We have recently added differential pricing for the two websites, promotions/vouchers and size availability.

The E-Commerce Websites

We implemented our e-commerce system, with secure shopping and tight integration with stock. Designer Trainers also wanted customers to be able to search for products in a mixture of ways.

Pollenation produced a filter-based navigation that allowed users to filter products by brand, shoe-size, colour - in fact any set of options that the Designer Trainers team need. We made sure that the management of the site gave Designer Trainers the ability control completely how their products were presented.

Designerdenim required different filter based navigation such as by types of jeans or by brands. Different size availability needed to be shown, as availability differs by waist size and leg length.

Search Engine Optimisation

In this case optimising the site wasn't just about adding the right content. The site is database driven and therefore the title tags (for instance) needed to be automated rather than write for each indiviual pages. The marketing and technical teams worked together to devise strategy that ensured the right optimisation was adopted.

Pollenation also worked with the client when writing the product descriptions for both sites. Incorporating the right keywords in the product description and name was fundamental to ensuring the success of the campaign.

After 6 weeks of optimising the site, Pollenation got the site ranking #3 in Google for 'diesel trainers', which in the PPC campaign is the highest converting term.

Pay Per Click

Pollenation took over the PPC in October 05. We re-implemented both the campaigns. PPC drove a significant volume of orders over the Christmas period in 2005.