| Title | Page (iPhone) |
| Agency | BBH |
| Campaign | Digital Catalogue |
| Advertiser | Boden |
| Brand | Boden |
| Posted | August 2015 |
| Business Sector | Apparel, Fashion & Footwear |
| Story | Business opportunity: The digital world has evolved fast, but the catalogue remains an integral part of the Boden brand. The challenge was to update the catalogue for the modern digital age, communicating the product range in a new way that would attract the customers of the future. Boden’s heartland customer loves the ritual of the catalogue, but their expectations were changing. With the evolution of technology and the increasingly pervasiveness of online shopping, customers had come to expect a more immediate, rewarding, responsive, connected shopping experience. While the Boden website was going some way, it became clear that tablet and mobile users were becoming increasingly important. Brief: Our brief was simple: Modernise the catalogue for the digital age, increasing the basket size of existing customers, attracting new ones, and as a result decreasing the businesses reliance on the printed catalogue. In short, we had to make the catalogue relevant for the digital age. Strategy: We needed to create a digital online catalogue experience that reflected the things loved about the paper catalogue, but that developed, evolved and built on that experience, using the latest e-commerce capabilities and creating a truly mobile shopping experience across tablets, desktop and mobile. Creative Idea: We sought to create a seamless experience from browsing to buying, that could be accessed anywhere. An experience that was as bold and enticing as the catalogue, but that enabled customers to browse in new ways and be inspired. The new digital catalogue offers a new immersive way of shopping on all devices, both web and native. It is available through your browser on desktop, tablet and mobile, and also as an app on Android and iOS. The digital catalogue truly reflects a new era for the Boden brand. A brand that understands what its customers want, giving them the ability to navigate by preference, showing how fabulous the clothes can look with inspiring photography, giving customers great ideas about how to wear them, the ability to create wish lists of the styles they love, and a seamless and easy way to buy them. All the while rewarding their loyalty and custom in the process. Early results show that customers loved the experience, saying “The clothes look better than online or in the catalogue. The colours are so vivid! And it’s so easy to buy them.” What’s more, 70% say they are either likely or very likely to use the Boden catalogue in the future. |
| Media Type | Digital |
| Designer | Oli Cole |
| Developer | Luke Kidney |
| Strategist | Kate Nettleton |
| Account Director | Cressida Holmes-Smith |
| Production Company Producer | Vaia Ikonomou |
| Production Company Producer | Kate Newman |
| Developer | Monterosa |
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