In August 2011 ONQ was awarded the Adairs Retail Group digital account, comprising the Adairs ecommerce website and all aspects of the company’s digital footprint. 2011 was Adairs’ 11th year of being online and thus far their ecommerce success had been marginal. Our remit from the head of digital, backed by the Adairs board: transform the Adairs online business and make Adairs the number one online destination for manchester in Australia.
With the Christmas trading period looming, ONQ had 3 months to produce and deploy 2 new ecommerce websites; Adairs and Adairs Kids seated on a single CMS. The project commenced in September and was delivered in November. Careful planning was required from the outset and once the discovery and strategy were complete, the creative team set about working closely with the Adairs digital team to deliver a rich user experience which encompassed the values of the business. Once the websites were deployed, SEO/SEM activity was engaged, along with an EDM broadcast schedule supported by our email marketing partner, Strongmail. With Adairs looking to become a true omni-channel retailer, we also integrated the website with the national inventory management system and the Adairs Linen Lover loyalty database.