April 9, 2019 · Corporate

Metalicus is a niche fashion brand with a unique stretch fabrication which provides versatility to any woman’s wardrobe. Customers fall in love with the ease, comfort and ability to create their own look through different layering and styling.

The business issue:

Metalicus observed decrease in sales and identified this was mainly due to inefficient operation of its digital channels. However, the business was unaware of the key drivers behind the channels’ poor performance.

Research objectives:

– To determine the key obstacles preventing optimal use of the digital channels

– To conduct comprehensive evaluation of the digital channels with a view to uncover the key issues faced by consumers and provide recommendations for improvement

– To conduct specialised in-depth usability review of Metalicus’ e-commerce website with key target groups and recommend key opportunities for improvement

– To develop, through consumer research, revised information architecture and design concepts for Metalicus’ website and other digital channels

The research methodology:

– Conduct of a series of in-depth interviews and focus groups with current and potential Metalicus customers

The outcome:

Following implementation of research findings, the digital channels were optimised and Metalicus observed relative increase in sales across all product categories.

Note: this project was commissioned by a third-party digital agency on behalf of Metalicus.