Selling Design and Art Editions Online
January 24th, 2020. After a 30-year track-record of creating products and interior designs, as well as, executing art direction for global premium brands, opening an online Boutique seemed like the most logical step for Amsterdam-based design studio Marcel Wanders.
TOWARDS eCOMMERCE
To capitalize on the societal shift toward eCommerce, about a year ago, we launched our online Boutique. This curated virtual realm offers crafted limited editions, prototypes and one-of-a-kind creations by Marcel Wanders. The Boutique is a place where treasures are yours to discover which, for the most part, can be found nowhere else.
While pioneers 1stdibs, Artsy, Paddle8 a.o. paved the way for the online selling of exclusive, luxurious design and art pieces, it was Instagram’s shopping feature that made it all truly desirable and attainable.
Slowly but steadily, the Boutique gained momentum. Behind its strategy and execution is a team of energetic creatives and marketeers under Marcel Wanders’ and Gabriele Chiave’s creative direction.
To ensure recognition and growth, the yearly marketing calendar includes the implementation of year-round campaigns, as well as, quarterly fully-integrated campaigns that comprise compelling content in the form of a newsletter, targeted email campaign, search and display advertising and social media (both organic and paid). The platforms to be leveraged include Facebook, Instagram, YouTube, Pinterest and Google shopping.
In November 2019, the Bella Lamp was launched and offered commercially through the online Boutique. This piece was designed in close collaboration with Alessandro Mendini while still in his capacity as Creative Director of Ramun.
THE SHOPPING SEASON
Anticipating the holiday gifting season, a targeted newsletter was distributed to subscribers across the category’s new business, media and relations. This newsletter linked directly to the Boutique product page where more contextual information, technical specs and a shopping cart functionality is available. Additionally, both the product and the Boutique were introduced to the media. Short and long copy was specifically developed for each channel and paired with warm and personal photography. All assets worked in unison to support the chosen line of storytelling.
Furthermore, the campaign was rolled-out on Facebook, Twitter, Instagram, LinkedIn and Pinterest, channels in which we usually showcase our portfolio, as well as editorial features concerning new launches and products. Plus, we placed Facebook, Instagram and Pinterest ads to support the campaign.
At the same time, search and display campaigns with custom-designed ads and SEO tailored copy were executed. These multiple targeted campaigns focused on specific keywords, geographic location, interest and affinity with limited-edition design.
The adopted strategy is centred on the consumer and the customer journey. All touch points and centralised channels are set up to move the customer seamlessly through each stadium of the purchasing process, all the while providing an holistic brand experience.
MEASURING SUCCESS
Our consolidated and strategic PR and marketing efforts achieved great results. To begin, PR activities delivered editorial features across leading print and online media from Spain to Italy to Russia and Korea. Within merely five weeks, and with a minimal budget, we sold an unprecedented amount of Bella Lamps, along with other items in the Boutique. Most importantly, though, we garnered further brand recognition and elevated the number of those aware of the eCommerce site to an impressive 9-figure number of potential buyers.
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Liliana Rodrigues is a global PR & Marketing professional at international design studio Marcel Wanders.* As a passionate communication strategist and influencer, she regularly writes about brands, art and design.
*Originally published at http://lilianarodrigues.wordpress.com on January 24, 2020.
