Digital branding via a central communications channel

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The new FREITAG website had to tick alot of boxes: global distribution, diversification, an online store as unique as the products it sells, and a central communication channel. Liip pulled out all the stops to make this happen.

When FREITAG decided to completely overhaul its website, it knew the time was right to bring in a fresh pair of eyes. It wanted a partner that had the necessary web development expertise to improve the conversion rate of its online store, as well as transform the site into the company’s central, and future-proof, channel of communication.

FREITAG found exactly what it was looking for in Liip, a Swiss full-service web agency. Not only did Liip deliver in terms of its web know-how, but the concept, approach and culture underpinning its business were a perfect match for the values of the Zurich maker of bags and accessories.

Easy navigation thanks to first-rate UX design

FREITAG pared down its product categories. Streamlined navigation and the prominent placement of the online store on the landing page mean that customers can access FREITAG’s ever-expanding and diversified product range more quickly and easily than before.

The new FREITAG online store now has assorted product filters that let users find, in a matter of a few clicks, the one-off bag of their dreams. The new website design also lets FREITAG harness the potential of author-based content to navigate users to interest-led products and stories.

Post-relaunch is in fact pre-relaunch: FREITAG and Liip are already looking into the possible addition of even more features, such as Liip’s analytics tools. These make it possible to collect information on every step that the customer takes: from the moment they enter the online store right up until they check out. FREITAG can then use these actionable insights to make user experience even better than before.

Implementation: needs-led, Drupal-powered

Given the complexities of the FREITAG website, Liip recommended Drupal. Many content management systems (CMS) focus on either general web content or shop content. Drupal bucks the trend. This open source CMS addresses both of these needs, as well as making it possible to design the user journey around product and brand stories. Drupal also offers FREITAG greater flexibility, enabling them to quickly and efficiently adapt their online store in response to the most exacting requirements.



«This wide-ranging project gave us an opportunity to showcase the full breadth and depth of our expertise. One of the reasons why the relaunch was so successful is the fact that we could provide FREITAG with all the services it needed.»

«Liip shared our view that the rigid system corset is a thing of the past; agility and DIY-friendly open-source systems are the future.»

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