Building a personal and lasting relationship with the customer is at the very heart of the stunning new Van Cleef & Arpels website.
Van Cleef & Arpels creations are not sold on the power of their outstanding technical prowess,. It is the traditional craftsmanship of the Maison Van Cleef & Arpels, the story behind each collection and the experience of luxury that win over the hearts and minds of customers.
The fascinating online universe of Van Cleef & Arpels takes visitors on an immersive journey through the magical world of fine jewellery. The interactive narrative leaves the user with a lasting memory of each creation and a personal connection with the brand.
If customers like what they see whether in one of the interactive stories or on the product page, they are only a few clicks away from acquiring it. However, direct sales is by far not the primary intention of the website. This discreet purchasing process is extremely secure, as each transaction is verified twice – first by the web application and then by the Richemont API.
The user is at the centre of the new-look website. The inclusion of a nanosite means that a content marketing strategy can be put in place for the virtual Maison of Van Cleef & Arpels. It also provides customers with a much more extensive choice of e-commerce solutions. For example, customers can now select the packaging they would like, request an engraving or have their purchases delivered at a time of their choosing.
The online launch of the Perlée collection was a triumph. The North American distribution of the Van Cleef & Arpels autumn newsletter generated around 10,000 direct visits to the virtual world of Perlée. This outstanding achievement earned Liip top spot in the online marketing category of the Meilleur Du Web 2014 competition (French-speaking Switzerland’s equivalent of the Best of Swiss Web).
Customer needs was one of Liip’s main priorities when developing the architecture. For example, when visitor numbers rise during peak seasonal sales periods, another server can be added quickly and easily. Thanks to the architecture’s redundant design, response times are extremely short and error tolerance is high – two essentials for an international company like Van Cleef & Arpels.
The framework of the nanosite offers external agencies complete creative freedom. Another advantage is that all SEO activities can be unified in a single version, whether they come from the nanosite or the main website. CMS is still used to manage product information and translation work, while integration and maintenance is now simpler thanks to the addition of an automated script.