Digital Storm UKDigital Storm

Digital Storm UKDigital Storm

Digital Storm UKDigital Storm

Fabric Land

The brief

Specialising in selling all types of haberdashery and fabric, Fabric Land is an established family run company with nearly 40 years experience. Fabric Land import and mail order from all over the world and has a firm place in the market with a number of UK based retail fabric shops which attract a loyal customer base

Fabric Land approached Digital Storm in 2016 regarding updating their online presence. As a brand, they are leaders within their industry but unfortunately, the website didn’t represent them like that. In addition, the website had fallen into a number of Google penalties losing them search rankings.

Initial meeting discussions regarded improving and maintaining search presence, however, things quickly progressed. The website at this point was nothing more than a catalogue, asking customers to contact them or visit the store to complete a purchase. Digital Storm, therefore, proposed eCommerce functionality as a better long term solution to aid in extending Fabric Lands customer reach and profile – resulting ultimately in more sales and widening their audiences outside of the South.

Our response

Fabric Land was keen to capitalise on the opportunity to invest in an eCommerce platform. Therefore Digital storm developed a new and modern eCommerce website using WordPress and WooCommerce software. This solution was chosen to allow Fabric Lands staff to easily add and manage products on a regular basis, a key requirement for a business dealing in the fashion industry where new fabrics and patterns are being added to the website on a weekly basis.

It was important for the site development to ensure that shopping for existing customers could be made easier for them whilst attracting new customers who wouldn’t have normally set foot into the retail shops. The website needed to make browsing Fabric Lands’ vast product library of over 3000 products seamless and enjoyable. Therefore the planning and implementation of the site and navigational structure, the user experience, the focus on delivery and attention to the customer service experience were all key aspects to the success of the site.

The new website offered close and personal communication with its customers which helps to influence a customers’ shopping journey. Customised emails were developed, feedback and fabric reviews were incorporated and earn points as you buy were provided. A sewing gallery was also added to the site allowing customers to upload and share their own creations. All of these additional features have helped to enhance customer engagement.

Once the site was launched, Fabric Land embarked on a digital strategy with Digital Storm that looked at increasing the current levels of turnover. The strategy focused on content marketing such as emails and videos that appealed to its customers as well as Social media that aimed to Expand online reach, engage with customers in a casual way and help get the brand shared online

All of the marketing tactics used have aided to build brand awareness, attract online followers and help to generate online sales.

Conversion optimisation has sat at the core of everything Digital Storm has done over the last few years working with Fabric Land. The website has evolved and been updated on a monthly basis in accordance with the analytics with the aim of increasing the conversion rate.

person shopping on true utility ecommerce store on an iPad
person clicking True utility Instagram advert

Results

The website grew quickly, gaining new customers and seeing positive growth in sales and traffic aided by the brands existing recognition. By the end of year one, we had established page 1 rankings for all the major product lines and bestsellers, along with a number of selected additional terms. The conversion rates soared and have been maintained above the national average.

Following the e-Commerce success, and moving into our fourth year of working together Digital Storm has commenced the design and development of a new and further enhanced eCommerce store which still uses WordPress & WooCommerce as the framework. This new website seeks to aid the continued growth of Fabric Land online over the next five years.

person shopping on true utility ecommerce store on an iPad
person clicking True utility Instagram advert
Digital Storm built and maintain our website, fabricland.co.uk. They are patient, listen to our problems and always solve them. I would recommend them to anyone.
Jeremy Berg
Managing Director at Fabric Land

Fabric Land

The brief

Specialising in selling all types of haberdashery and fabric, Fabric Land is an established family run company with nearly 40 years experience. Fabric Land import and mail order from all over the world and has a firm place in the market with a number of UK based retail fabric shops which attract a loyal customer base

Fabric Land approached Digital Storm in 2016 regarding updating their online presence. As a brand, they are leaders within their industry but unfortunately, the website didn’t represent them like that. In addition, the website had fallen into a number of Google penalties losing them search rankings.

Initial meeting discussions regarded improving and maintaining search presence, however, things quickly progressed. The website at this point was nothing more than a catalogue, asking customers to contact them or visit the store to complete a purchase. Digital Storm, therefore, proposed eCommerce functionality as a better long term solution to aid in extending Fabric Lands customer reach and profile – resulting ultimately in more sales and widening their audiences outside of the South.

Our response

Fabric Land was keen to capitalise on the opportunity to invest in an eCommerce platform. Therefore Digital storm developed a new and modern eCommerce website using WordPress and WooCommerce software. This solution was chosen to allow Fabric Lands staff to easily add and manage products on a regular basis, a key requirement for a business dealing in the fashion industry where new fabrics and patterns are being added to the website on a weekly basis.

It was important for the site development to ensure that shopping for existing customers could be made easier for them whilst attracting new customers who wouldn’t have normally set foot into the retail shops. The website needed to make browsing Fabric Lands’ vast product library of over 3000 products seamless and enjoyable. Therefore the planning and implementation of the site and navigational structure, the user experience, the focus on delivery and attention to the customer service experience were all key aspects to the success of the site.

The new website offered close and personal communication with its customers which helps to influence a customers’ shopping journey. Customised emails were developed, feedback and fabric reviews were incorporated and earn points as you buy were provided. A sewing gallery was also added to the site allowing customers to upload and share their own creations. All of these additional features have helped to enhance customer engagement.

Once the site was launched, Fabric Land embarked on a digital strategy with Digital Storm that looked at increasing the current levels of turnover. The strategy focused on content marketing such as emails and videos that appealed to its customers as well as Social media that aimed to Expand online reach, engage with customers in a casual way and help get the brand shared online

All of the marketing tactics used have aided to build brand awareness, attract online followers and help to generate online sales.

Conversion optimisation has sat at the core of everything Digital Storm has done over the last few years working with Fabric Land. The website has evolved and been updated on a monthly basis in accordance with the analytics with the aim of increasing the conversion rate.

person clicking True utility Instagram advert
person shopping on true utility ecommerce store on an iPad

Results

The website grew quickly, gaining new customers and seeing positive growth in sales and traffic aided by the brands existing recognition. By the end of year one, we had established page 1 rankings for all the major product lines and bestsellers, along with a number of selected additional terms. The conversion rates soared and have been maintained above the national average.

Following the e-Commerce success, and moving into our fourth year of working together Digital Storm has commenced the design and development of a new and further enhanced eCommerce store which still uses WordPress & WooCommerce as the framework. This new website seeks to aid the continued growth of Fabric Land online over the next five years.

person clicking True utility Instagram advert
person shopping on true utility ecommerce store on an iPad
Digital Storm built and maintain our website, fabricland.co.uk. They are patient, listen to our problems and always solve them. I would recommend them to anyone.”
Jeremy Berg>
managing Director Fabric Land

Fabric Land

The brief

Specialising in selling all types of haberdashery and fabric, Fabric Land is an established family run company with nearly 40 years experience. Fabric Land import and mail order from all over the world and has a firm place in the market with a number of UK based retail fabric shops which attract a loyal customer base

Fabric Land approached Digital Storm in 2016 regarding updating their online presence. As a brand, they are leaders within their industry but unfortunately, the website didn’t represent them like that. In addition, the website had fallen into a number of Google penalties losing them search rankings.

Initial meeting discussions regarded improving and maintaining search presence, however, things quickly progressed. The website at this point was nothing more than a catalogue, asking customers to contact them or visit the store to complete a purchase. Digital Storm, therefore, proposed eCommerce functionality as a better long term solution to aid in extending Fabric Lands customer reach and profile – resulting ultimately in more sales and widening their audiences outside of the South.

Our response

Fabric Land was keen to capitalise on the opportunity to invest in an eCommerce platform. Therefore Digital storm developed a new and modern eCommerce website using WordPress and WooCommerce software. This solution was chosen to allow Fabric Lands staff to easily add and manage products on a regular basis, a key requirement for a business dealing in the fashion industry where new fabrics and patterns are being added to the website on a weekly basis.

It was important for the site development to ensure that shopping for existing customers could be made easier for them whilst attracting new customers who wouldn’t have normally set foot into the retail shops. The website needed to make browsing Fabric Lands’ vast product library of over 3000 products seamless and enjoyable. Therefore the planning and implementation of the site and navigational structure, the user experience, the focus on delivery and attention to the customer service experience were all key aspects to the success of the site.

The new website offered close and personal communication with its customers which helps to influence a customers’ shopping journey. Customised emails were developed, feedback and fabric reviews were incorporated and earn points as you buy were provided. A sewing gallery was also added to the site allowing customers to upload and share their own creations. All of these additional features have helped to enhance customer engagement.

Once the site was launched, Fabric Land embarked on a digital strategy with Digital Storm that looked at increasing the current levels of turnover. The strategy focused on content marketing such as emails and videos that appealed to its customers as well as Social media that aimed to Expand online reach, engage with customers in a casual way and help get the brand shared online

All of the marketing tactics used have aided to build brand awareness, attract online followers and help to generate online sales.

Conversion optimisation has sat at the core of everything Digital Storm has done over the last few years working with Fabric Land. The website has evolved and been updated on a monthly basis in accordance with the analytics with the aim of increasing the conversion rate.

person clicking True utility Instagram advert
person shopping on true utility ecommerce store on an iPad

Results

The website grew quickly, gaining new customers and seeing positive growth in sales and traffic aided by the brands existing recognition. By the end of year one, we had established page 1 rankings for all the major product lines and bestsellers, along with a number of selected additional terms. The conversion rates soared and have been maintained above the national average.

Following the e-Commerce success, and moving into our fourth year of working together Digital Storm has commenced the design and development of a new and further enhanced eCommerce store which still uses WordPress & WooCommerce as the framework. This new website seeks to aid the continued growth of Fabric Land online over the next five years.

person clicking True utility Instagram advert
person shopping on true utility ecommerce store on an iPad
Digital Storm built and maintain our website, fabricland.co.uk. They are patient, listen to our problems and always solve them. I would recommend them to anyone.

Jeremy Berg

Managing Director at Fabric Land