Paul Lewis Design

Fortnum & mason

Case Studies

Background

The oldest retailer in Great Britain, Fortnum & Mason first opened its doors in 1707. This prestigious business has a flagship store in Piccadilly and has been supplying groceries to the Royal family for many years. We were appointed after a five-way competitive pitch.

Challenge

Fortnum & Mason wanted a fresh new look for its online retail site that accurately and authentically reflected their unique in-store experience, while communicating the famous Fortnum & Mason sense of quality and style.

Solution

To achieve this, we reviewed the Piccadilly in-store styling and the information architecture around the online user journey. This revealed the characterful array of Georgian architectural details such as fixtures and fittings, paint colours, and feature statements which pepper the building. Embodying these details into the new e-commerce solution was essential to reflect the quintessential Fortnum & Mason brand and service.

We used curved curlicues and baroque detailing throughout the sit e, choosing a white background to emphasise the feel of exclusivity, and increased image sizes to invoke a sense of generous proportions. Another aspect of our design strategy was to create department store ‘landing pages’ to help display the extensive product range more effectively.

At the same time, we improved the information architecture to make the site easier to navigate. This has reduced drop-off rates, encouraged repeat visits and improved conversion.

Other new features include being able to view hampers and their contents in more detail, and a new quick shop service. We’ve also introduced videos of the store and restaurants.

Results

Since we improved the visual identity and usability of the site, sales figures have increased substantially. PLD has now been given additional responsibility for e-mail marketing concepts and design.

www.fortnumandmason.com