Case study: Dollond & Aitchison

DOLLOND & AITCHISON E-COMMERCE SHOP

Launch E-Commerce site: www.designersunglasses.co.uk

Client

Established in 1750, D&A is the oldest retail chain on the high street. D&A is owned by De Rigo, one of the world's largest manufacturers and distributors of premium eyewear.

D&A Ltd and its three subsidiary companies employ over 2,500 people across the UK.

Objective

Dollond and Aitchison required an E-Commerce partner to support a new site aimed at dominating the UK market for designer sunglasses.

They needed a visual layout flexible enough to support many of the worlds leading brands each with their own style, language and feel.

The site also needed to be heavily search engine optimised to provide a viable migration from an initial Pay Per Click (PPC) advertising campaign on highly competitive and expensive keywords to natural search listings.

With fulfillment managed from a central D&A warehouse the site also needed to support a central feed of stock and an online fulfillment and order processing engine via the E-Commerce Framework.

Solution

Following a structured design process incorporating a range of designer brand imagery an overall structure was created which was further refined with iterative usability testing.

A detailed search engine optimisation campaign was launched and further refined on a monthly basis ensuring a wealth of site traffic from natural search listings providing a customer acquisition strategy with very high product profit margin returns.

Ominor deployed a range of features were deployed to the site including URL-invoked and cookie-invoked offers, providing a range of partners and affiliate networks discounted pricing in a transparent model to other site users.

Systems integration

Search Engine Optimisation

All Ominor E-Commerce projects include a comprehensive customised Search Engine Optimisation strategy. Below are some example results:

Search engine	Keyterm	Rank	Link
	Sunglasses	Page 1	View results
	Designer Sunglasses	Page 1	View results
	Sunglasses	Page 1	View results
	Designer Sunglasses	Page 1	View results