Gifts Today magazine

Royal Crown Derby unveils new ecommerce site

Fine bone china specialist, Royal Crown Derby, has launched a new ecommerce website to its international audience and in response to worldwide customer demand

Following the recent acquisition of Royal Crown Derby by industry leader and former CEO of Steelite International, Kevin Oakes, the brand-new website from the fine bone china specialist heralds a new era for the company. Leading on luxury tableware and bespoke commissions, the new online platform reflects the proud English heritage of the company and the elegant nature of its fine bone china collection.

The new mobile responsive site, developed by Staffordshire agency, Netbiz Group, will allow the iconic British brand, with a 266-year heritage, to use the very latest customer profiling technology, to gain more in-depth understanding of its consumers’ purchasing power and to respond effectively with more relevant and targeted messaging.

Beautiful new product imagery throughout the site reveals the luxurious nature of Royal Crown Derby, which is renowned for designing in 22k gold and platinum, and creating bespoke commissions with personalised patterns.

The clean, simple but stylish, interactive platform offers a customer-centric experience, with rich filtering and easy basket navigation to seamlessly guide customers and help them build full table settings of their choice.

An inspirational lifestyle blog has also been introduced to the website covering a myriad of topics, such as etiquette and entertaining ideas, allowing Royal Crown Derby to share its heritage and expertise, as well as aftercare tips for fine bone china.

Royal Crown Derby’s network of selected retailers are also supported with an improved store locator, that allows users to browse from a menu or use postcode look up functionality to effortlessly locate and contact their nearest stockists using Google maps.

Sales and Marketing Director, Christopher Oakes, commented: “Our new website is a real milestone for the brand, aligning our online presence with our offline marketing and overall business strategy, whilst also improving the user experience and allowing more personalised communication with our customers.

“The elegant design of the website reflects our product and services, and supports our global brand positioning.

“Further updates will follow in 2017 to allow hospitality clients access to a wider range of trade-specific information online. We are extremely proud of our new website and look forward to hearing customer feedback.”

Managing Director, Ryan Yates added; “Royal Crown Derby is a brand synonymous with luxury, British craftsmanship and perfection. Working closely with the in-house marketing team, we have developed a completely responsive, user-friendly and integrated website, the design of which reflects the brand’s heritage and premium nature of Royal Crown Derby’s handcrafted, fine bone china pieces.

“By also integrating Royal Crown Derby’s social media platforms, premium imagery and an aspirational lifestyle blog users are able to not only enjoy a seamless online journey but also find inspiration and expert advice that will build and strengthen relationships between user and brand.”

Visit the new look Royal Crown Derby website at www.royalcrownderby.co.uk



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