Johnny Cupcakes, an independent fashion merchant that sells apparel and accessories for men, women and children, has re-launched its e-Commerce site to better educate new consumers about the brand and create a community for loyal shoppers. The site was developed in partnership with Growth Spark, a design, development and marketing services company.
Through the new web experience, consumers now have access to all Johnny Cupcakes social networking accounts, inventory, limited-time collections, a company blog, and a calendar to track festivals and other events. Compelling content, videos and other resources featured on the site are designed to empower shoppers to “get a better understanding of what the Johnny Cupcakes brand is, and what we represent,” according to Lucas Dunn, Business Director for the company.
The overall design concept for the Johnny Cupcakes e-Commerce site was based on “years of listening and talking with our customers,” Dunn said in an interview with Retail TouchPoints. “The feedback and research we gathered in stores and online really was summed up by one key question: ‘What is Johnny Cupcakes?’”
To help answer this question effectively in the web environment, Johnny Cupcakes team members developed a brand and design strategy based on three core pillars, Dunn explained: personality, exclusivity and community.
“We needed to determine how to design our overall brand experience especially for the web,” Dunn said. “Most of the time, consumers find our site after reading an article in a magazine or some other press mention, so we had to follow the learning curve and really test strategies and determine what would allow us to capitalize on that ‘blind’ foot traffic. While we wanted our site to be a hub for existing customers, we also wanted it to be a place for prospective customers to learn about us.”
Other new features and capabilities added to the web site will help boost customer interaction and engagement, and in turn, generate more conversations around the Johnny Cupcakes brand, Dunn noted. For example, visitors can take pictures of themselves wearing Johnny Cupcakes products and post them on Facebook, Instagram and Twitter, along with a specific hash tag. Once photos are shared, they are cross-published on the e-Commerce site.
This social photo feature “speaks to the overall community and exclusivity of the Johnny Cupcakes brand,” Dunn said. “Our company culture inherently is communal and interactive, so providing easy access to social accounts and social media-based activities is a huge part of our web experience.”