Increased sales, better user experience and an easier to manage order fulfilment process
The Background
Tangle Teezer is an innovative new product designed to de-tangle hair easily and effectively. After appearing on BBC2’s Dragons Den, sales of the product through the web increased dramatically, pushing the website to its limits.
The Challenge
The CogWorks were asked to provide a solution that would improve customer experience, help drive sales and simplify the order fulfilment process for Tangle Teezer’s administration team.
The Solution
An initial period of consultancy was undertaken to evaluate the existing website, the platform it was built on, and to discover the route of the site’s problems and issues.
The website lacked any detailed information regarding the product with no areas really driving sales. The site’s looked and feel was visually dated.
The back office system was not suitable and had not been configured correctly. This meant that each order had to be manually downloaded and then entered separately into a different system for processing.
A number of off-the-shelf e-commerce products and content management systems (CMS) were reviewed to find the best fit from both a financial and technical perspective. The system chosen was a hybrid solution using CogCMS and Actinic; the UK's foremost developer of e-commerce products for small and medium businesses.
Tangle Teezer had received great positive feedback from celebrities, the press and the general public but this had not been featured on the website. The CogWorks recommended that making a prominent feature of these endorsements could help drive sales.
The Results
The new website was designed and built in just 4 weeks from initial consultation to launch.
The CogWorks recommended Actinic for its ability to process orders efficiently and quickly. This has streamlined the whole fulfilment process for Tangle Teezer.
CogCMS provided the functionality to allow Tangle Teezer to add their own website content, as well as their product endorsements, with an easy-to-use, easy-to-update, self-managing system. The new design and page structure displays the product clearly, showing product features and benefits to their best advantage.
All these things combined have worked towards helping the product become the British Hairdressing Business Awards 2008 Winner for product Innovation.
What the Client said
"The project allowed us to exploit other sales channels whilst The CogWorks concentrated on the website, giving us space to think. Our sales are increasing rapidly and our fulfilment process is a lot easier to manage now.
The team we met at consultation was the team that looked after us throughout. The CogWorks provide the personal touch that you just don’t get at a bigger agency."
Steve Stewart
Operations Director, Tangle Teezer
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