Cornish lifestyle brand Seasalt has seen conversion rates top 6% for the first time, following its recent £2.5million move to digital. The brand, which was founded over 40 years ago and now has 65 stores in the UK and Ireland, has had record days beating the previous conversion rate by 5.3% at 5.9 and 6, 1% at Christmas. The brand also increased the proportion of sales made online to 56%.
The re-platform was delivered by SQLI Digital Experience, partly during the lockdown, and completed in July 2020. SQLI is also behind the digital transformations of Fortnam & Mason, Hamleys and Tesco Mobile. Jonty Sutton, CEO of SQLI UK, said: “These fantastic results speak for themselves and demonstrate how fundamentally important functionality and operational sophistication are for sales and growth.
“The new platform has also provided significant resiliency that will allow Seasalt to innovate and easily manage the new demands of future digital commerce. Recent extraordinary events such as the pandemic have demonstrated that brands need to prioritize digital functionality to be able to manage extraordinary times, while reflecting new shopping trends.
Will Charnley, Director of Sales at Seasalt, said: “Our digital transformation with SQLI has shown us just how much is possible and how powerful the platform can be for our brand. Our existing platform was built from the ground up and highly customized and we had surpassed it. We needed a platform that we could scale faster on and this new high performance Adobe Commerce based system will allow us to continue to grow as a business and add layers of new functionality as we go. as you go.
The digital transformation took ten months from October 2019 and was delivered in July 2020 without interruption for customers. The transformation has also enabled the company to run state-of-the-art software that enables online order fulfillment in stores for the first time.