Continuous optimisation as a strategy for growth.
Biglight has worked with Timberland® since 2014 and uses its unique Customer Experience Optimisation (CXO) process to help the brand drive continuous revenue growth.
The programme spans all European markets and involves close collaboration with the CXO programmes of its sister brands; The North Face® and Vans® - both also managed by Biglight.
Unlike traditional approaches to optimisation, our CXO process involves testing alternative creative approaches and ways of increasing purchase motivation, as well as making the sites easier to use across devices.
Our CXO process is supported by regular Opportunities Audits - comprehensive reviews of the brand's sites across all European markets, involving data analysis, heuristic review and usability testing on mobile and desktop devices.
This creates a significant number of opportunities to improve the customer experience across its creative, content, usability and functional aspects, which are then scaled and prioritised according to business benefit.
These feed into an iterative process of creating, testing and implementing alternative experiences across markets and devices, in order to realise these opportunities, involving up to 4 tests per month with up to 5 variations per test.
The revenue impact of the programme has been significant, with successful tests rolled-out to all users, leading to an acceleration in the scale and pace of the programme.