Famous for innovation
Owned by McPhersons, Wiltshire is an iconic Australian homewares brand, famous for its innovation, particularly the Wiltshire Stay Sharp Knife range.
Bullseye, as an outcome of the success on the McPhersons corporate site project, was tasked to create a unique strategic approach and website development project for this leading homewares’ brand, Wiltshire. The old website presented a catalogue of Wilshire products, but had little engaging qualities to incentivise the audience back for repeat visits, and therefore lacked any cut through with maintaining the Wiltshire brand as top-of-mind for consumers looking for products in their category.
- THE CHALLENGES
The primary challenge was to create an inviting, warm and innovative website experience for consumers to engage with and return to often, and that led consumers to be able to purchase Wiltshire products at their retail partners either in-store (mobile responsive) or online (retail partner websites). Additionally, the domain name was owned by a separate entity, and Bullseye offered consulting advice to McPhersons to negotiate the purchase of the domain.
- OUR SOLUTION
The strategy put video at the heart of the online brand experience, whereby ‘Recipe’ and ‘How To’ videos gave their audience content to consume, content to engage with and relevant products associated with the content.
- THE IMPACT
The site has just launched. The site analytics will be tracking ‘engagement length’ via time on site and gain metrics on content engagement, return visitors which proves the site and content strategy does lead to often repeated visits and finally tracking ‘intent to purchase’ via goals and funnels set up around clicks on “where to buy” retailer links.