Pantalon Chameleon had a problem. Their website was terrible. It was clumsy and inefficient. This coupled with a dire payment process meant the website was not making any money for the client. This was a major problem for Pantalon as their long term business plan was focused on considerably increasing their online presence. Working with the client, Montpellier completely re designed and rebuilt the website and sourced a new secure online payment portal. The outcome of Montpellier’s involvement with Pantalon was incredible, first month revenues for the site increased from zero to £60,000.
Pantalon are a female focused retail outfit situated in the Kings Road area of London. Its consumer base consists of the sophisticated lady, with a disposable income, who enjoys stylish clothes and still takes pride in her youthful appearance. Positionally, the client is the equivalent of a boutique version of Next. Pantalon Chameleon approached Montpellier and wanted an online presence that communicated the quality and ethos of the Pantalon Chameleon brand. It also became apparent that the client needed to move a large proportion of their business online to remain competitive and widen their brand’s catchment. Their existing online capability was proving a major obstacle. It was complicated and difficult to use and visitors were being put off before reaching the checkout resulting in low sales.
• To create a fully functioning e-commerce site on a rigid budget, that hit its target
markets correctly.
• To provide an easily updateable Content Management System (CMS)
• To provide a simple user interface conveying detailed information quickly
• To provide an online solution that would see a fast return for the client
Pantalon wanted a fully functioning website on a fixed and tight budget.
Montpellier sat down with the company and worked with them in order to understand the dynamics of the company, its ethos and values. The Challenge was in conveying the client’s brand in a creative way, and to drive visits towards solid sales, whilst encouraging customer loyalty, encouraging word-of-mouth referral to the site through its ease of use. Pantalon also wanted to be seen as one of the more vibrant and exciting companies in its growth market.
The major concern of the client was its lack of existing on-line sales. The site itself was receiving a reasonable number of hits but was not able to turn them into revenue. It was imperative that Montpellier completely overhauled the sluggish, ineffective off-site payment process. The previous system made the process of completing a transaction needlessly difficult. In order for the client to be able to migrate more of its business online, the transaction process would have to be managed in a more efficient way.
Montpellier completely re-built the website, concentrating on ease of navigation and quality design. The redevelopment was intended to generate new custom and encourage old customers back to the brand.
A new content management system was implemented, enabling the client to update its product choice and modify its range of offers and discounts easily.
The previous, clumsy off-site payment process was replaced with the introduction of a more robust on-site payment system, chosen for its ease of use. Instead of being taken away from the site to a different online payment portal (Paypal), the new transaction process retains the user within the site.
An innovative addition to the website was the implementation of a function that enables the customer to accessorize online. Once a primary product has been chosen, a number of accessories including bags, shoes and other related items appear at the bottom of the page. This gives the customer more options and increases potential revenue for the client.
The consequence of Montpellier’s involvement with Pantalon was high in functionality, attractive website which tied in with the core values of the client and made the purchasing experience far more pleasurable for the consumer.
The redesign has since strengthened brand loyalty and brought back customers who had left as a result of the problems with the old site. The feedback from the client’s customers has been resoundingly positive.
The major success of the site was the new payment method. The site went from making no money, to pulling in an astonishing £60,000 in its first month of trading! This gave the client a solid foundation from which to further promote their range and retail presence, on and off line, expanding their client base and strengthening the brand nationally.
The resounding success, and the addition of this project to the Montpellier portfolio strengthens our position, and allows the Group to further expand its activities in the lucrative online retail sector.