Challenge

Briggs & Riley, known for their “Simple as that®” lifetime warrantee, is a premier manufacturer of innovative, thoughtfully engineered and performance-driven luggage. The brand, established in 1993, is committed to building lifelong relationships with customers through their patented designs that reduce the stresses of travel. Briggs & Riley was seeking to enable omnichannel commerce while maintaining their established brand identity on all channels.

With their products sold through worldwide, but without an online flagship store, Briggs & Riley needed an innovative partner to help them scale and transform their omnichannel business. A key goal of the brand's ecommerce initiative was building a technically advanced online destination to better represent their premier brand and meet the growing needs of their lifelong customers.

Approach

We developed and implemented a responsive Magento site that provides a more flexible, stable and scalable experience for Briggs & Riley shoppers, providing the bandwidth the company needed to continue their growth trajectory. We worked with the brand to develop a user experience capable of driving high-touch engagement with customers. Keys to that user experience enhancement were bringing more emotion to their brand visually and connecting to the female market. We accomplished this with a refined interface, an emotive photography direction, and some clever copywriting.

In order to effectively merchandise and market the Briggs & Riley homepage, we pushed product and unique technical features to the homepage hero spot. We followed with featured products, featured categories, value-add promotions, and brand promotion, with the intention of added brand transparency and distinguishing factors.

To mimic the brick-and-mortar shopping experience of assistance from an in-store associate, we set up product filters on the category landing pages that narrow luggage options based on criteria like Days of Travel, Feature, Function, and Material.

Other key integrations included store locator functionality for both retailers and repair center partners, enabling customers with damaged bags to quickly and easily find a nearby location to remedy wear and tear. On the technical side, we integrated Magento Enterprise with their existing AS-400 system and Bongo to facilitate international orders.

Outcome

Post-launch, the site is proactively supported by Gorilla Managed Services, responsible for driving a phased solution including hosting, updates and new strategic initiatives.