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The Charles Reimagines The Ecommerce Experience For Alpha Industries

As official Agency of Record for Alpha Industries, The Charles has partnered with the iconic American brand to their DTC experience, with the main goals being increasing brand awareness, loyalty, and conversion.

 

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Website Analytics

From issues with sizing among Alpha’s core silhouettes to poor site search, our main KPI’s were aligned to improving conversion, page duration and ease of checkout.

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The Charles encouraged the brand to focus on sales-driven storytelling, as one of their key selling points. They executed this by creating specific landing pages, where each new collection could be purchased and featured in a more editorial experience.

Samantha Edwards, Creative Director has commented,

A big challenge for Alpha has been communicating differences in sizing among Alpha’s core silhouettes. To solve for this we built a custom and intuitive page that allows consumers to view the fits of different fit types across each of Alpha’s core styles.

26% Increase in Post – launch conversion rate (MOM)

480% Increase in site searches for key silhouette products

From issues with sizing among Alpha’s core silhouettes to poor site search, our main KPI’s were aligned to improving conversion, page duration and ease of checkout.

The Charles encouraged the brand to focus on sales-driven storytelling, as one of their key selling points. They executed this by creating specific landing pages, where each new collection could be purchased and featured in a more editorial experience.

Sales Driven Storytelling

Aaron Edward, CEO has also commented,

Story telling has been a central theme for the brand since its inception nearly 60 years ago. Our biggest accomplishment to date, is in how we communicate military heritage to younger audiences with compelling visuals and strong narratives through a multitude of paid and organic platforms.

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