Iroco: Luxury Goods Retail Case Study

Iroco launched in the summer of 2005 with the objective of becoming the purveyors of the finest luxury gifts competing with the likes of Smythsons and Links of London for quality and taste. In order to differentiate from the competition, the importance of publishing beautifully composed product imagery and a slick easy-to-navigate shopping experience was of paramount importance. Furthermore, the focus on friendly personable customer service intended to enhance customer retention and proliferate the brand among its key target audiences.

FIFO designed the Iroco website to emulate a gallery viewing space as a means of honing in - without distraction - on the aesthetic quality of the luxury gifts on offer. Photographic imagery was given great attention to detail, all optimised using the non-web-standard Adobe RGB format to minimise loss of quality.

The information architecture was developed to enable visitors to view products by category and subcategory, as well as price, hence fulfilling the varied needs of potential customers who may be either product- or price-led. Related items displayed on product detail pages allow easy cross-selling not only enhancing the shopping experience but also providing deep linking to maximise search engine optimisation.

Multiple dispatch functionality ('Amazon style') was developed allowing customers to log in and maintain a list of multiple recipients to which they can send gifts with gift messages per item. Automatic stock control publishes most numerous product options at the top of each dropdown list and replaces "add to basket" with "contact us" on items out of stock.

All product detail, prices, copy and imagery is content manageable via Calligram Application Server giving Iroco total control of the website updating process.

If you would like to learn more about this case study or FIFO's services in general, please call Jonathan Saipe on 0845 680 1236 or email us.