R.M. Williams
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THE BRAND

Born from a single pair of boots crafted in 1932, the R.M. Williams brand has become synonymous with Australian craftsmanship.

The iconic Craftsman boots, manufactured in Adelaide, have built a worldwide following, famous for both their durability and style.

THE BRIEF

The goal was simple, create an ecosystem that provides an exceptional Omni-channel customer experience while future proofing the brand for ongoing global expansion, scale and digital innovation. The new offering had to support deep personalisation, outstanding merchandising and best of breed technology along with the Ability for full product customisation.

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CONTENT DRIVEN

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IMPROVED UI & UX

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OPTIMISED ECOMMERCE

THE SOLUTION

As part of a renewed investment in the brand, the new e-commerce site brings together the stories of the outback with the evolving footwear and clothing range to provide a comprehensive experience of one of Australia’s best-loved brands in under 8 weeks of development time.

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DYNAMIC MERCHANDISING

The product description pages are designed to give customers the best possible information on R.M. Products before they purchase. These pages include rich content such as 360° product views, product  features and video to re-affirm purchases and immerse customers in the brand story.

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CONNECTING A COMMUNITY

With a readership of over 400,000 people, R.M. Williams Publishing tells the stories of the bush and it’s people. At the core, Outback Magazine showcases rural Australia with positive stories about ordinary people doing extraordinary things away from the bright lights of our cities.

These stories feature on the website to highlight R.M’s love of the people behind the boot and all those who wear them.

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DEVICE AGNOSTIC

From desktop to tablet to mobile, Apple to Android, Mac to PC, R.M. Williams is fully accessible and transactional.

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PRODUCT VIDEOS

R.M. Williams is backed by a long standing history & pride in the pieces that they produce. Each craftsman boot undergoes 80 separate steps, all completed by hand in Adelaide at the original address that R.M himself worked from. Product videos give the customer a behind the scenes look at exactly what goes into making their wide range of stockman’s products as an affirmation of quality, leading them on a path to purchase.

BEST OF BREED

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THE RESULTS

88%

INCREASE IN

REVENUE

34%

INCREASE IN

TRANSACTIONS

27%

INCREASE IN

VISITS

40%

INCREASE IN

AOV

QUOTE

Our new website, designed and built by Amblique on Commerce Cloud, not only allows us to showcase our iconic products but is a strong foundation as we evolve our omnichannel offering

HEAD OF ECOMMERCE, R.M. WILLIAMS

GET IN TOUCH

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