Refreshing a family business brand, website and marketing activity
David Summerfield is a family-run jeweller, established in 1914. For over 100 years, they have played an important role in many lives from weddings and engagements to christenings and birthdays. They supply classic and trending brands of jewellery to their customers.
Brand evolution and e-commerce platform
When JUMP was commissioned to design and develop a new website for David Summerfield, we began the project by refining their brand. Initially, there was one logo which appeared on their website and another which appeared in print, on their jewellery boxes. David Summerfield’s aim is to make sure each client is promised something special and exclusively tailored to their individual requests, so we wanted the brand to align with this.
Form and function
While the site’s key purpose is e-commerce, it was important that the site not only sold products but functioned well. This meant that the main priority was a clear structure and easy navigation so customers were able to find what they needed. Improved UX flow meant that the process was streamlined from discovery through to checkout.
The David Summerfield site includes more than 10,000 products so JUMP needed to identify clearly what brands they sell and which are their most important products. Along with a large product catalogue, there are also multiple offers at different times of the year so the design needed to accommodate this.
As a family-run business, it was important that our digital presence was keeping up with our high street presence. JUMP have been brilliant at every step and have become an extension of our team.
Faye Smith, Director
A feature-rich system
The retail plugin provides a feature-rich system for managing products, product variants, product categories and manufacturers. Building upon lessons learned from our previous e-commerce projects, this plugin provides the most common functionality any online shop may need. We can also extend it per project by adding custom functionality, as we have done with David Summerfield by adding gift and engraving options for products.
The e-commerce plugin provides basket, order, customer and discount functionality to give us a great foundation to start on any e-commerce website. As with the retail plugin, we can extend e-commerce on a per-project basis to add functionality. In the case of David Summerfield this meant adding new discount types and extending orders to handle the new gift and engraving options.
New marketing and website allowed average monthly orders to increase by 60%
A bespoke development feature
We built a bespoke feature to support with the ability for customers to collect their online items from one of David Summerfield’s three physical stores across the region. Working closely with David Summerfield we were able to add this great new feature to both help out their customers and their staff.
Another bespoke development feature was created to integrate with David Summerfield’s in-store electronic point-of-sale (EPOS) system, Bransom, as well as payment integration with Stripe. The website can handle modifying stock levels whenever an item is sold from any of its three physical store locations. It also provides exports of online transactions back into the EPOS system so David Summerfield can have up-to-date stock management data.
Raising the profile
After the website was created, we were able to help David Summerfield raise awareness both for their online store and in-person stores. We created a marketing strategy that incorporated PPC advertisements, social media marketing, and email marketing. This allowed David Summerfield to find a new audience and better connect with their existing audience through marketing efforts.
PPC ads were placed on high-volume keywords, whilst social media utilised influencer marketing and trends to be seen across a local area. Emails were used through both automated and one-off campaigns to connect with users on the website and previous customers.