Louis Poulsen Lighting A/S specializes in the production, marketing and sale of lightning equipment to both the private and the professional market at home and abroad. Louis Poulsen has an annual turnover of approximately 500 million DKK, and subsidiaries, distribution offices and agents worldwide represent the brand. The company considers Scandinavia, Europe, Japan and the United States as being primary sales markets.
Louis Poulsen had a desire to create a B2C online universe, which was consistent with the company’s sense of quality and design. The universe would include an online communication platform for online activities such as Ecommerce, intended to raise brand awareness and visibility of their entire B2C product catalogue. The possibility of buying official products and exposing their entire catalogue online was also a mean against fake copies.
A new B2C Ecommerce solution based on the Dynamicweb Ecommerce platform was developed, and the primary purpose was to attract the B2C clients willing to purchase directly from Louis Poulsen, while servicing both current and potential customers with a full online display of products and accessories.
The design was made in accordance with the Louis Poulsen mindset and DNA, which reflects the Scandinavian design tradition – simple, stylish and functional. The emphasis in the new universe is on the buying experience, as customers are inspired and motivated to purchase.
The new Louis Poulsen shop has generated a high conversion rate and order size compared to the rest of the industry, and this is mainly due to the design interaction between brand universe and buying experience. It enables customers to recognize the Scandinavian design traditions while being guided through an effecting marketing buying experience. Following the implementation of the new Ecommerce solution, Louis Poulsen experienced ROI of less than 4 months and a doubling of online sales during the second and third year, mainly because of top rankings in Google, good conversion rates and a very low bounce rate.
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