Premium womenswear retailer ANNA commissioned us for an operational and design overhaul - as well as a migration to the Shopify platform.

Anna Hero

Project overview

ANNA is one of the largest and most successful independent womenswear retailers within the UK, due to a winning combination of beautiful clothes and exemplary customer service. ANNA was founded in 1994 by Anna Park opening her first store in Burnham Market, Norfolk. Following on three years later, ANNA opened its flagship store in London’s Primrose Hill. Today, due to their phenomenal success, another four stores have opened throughout East Anglia.

  1. Project Brief:

    We were commissioned to integrate with the existing POS (Point of Sale) and PIM (Product Inventory Management) solutions and serve the website's visitors with a curated selection of products, pulled from across multiple physical stores. The online orders were also to be served from the physical ANNA store location that had the highest number of that specific product in stock, via the 'Greedy method'.

  2. What we did:

    First, we built a strong understanding of the company's objectives from a business perspective - allowing us to suggest an appropriately powerful and sophisticated technology solution. Following that, we designed a new website sensitive to the brand's aesthetic and then developed it atop the Shopify platform. As part of the project's technical round, we supported a sensitive and often complex stock data migration from the business's legacy WordPress build - assisted in integrating with the company's primary Product Inventory Management System - Vend. We then built a completely bespoke 'Try on in store' feature for the website to elevate the user experience.

In numbers

  • 6

    Bricks & mortar stores

  • 4

    Staff members involved

  • 0

    Design revisions requested by client

  • 2

    Awards won by website

Design Summary

When designing a framework for a multi-brand retailer, it's important that a degree of the businesses personality is evident however a sensitive approach must be taken in order for the brand to successfully reflect the tone of various brands that it represents.

Home Page

The goal here was to drive users around the site and provide a flexible framework that the Anna team could control.

Anna Home

Collection Page

Clean collection page that abides by traditional eCommerce principles. We moved filters and sorting into push-menu's so that there was more horizontal space for products.

Anna Collection Page

Product Page

USP's used to reinforce the sales proposition and upselling is handled via "Complete the look" and "Related products" sections.

Anna Product Page

Blog Feed

Absolutely paramount to Anna's search efforts is creating and publishing great blog content. Merchants often underestimate the impact that this kind of content has on search performance.

Annd Blog Page

Specific Features

Given the large volume of inventory across a wide variety of brands, content hierarchy and ease of navigation was crucial to making sure all inventory was exposed to potential visitors. Filtering, a large and bespoke mega-menu and an intuitive push cart offer a positive and simple purchase experience.

  1. Anna Pushbag

    Push cart & Push menu

    A dynamic push cart offers users a leaner journey through to the checkout process.

  2. Anna Dropdown

    Dropdown menu

    Keeping the main navigation minimal and uncluttered, the drop down menu allows users to navigate the products through a variety of sales funnels.

  3. Anna Filters

    Collection filtering

    Utilising products tags to offer more custom product filters, visitors on the Anna website can filter collections with more granularity than out-of-the-box Shopify.

Mobile Approach

As with most modern lifestyle & fashion brands, a social-first marketing approach means mobile traffic often dramatically outranks desktop visits. It was important that we pay close attention to how the experience of navigating a large inventory translated across touch devices -particularly smaller devices, with dramatically less digital real estate to play with.

Technologies and providers

We used some of the more common weapons in our eCommerce arsenal to get the project over the line in a challenging time frame.

  1. Logo 0024 Shopify Logo

    Shopify is a Canadian eCommerce company and our eCommerce platform of choice. It's a sophisticated, powerful, cloud-based system that puts advanced sales tools in the hands of brands large and small.

  2. Logo 0027 Vend

    Vend is cloud-based point-of-sale and retail management software that lets retailers run their business in-store, online, and via mobile. Vend’s solution includes POS software, inventory management, eCommerce, customer loyalty, and reporting analytics.

  3. Logo 0016 Klarna

    Klarna is one of Europe’s largest banks and provides payment solutions for 60 million consumers across 100,000 merchants in 14 countries. Klarna offers direct payments, pay after delivery options and instalment plans in a smooth one-click purchase experience that lets consumers pay when and how they prefer to.

  4. Logo 0021 Shopify Reviews

    Shopify Product reviews allows you to add a customer review feature to your products. This provides a way for your customers to engage with you, as well as each other to encourage sales.

  5. Logo 0014 Transportr

    Transportr makes creating, editing, managing and monitoring Shopify redirects hassle free. It's a key tool for successful launches, relaunches and site restructures.

The By Association Only team went over and above to ensure that our project was executed in line with our desired timeline, was designed immaculately and was a perfect representation of our brand. They continue to provide support, offer helpful advice and we've already embarked on our next project with them. I couldn't recommend them highly enough.

Emma Pull - Head of Digital