In Detail

The Brief

Full rebrand, relaunch and ongoing support for Shavers, the UK’s largest independent online reseller of men's branded shaving and grooming products.

Shavers is an e-commerce website launched by The Olympic Shaver Centre in 1998. Originally focusing on the sale of electric shavers and grooming products, over the years the product range expanded into dental care, health & wellbeing and home appliances.

The previous site was built on proprietary software and was non-responsive which was having a detrimental effect on mobile sales. We were originally commissioned to redesign and rebuild the site to make it future proof and scaleable, with a particular focus on mobile. As we became more involved in the project the remit expanded to include positioning, branding, content generation and digital marketing.

Shavers logo
What we did

The Solution

We kicked off the project with a research phase where we carried out in-depth analysis of the site’s sales and conducted user testing with a range of audiences. The exercises resulted in us recommending the repositioning and rebranding of shavers as THE destination site for men’s shaving and associated grooming and the removal of all female orientated, health & well being and home appliance products which have subsequently moved onto sister sites toothbrushes.co.uk and beautykit.co.uk.

Shavers Devices

Following the branding exercise the site was completely redesigned from the ground up and rebuilt using the Magento platform, incorporating a wide range of extensions and additional bespoke coding to achieve the required functionality.

We continue to work with Shavers on a retained basis to increase traffic, optimise conversions and boost sales via ongoing continuous improvement (design and build sprints) and digital marketing.

Shavers iPhone mock ups
In Numbers

The Result

Shavers successfully relaunched in October 2015 and has since been undergoing detailed split testing and iteration development to hone site performance and boost conversion rates.

A year after launch revenue is up over 15% year on year with a 200% increase in revenue and a 21.46% increase in conversion on Black Friday (compared to the previous best selling year).

139%
increase in revenue from mobile
24%
increase in mobile conversions
101%
Black Friday sales increase
Water spread
Kind words

“Abstrakt devised a solid programme that ensured we launched on time, within budget and delivered a great result. I always find Abstrakt very approachable, capable and they are always attentive to our needs and objectives. I frequently appreciate their honesty and guidance and they are never short of interesting ideas!"

Andrew Edwards - Olympic Shaver Centre