In the midst of 2020’s covid lockdowns, the team from Birmingham Museums Shops approached us to support their ecommerce and digital marketing strategy. These iconic museums had been struggling to make the money needed to preserve their magnificent collections due to the forced closure. It was time to modernise their online shop for lovers of Birmingham, art, and culture, no matter where they were.
Through a series of collaborative workshops, we built Birmingham Museums their new brand foundations, taking the time to understand the mission and vision that drove their work and the values that run through everything they do. Alongside this, we discovered and refined their audience personas, prioritising a new, younger audience outside of the existing museum-goers.
We also collaborated on a modern and approachable visual brand and tone of voice, creating an online shop that looked and sounded like a place they’d want to spend their time and money shopping for unique gifts.
Keeping Culture Alive Online
Now that we understood who we were creating a website for - and what was most important to the story of Birmingham Museums’ online shop - we were ready to design and build a Shopify ecommerce website that ticked the business’ boxes:
We also included a few extra touches to create a customer experience that would keep visitors coming back:
With an online shop so carefully-crafted for its audience, we had to make sure people found it in their search for unique gifts and items. This meant building out a full marketing strategy and some optimisations to the museum’s search engine optimisation:
1) Marketing channel integration: We ensured the brand’s marketing channels were all cohesive with the new brand style and tone of voice.
2) Search engine optimisations: We optimised the store to rank against keywords and search phrases that would help potential customers discover everything Birmingham Museums has to offer.
3) Email Marketing Strategy: Within Klaviyo, we built out a series of automated, targeted email flows, the main one’s being
With so much waiting to be discovered within Birmingham Museums’ online shop, we can’t say we’re surprised that the new-and-improved website is already showing off impressive results.
Want us to build you a Shopify Site built for the future? Contact us, we'd love to hear from you
"It has been a fantastic experience working with Cake, they supported and guided us through a complete rethink of our ecommerce operation. We’ve been learning a great deal through the development phase and the team have been incredibly patient with our many, many questions. We’re really pleased with our new site and I would recommend Cake wholeheartedly."
Birmingham Museums
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