The team from Birmingham Museums shops approached us to support with their ecommerce and digital marketing strategy, including:
Through a series of collaborative workshops, we built their 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, keeping in mind that they also wanted to reach a new, younger audience outside of the existing museum-goers. This included mapping out the optimised customer journey these people would take through the online shop.
We also collaborated on a modernised, 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.
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 fully design and build a Shopify ecommerce website that ticked all the boxes:
Plus, a few extra touches for a customer experience that’ll keep them coming back:
Art Post: We made it easier to purchase Birmingham Museums’ Art Post, allowing people to send cute, hand-written cards to people they’ve been missing during the pandemic – each one featuring its own little masterpiece.
Take a piece of the collection home: We simplified the journey to choose and customise pieces of artwork in collaboration with King & McGraw. People simply select their art style (canvas or print), frame, and even size, personalising memorable pieces from the collection for their own home.
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 included:
1-year marketing plan: Letting Birmingham’s past inspire us one year into the future with marketing strategies and tactics that keep new and existing customers coming to the online shop for one-of-a-kind gift ideas
Once we’d convinced people to make a purchase, we created a CRM strategy within Klaviyo revolving around a series of automated, targeted customer emails, such as:
With so much treasure 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.
It has been a fantastic experience working with Cake, they supported and guided us through a complete rethink of our e-commerce 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.
Every great relationship starts with a conversation. We’d love to talk with you about your next project and answer any questions you might have about Shopify. But be warned… once we get talking about this stuff, it’s hard to shut us up!
