Bed Bath & Beyond in New Zealand is the country's largest specialist retailer of linen and manchester products, with a strong focus on quality, range, affordability, and customer service.

The business has over 60 physical stores around the country, and the product mix is a wide variety of bed, bath, and home decor items.

This retailer commits to providing the biggest range at competitive prices.

When the CEO approached Greg Randall, the business was desperately trying to find ways to drive more revenue from its eCommerce channel, but nothing was working.

Two of Greg's services launched into action to solve the Krispy Kreme pain points:

1. eCommerce Conversion Rate Optimisation
2. User Experience (UX) Design

Greg met with the CEO to understand the business-wide strategy. The emphasis of this conversation was to drive omnichannel experiences to new standards and have click and collect become a primary driver.

Once Greg had the strategic context, he launched into his conversion rate optimisation process.

Step 1: Deep analysis of behavioural data:

Due to the known issue with mobile device rendering of content, extra effort was applied to analysing data for mobile journeys.

Because a primary pain point was click and collect, and the business strategy demands improved omnichannel experiences, several Store Managers were interviewed to discuss their in-store click and collect experiences and what customers like and dislike about this service.

Analysis also confirmed the majority of emails coming into the business were people asking for an update on their order.

Step 2: Documenting Issues and Recommendations:

Greg created a document defining all the high-impact changes that are needed for the eCommerce channel to improve its revenue performance dramatically.

This document only focused on the high-impact changes needed.

That was the brief from the CEO who approved the scope of work needed to bring these high-impact changes to life.

Step 3: UX Design Planning:

Greg embarked on the creation of a precise mix of wireframes and commentary, which defined the structure and mechanics of all page layouts for the following...

Mobile and Desktop checkout journeys.

Special care was taken to improve the click-and-collect experience in the checkout.

Product detail pages were enhanced to promote the click-and-collect offering.

A high volume of eCommerce best practices was also woven into the wireframes to bolster the impact of the new changes.

Step 4: Collaborating with the eCommerce Agency:

Greg worked closely with the eCommerce Agency, ensuring they followed the wireframes exactly.

Once all changes went live, Bed Bath & Beyond saw an immediate lift in site performance.