How we did it
Interactive Product Pages: A key part of the initial design proposal was to create more enriching product pages to bring their games to life. Through the custom elements available on the Shopify platform, product pages featured an in-depth look at each game including striking visuals taken from concept art and detailed closeups of the character models to tell the backstory of the game. Interactive carousels allow customers to click or tap on various elements on the page for more detailed information.
Global Storefronts: One of the many benefits of Shopify Plus for global eCommerce brands is the ability to manage and maintain their different regional stores under one storefront at no additional cost. Integrated into the build was the functionality to allow customers to seamlessly switch between the UK, USA, and EU storefronts through Expansion stores, which offer local shipping options and currency to provide a localised content experience. This allowed us to immediately launch Paid Search activity in both the US and UK and direct customers to landing pages relevant to their geographical location.
Paid Search: Upon launch of the new immersive website, we introduced paid search to drive additional traffic and increase direct B2C sales in the lead up to Black Friday weekend. Bespoke search ads were created for each board game IP to capture the unique settings and play styles which resonate with the target audience.
Google Shopping: Shopping campaigns were also set up and structured by IP, and split out by core game experiences, expansion packs and additional game accessories. This ensured the correct level of products were being shown against the most relevant search queries.