How WIRO Enhanced Avery Row’s Brand Engagement

Avery Row is a British brand with Scandinavian twist, specialising in organic, natural textiles and accessories for little ones and parents. Known for its sustainable products for babies and toddlers, Avery Row joined WIRO on retainer from April 2024 to optimise its online store for enhanced user experience (UX) and sales performance.

Avery Row faced several challenges where WIRO identified key areas for improvement in Avery Row’s customer experience :

• Homepage Banners: The home page had large banners that lacked engagement and visual appeal. WIRO redesigned the home page banners that resulted in improving the user engagements.

• Filters & Navigation: The website had minimal options of filters and navigation, that limited the product discovery.  The only filter that was there is the best sellers being in stock out. WIRO introduced robust filtering and navigation features that enhanced product discovery and improved the overall shopping experience.

• Brand Identity: The website lacked a strong focus on showcasing brand identity and social proof. WIRO integrated dedicated sections for customer reviews and user-generated content that strengthened the brand's appeal and credibility.

• Holiday personalisation: During last year 2024 Christmas, we launched a cool monogramming piece to add a touch of personalisation to their holiday collection. The goal was to allow customers to personalise items like stockings and gift sacks with their name in their choice of font and embroidery colour, creating unique gifts that make the holidays even more special. Our team developed a user-friendly monogramming feature that simplified the personalisation process for customers, that engaged more customers with personalised products.

WIRO adopted a structured methodology, starting with a comprehensive audit and collaborating closely with the client. Key elements included:

1. Initial Audit and Strategy Formation:
   We conducted a detailed audit, identifying areas for improvement, such as the big homepage banner, product detail pages (PDPs), and navigation filters. We also performed competitor research against Kidly, whose UX is excellent, and Aden + Anais, whose filter design stands out, noting features that could inspire Avery Row's design evolution.
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2. UI/UX Updates:
   First, we refreshed the home page hero and countdown timer. For the countdown timer, we explored different colour options and decided to incorporate a sort of pinky colour, which the team preferred. We’ve also integrated this colour into a few other areas across the site to create a more cohesive look.
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3. Improved Navigation and Filtering:
   We focused on enhancing navigation structure with filters for product types, prints, and categories putting forward the best selling products. We optimised product discovery through clearly defined collections and engaging PLP callouts.
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4. PDP Enhancements:
   We revamped PDPs for better readability an bundled complementary products to encourage upselling.

Significant progress was made in the following areas:

• Increased Engagement: Enhanced homepage elements and filters improved user interaction.

• Better User Experience: Updated PDPs and navigation tools made shopping more intuitive.

• Highlighting Brand Trust: Social proof and endorsements received greater visibility.