challenge
To balance content richness and efficient optimization
One of the fundamental challenges in ecommerce is the impossibility of remotely trying on and translating the physical ‘feel’ of products - in our case, premium watches with next-gen movements. The question was how to compensate for this impossibility, how to convey the client's reputation as "the best value mechanical watch the world has ever known" through the content of the landing and product pages.
Plus, a technical challenge: how to deploy rich-content pages without slowing down the webstore, which can lead to user disappointment and losses in revenue.
To maintain consistent branding
One of our primary responsibilities was to ensure that all the web content we produced and integrated, including content modules such as featured collections, brand storytelling, and lifestyle imagery, aligned with our client's overall visual identity, tone, and, to top it all, with Christopher Ward's state-of-the-art, haute horlogerie production.
Solution
To uphold the client's exacting standards, Grinteq assigned two of our most experienced Commerce Cloud front-end developers to the project. We also established an effective communication process to ensure transparency and adaptability. Our team worked closely with Christopher Ward's design team to collect requirements, review them, provide an estimate, and ensure that all publications were on time and met all the requirements before going live.
Landing Pages
We successfully delivered up to a dozen new watch landing pages - including award-winning Bel Canto ‘masterpiece’ model - in a very short time frame. The typical scope of work involved developing 1-3 pages per month, with our team committing approximately 100-120 hours monthly to the project.
Grinteq artfully blended high-res visuals, testimonials, featured collections, brand narratives, and lifestyle imagery - all seamlessly aligned with the client's overarching visual identity, and tone. To add depth and dimension, guaranteeing the Christopher Ward timepieces stood out as they deserved, we implemented:
Visual Effects
- Parallax effect
- Full-width video backgrounds
- Animated text overlays
- Animated transitions
Layout Designs
- Slideshows/carousel
- Responsive grid layouts
- Card-based layouts
- Gradient backgrounds
Templates
To accelerate the development process and ensure a solid foundation, we leveraged the Salesforce Reference Architecture (SFRA) capabilities and created templates for the components that needed to be implemented on every landing page. This allowed us to deliver each page quickly while maintaining a consistent level of quality.
Content assets
In addition to deploying landing pages for new watch models, we also delivered dozens of branded content assets for our client’s watch webstore, as requested.
SFCC Personalization
One of Christopher Ward’s hallmarks is creating bespoke watches for collectives, and corporations. We leveraged the personalization capabilities of Salesforce B2C Commerce to make this aspect of the brand - eschewing the one-size-fits-all approach of mass market - more vivid and provide a personalized shopping experience for their audience.
Furthermore, we double-checked that all third-party integrations were seamless, while maintaining intuitive and clear navigation, and keeping the loading time fast to make certain the webstore wouldn’t lose a single visitor due to a poor UX.
Impact
Grinteq and Christopher Ward proved to be a well-matched partnership due to our shared commitment to transparency, authenticity, and quality. Our team’s flexible time-and-material commitment model, combined with a clear cost cap, ensured a hassle-free collaboration.
According to recent stats, Christopher Ward's sales have grown by 80% in the past year and are on track to reach $60 million USD by the end of Q1 2025, which is their best result to date.
