Deloitte worked with Ireland’s premier retailer, Brown Thomas, which gave ample latitude to showcase our capabilities. It resulted in the Brown Thomas app being awarded “Best App” for 2024 at the Spider Awards.
“We worked with Brown Thomas to re-design and re-develop their apps to elevate their digital shopping experience to match the luxury and ease of their instore experience,” explains John O’Connor, from Deloitte Digital.
“The project was a wonderful opportunity to lean on the immense breadth and depth of expertise at Deloitte. It also drew on the expertise of a number of our business units including advertising (ACNE), design, strategy, and product & development.”
“Working closely with Brown Thomas, we defined a clear set of objectives that would keep Deloitte and our client aligned throughout the project. These included a complete re-platform, re-design and re-architecture to create a robust digital ecosystem for their platforms, and to deliver an engaging new shopping experience.”
O’Connor added that, “the new app also brought a major organisational and logistical transformation in terms of stock management and replenishment.”
“While winning ‘Best App’ in the Irish Spider Awards was a fantastic achievement for Brown Thomas and Deloitte, the ultimate judge is the consumer,” points out O’Connor.
“We looked to create a level of everyday innovation and functionality that would dovetail to create a best-in-class consumer experience. The result is enhanced commerce support and editorial features all delivered in a single app.”
“Now online shoppers receive better recommendations based on what they have previously bought. They’ll also have a Shop-the-Look option, a simplified checkout with more than six delivery and payment options, as well as the choice of personalised gift-wrapping.”
In the first two months of the new Brown Thomas app:
- Revenue demand was up by 58%
- Order volume was up by 56%
- Of all digital sales 36% were from the app
- New downloads were up by 66%
The results above exceeded the KPI expectations of Brown Thomas, and are built on the successful delivery of Adobe’s AEM. This single content management system underpins our framework, providing scope and scale for continued future growth – and hopefully even further success within the awards arena to sit beside our Irish Spiders Awards!
