Rapid global growth in 2017 was the catalyst for Rollie’s newly designed e-commerce platform to ensure the Australian shoe brand didn’t lose sight of the most important thing – the overall customer experience.
Rollie was launched in 2012 by Australian shoe designer Vince Lebon who set out to design the perfect shoe to jet set around the world that didn’t look like athleisurewear – inspired by his flight attendant wife, Kat. A few successful years down the track, Rollies are now being sold in leading stores in 11 countries around the world including Australia, New Zealand, Korea, Japan, Hong Kong, China, Netherlands, Germany, Dubai, UK and the US.
Last year the company ramped up its US expansion, which meant rethinking elements of its online store. After six months in development, Rollie launched its new streamlined US online platform in November 2017, before rolling it out in Australia in February this year.
“One of the core objectives of our new e-commerce platform was to consolidate our brand identity and to convey our brand story authentically as it expands into new markets,” says Nishtha Mohil, Rollie’s digital and e-commerce manager. Rollie also wanted to enhance its customer shopper experience at the same time.
Keeping to its minimalistic theme, Rollie went for
a clean and simple homepage with strong campaign imagery, illustrations, animated gifs and videos to enhance the brand’s storytelling. Enhanced filtering, easier navigation, one-page checkout and a mobile optimised design were some of the other enhancements. “With over 50 percent of Rollie’s website visits being on mobile, it was a no-brainer to develop a mobile responsive design with a dedicated UI and UX tailored to the device,” says Mohil.
“The overall feedback from Rollie’s customers have been exciting with many customers noting an ease with navigation. The results for Australia have ultimately been in the numbers, observing a direct upward trend in conversion rates, especially on mobile since the launch.”
What’s next in the pipeline for Rollie? The company says its focus is also to complement its online presence through strategic retail pop-ups and in-
Rollie also have several upcoming collaborations with artists from all around the globe, according to the brands’ founder and CEO, Vince Lebon.
“The vision is to create products of wonder that connect with people to create lasting memories and this is what we always come back to with everything we do.” You can check out the new Rollie experience online at www.rollienation.com.
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