Achieving effortless cool is only truly effortless when you have the likes of TONI&GUY to help you. But where does a brand renowned for its style turn when it’s time to give its a website a makeover? For TONI&GUY Opticians, the answer was a media company already renowned for its vision.
TONI&GUY Opticians wanted to extend its success on the high street with a striking online shopping experience. Yet bringing its full range of sunglasses, designer frames and prescription products to customers everywhere was only part of the goal. The website also had to look and feel an integral part of the TONI&GUY Opticians brand. A simple, accurate customer purchasing process was essential, as was an easy to use management system that would allow TONI&GUY to quickly and easily control changes to website content.
We began with an Interspire ecommerce website, modified to handle prescriptions. The creation of a relational database of over 200,000 product combinations would give TONI&GUY the opportunity to do more with their data in ways that would make shopping online easier and more intuitive. An Interspire integrated email marketing system would allow the capture of useful customer data. Guides to buying eyewear, written by Sasha Mascolo-Tarbuck, daughter of Toni and Guy founder Toni Mascolo, would provide a unique point of difference and brand enforcement.
The new site design has seen a significant increase in online sales, with orders placed by clients all over the world. The finished website enables customers to browse and buy the latest in fashion eyewear online in an environment that captures the feel and heart of the brand. The integration of the Interspire email marketing system has allowed a growing database of customers to subscribe to the organisation’s newsletter. This has given TONI&GUY greater understanding of, and engagement with, its audience.
System Used: Expression Engine, Interspire Shopping Cart
Third Party Integrations: Sage Pay, PayPal
Technologies Used: XHTML, PHP, CSS, Jquery, Flash
Services Used: Web Design and Development, Online Commerce, Content Development
Company Name: TONI&GUY Opticians
Year Established: 2003
Interesting Fact: The TONI&GUY Charitable Foundation is the official charity of the internationally renowned hairdressing company TONI&GUY, essensuals and TONI&GUY Opticians.