Consumer & Retail
Blundstone
Digital channel strategy, ecommerce specifications and in-house customer journey training
About the client
Blundstone is an iconic Tasmanian boot brand with a growing global presence, particularly in the US market. With both work & safety and lifestyle segments to manage, they needed a digital strategy that could hold the brand together across markets – and a team capable of delivering it.
The challenge
Growing rapidly in the US market, Blundstone needed a cohesive digital channel strategy to manage the brand locally and internationally across both work & safety and lifestyle segments. They also recognised the need to upskill their internal staff in consumer-centric design so teams could better manage content delivery to markets going forward.
Our approach
Zuni and Blundstone ran the project as a consumer-centric co-design process. A series of in-house workshops – across both Australian and US teams – defined the different customer types and mapped the journeys they take to identify needs and select products. The journeys were channel-neutral, focusing on consumer behaviours and decisions rather than Blundstone's owned channels.
From these journeys, Zuni developed content and messaging requirements across all relevant digital channels – forming the backbone of a digital strategy where all channels work together across the consumer journey.
For the US ecommerce site, Zuni conducted extensive UX research into how comparable brand sites handle product content, brand storytelling, and shopping cart functionality. The best-in-class components, overlaid with Blundstone's brand attributes, informed full website requirements and specifications including information architecture and wireframes.
Zuni also delivered formal onsite training to bring staff up to speed with consumer-centric design principles and customer journey mapping skills.
The outcome
Blundstone used the digital channel strategy and website requirements to run a supplier tender for new Australian and US market sites. Adobe – the selected implementation partner – described the RFP process as one of the best they had dealt with, due in no small part to the documentation Zuni created.
Services involved