E-commerce music store

How we helped a specialist music retailer improve online branding, total cost of ownership and their customer's online experience.

Client Brief

Integrity Music Europe were looking for a web design company to help reposition its brand online and develop an improved e-commerce experience.

Integrity Music aimed to create a value-led CD browsing and buying experience through a more modern, community-orientated web site. The goal was to attract new customers and build customer loyalty, in preference to being used as a 'last resort' for cut-price deals.

A key objective was to have three separately branded, but integrated stores. The idea was to target specific music genres and audience segments, while maintaining the consistency of the Integrity Music brand.

Integrity Music also needed a web site management system that allows allowed them to constantly manage the catalogue, promotions and other content cost-effectively.

TBS Solution

The TBS web design team worked closely with Integrity Music's internal designer. In this way we were able to bring web design best practices to the original brand design work.

Integrity Music were impressed with the improvements we achieved in consistency of user experience and brand continuity across the three sites.

TBS web development teams designed and built a highly customised content management system (CMS) based on Open Source technologies.

This gave Integrity Music a secure, stable and scalable e-commerce solution with the differentiated web site features and applications they wanted.

For instance, the unique '3-stores-one-basket' e-commerce concept means users can mix-and-match price deals across the different genre stores.

TBS built an easy interface for the client to add rich media into artist profiles. This goes a long way to creating the more intuitive, interactive and community-based experience they were looking for.

We also introduced new functions to users cross-selling and up-selling promotions, based on related music genres, artists or previous purchases. And of course we ensured smooth migration of current live promotions into the new system when the new sites went live.

Measures of success

The visual design exercise was a great example of a web design agency working collaboratively with the client. Integrity were impressed with the quality, value-add and cost-effectiveness of the result.

Integrity Music are also very satisfied that they can now keep all three sites up to date. All changes are easily administered through extensive automation in the back-end CMS.

Since going live, there are good indications of customer approval for the design - and brand preference for Integrity Music online in their market sector.

We are also seeing significant improvements in search-engine rankings as a result of an ongoing SEO programme, with Integrity Music frequently getting 'top-page' results.