Case Study
Industrial Strength were engaged by Tommee Tippee to design and build a multi-territory web presence capable of promoting their brand and selling product internationally.
The Brief
Tommee Tippee are a recognised super brand catering to the baby care market. They required a web presence that matched their premier status in the industry. We were tasked with developing a CMS capable of generating websites for the numerous territories with a language and currency engine in built. Tommee Tippee aimed to vastly increase their online turnover so the site had to drive sales and of course had to be e-commerce.
The outcome
We designed the US presence first to meet the demands of a product launch then went on to build a powerful CMS capable of generating websites with different language and currency. The UK site was large and very dynamic the pages were integrated with numerous template designs which could be included or extrated simply via the CMS interface.
The site needed to carry a lot of product but still needed to communicate the brand and community sensibilities of Tommee Tippee to it's customer base. The site was subdivided into categories of product, each category required brand identification for the area of the site you were in which needed to continue through to the purchasing pages. The effect is to soften the experience with familiar baby care messages and life style photography.
One of the first things you learn when dealing with baby care products is how time sensitive all the product ranges are. A cup for a new born baby is a very different proposition to that of a toddler. The site needed to reflect this to help introduce customers to the products in a personalised way. All parents are on a timeline we realised, where babies and young children are concerned each week is a significant milestone.
We developed a flash header that could be expanded from a collapsed position to present products accross 30 months of babies life. Each month had a specific set of products associated with it and thus a parent could find age appropriate products just by clicking on a number, no study or reading up required. The versatility of the flash element also allowed us to add additional brand identification on each page of the site.
Product pages had to be brand robust, so styles for the different internal brands were applied to the same product pages in the CMS. They presented product information, video and colour pickers to narrow choice to specific products in the range.
Tommee Tippee has a full shopping cart system, each territories price and currency is set in the CMS and is therefore seamlessly integrated for the customer.
The site is punctuated with strong lifestyle imagery. Each brand deals with a different age range and has it's own set of images that help represent that to the parents.
An example of the multilingual nature of this e-commerce site; a page from Tommee Tippee France.
Conclusion
This was a challenging project filled with complex technical issues and delicate brand treatments. The powerful CMS we developed is still rolling out Tommee Tippee sites for the international market and the site is working towards establishing itself as a great e-commerce engine.
