Client

Michelin Travel Partner

Sector

B2C

Process

E-commerce Website

Key Result

Average Order Value up 55%

New e-commerce website for Michelin is the star of the show

The need

Michelin Travel Partner specialise in MICHELIN tourism products such as:

  • Tourist guides
  • Hotel and restaurant guides
  • Maps and road atlases.
  • More notably they produce the MICHELIN guide, famous for awarding restaurants, hotels and guest houses across the world with Michelin Stars.

They had 2 websites for their different customers:

  • Retail – aimed at the end user.
  • Trade – aimed at trade customers such as bookshops.

The data entry was becoming repetitive and it was decided that the 2 websites should be merged into one.

The existing websites were over 5 years old and not responsive. The user journey was in need of simplifying to get visitors to products easily.

Wireframes & Design

The client’s brief stated that their existing websites were busy and that they wanted users to have a clean and simple experience when visiting the website. The existing menu on the retail website felt overwhelming when opened up – with lots of categories to choose from.

Another key change required was to make the website responsive for all devices.

Lesniak Swann kept this in mind when creating the initial wireframes for the website. The wireframes included a simplified menu and search function. Aswell as this we designed the homepage to include category blocks to get the users straight to products.

As Michelin had recently launched new branding, the websites were due a new look and feel.

When the wireframes were converted into design we kept it clean and simple with a large homepage banner to promote popular products and new releases.

 

The Build

We chose to build the website on a CS-Cart platform. The client was already familiar with this platform and it gave us the ability to manage retail and trade customer accounts.

All retail customers are shown one standard price, however, trade customers have multiple pricing options and it was important for the client to have the ability to set these options on a customer basis.

The platform is fully responsive which was a key request from the client as their existing websites were unresponsive. Analytics told us that over 32% of users visited using a mobile or tablet device so it was important to improve their experience when visiting the website.

Integration into other platforms

Managing 2 websites as well as a central database had become time-consuming for the client and also increased the chances of mistakes with product content.

As part of the build we integrated with BooksoniX, a platform designed to be a single point of data entry and feed into other projects such as marketing materials, spreadsheets and website. We worked with Booksonix to make data entry seamless for the client, they now only have to upload content into one place including prices, descriptions and imagery. This is exported into the website cutting out the process of re-entering data multiple times.

We also built a module for the website so that the client can upload information from their stock management system, Vista. The client can easily update their stock information as and when required.

We had two websites, hosted in two different places and developed by different companies. We approached LS because they have worked with Michelin and understand the framework of our corporate rules on websites and digital presentation. We wanted to integrate both sites into one, as an ecommerce and trade site solution and to make the changes we required to bring the site up to date for use across the many platforms that are used in today’s modern environment. We also required the new site to be responsive as more and more online purchases are made from mobile platforms. The site is also able to read our database of products without having to manually enter these into the site, cutting out the repetitive manual entry of records across two websites and stock control inventory.

Chris Meeten | UK Key Account & Sales Manager | Michelin Travel Partner

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