Overview

Founded in 1999 by William Asprey, William & Son has become a British destination when customers are in search of something special, surprising and eclectic. The small family-business has gained a loyal and international clientele in the short time it has been open. Customers come to buy everything from shotguns and jewellery to glassware and handbags. They are all drawn by their appreciation of beauty, quality, service and craftsmanship.

Challenge

With a website re-design and an upcoming new flagship store in development William & Son were facing some important changes to their business. Michaela Christine Wolf was tasked with helping William & Son to better understand who their customers were and how they shop to help guide the brand’s website and store design.

Solution

Michaela Christine Wolf conducted one-on-one customer interviews with the company's e-commerce and store customers to gain a deeper understanding of who shopped with the brand, why they chose William & Son over competing brands and how they shopped across the brand’s multiple sales channels. The customer interview results were used to create a brand strategy and holistic marketing strategy to guide the website’s design, its user journey as well as the company's PR, advertising and CRM activities.