Dymocks omnichannel strategy

Dymocks’ brief to FIRST was to craft an omnichannel strategy encouraging customers to purchase in-store and online. It was essential that the strategy provides customer-centric experience across all channels.

Our user-centric design philosophy leveraged qualitative and quantitative consumer research to identify a prioritised list of features to rapidly increase conversion.

The research involved talking to a reflective cross-section of the bookseller’s target market, mapped against existing segmentation data from the Dymocks marketing team. Both existing and potentially high-value customers were interviewed. Through better understanding real customer behaviour, FIRST was able to generate a comprehensive list of areas for improvement in the Dymocks online experience.

The research focused not only on barriers to completing a transaction but also on what motivates people so we know how to increase the propensity to both buy online and visit a store.

Solutions

A redesign and some technical restrictions led to a number of challenges with Dymocks’ user experience and conversion rate. They were keen to drive revenue, but also to create a better user experience and drive traffic into stores.

Learnings

The research process, as well as the subsequent testing, has taught us a lot about the Dymocks value proposition and how to express this clearly to customers. FIRST still sees significant upside potential in conversion rate. By continuing to follow the process, we expect a double-digit uplift in all key conversion metrics.