Digitising luxury

Client: Cloud NineCategory: WebLocation: UK

Context

Research indicated that while Cloud Nine possessed superior technology to competitors like GHD and Dyson, their messaging and existing D2C site failed to reflect this premium positioning. Saddled with plugins and brand inconsistencies, the brand needed to elevate its story to justify higher price points and migrate to Shopify 2.0 for improved performance and scalability.

Connection

IMA’s strategy was built on "premiumisation and performance," designing primarily for the 97% of the audience using mobile devices. The solution aimed to solve business problems by putting users at the heart of the decision-making process, ensuring the brand was set up for future success in a premium market and ready for global rollout.

Creative

To deliver a premium experience, the campaign featured beautiful, photo-realistic 3D product renders and immersive, user-controlled landing pages. The new design decluttered the user journey, making it easier to explore products. Technically, the switch to Shopify 2.0 and its 'Customiser' feature reduced reliance on developers and improved SEO visibility.

Impact

62% Session increase
67% Page view increase
69% Adding to cart increase
55% Reaching checkout increase

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