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    eCommerce for Europe’s largest luxury pen specialist

    • Custom eCommerce platform for Europe’s largest retailer of luxury pens, fine writing instruments and gifts.
    • Fully integrated with numerous pre-existing internal systems including POS to create a fully omnichannel user experience.
    • Extensive roadmap of ongoing developments as part of a transformational digital strategy.

    What They Say

    “Working with Enigma has been a real pleasure – the team have an infectious passion, valuable in-depth knowledge and a proven track record which is exactly what we were looking for in an agency.”

    Colin McClymont, Managing Director, The Pen Shop

    The Ambition

    The Pen Shop came to us with the ambition of transforming their business into a digital first retailer. Traditionally a high street retail business, the owners of The Pen Shop wanted to develop their already strong brand identity and use it to power a truly omnichannel offering for their customers. This modern and connected approach is the only way to offer a class leading, seamless customer experience and achieve increases in sales and customer satisfaction.

    What We Did

    Working with The Pen Shop’s senior management, digital and marketing teams we stepped through a number of requirements analysis, customer profiling and user journey exercises before creating a unified digital strategy. These phases then informed the design and development phases as well as the choice of platform. Everything is focussed on the ultimate goal of transforming The Pen Shop’s digital presence into the beating heart of the business.

    Pen Shop Site Image

    Existing Site Adoption

    Like any modern retail business The Pen Shop had an ecommerce website, unfortunately their existing site was underperforming which led them to search for a new agency. To give us the time and space to create a new digital strategy and an ecommerce presence truly befitting of The Pen Shop brand we adopted their existing Magento 1 website. This involved taking over their Magento site and reviewing its setup and configuration as well as speed, security and extensions etc.

    With Magento 1 end of life support coming in June 2020 many of our clients are asking us to adopt and review their existing sites and help them prepare for the next phase of their growth.

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    Digital Strategy

    The Pen Shop’s main issue with their existing Magento based site was that it wasn’t delivering the exceptional experience that their customers are used to in Pen Shop retail stores. Part of this stemmed from the fact that the site had been created with little consultation of various stakeholders. This then led to a vanilla implementation of Magento without the detail required for such a high end luxury retailer.

    When we began working on the digital strategy it soon became clear to us that they had a very unique offering in their marketplace that wasn’t being expressed by their off-the-shelf site. We built a digital strategy and bespoke ecommerce platform that had a user centric design and delivered an exceptional user experience to fully demonstrate their USP’s.

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    Custom eCommerce Platform Development

    Wherever possible we encourage clients not to choose a platform up front, but let the project requirements drive the technology required.

    This was the approach we took with The Pen Shop. Originally they were using Magento, an excellent platform for a wide range of different eCommerce scenarios and a platform which we use successfully for many of our clients. Following the digital strategy work, it became clear that in this case, there were a number of project requirements that would benefit from a custom eCommerce platform.

    Taking this approach has enabled us to design and build an eCommerce platform, website and CMS that are specifically tailored to The Pen Shop customers and staff alike. It has allowed us to capitalise on very specific USPs such as their nib exchange service, product personalisation and refill finder. These are just a few of the unique features that make The Pen Shop the leader in their sector and require a bespoke tailored site to fully realise.

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    Limited Edition Image


    To create a truly omnichannel experience for the customer everything needs to work seamlessly, from mobile first design to multi-location fulfilment that allows online orders to be returned in-store and in-store orders to appear in customers online accounts.

    This meant integration with The Pen Shop’s ePOS provider Vend as well as multiple payment providers and their courier partner Scurri. We also integrated with Mailchimp for transactional eCommerce emails and for continued communication with existing customers.

    The Results

    This eCommerce site represents a significant milestone for The Pen Shop transforming them into a digital first business.

    The platform we’ve created has been designed to deliver against the project’s requirements of developing The Pen Shop’s brand identity, differentiating them from their competitors and growing online sales via increased customer volumes.

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    Coloured Pens Image
    Pen Shop Retail Store Image

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