Feature-rich website for bespoke artificial greenery
Renowned globally as the UAE’s leading manufacturer and supplier of ultra-realistic artificial trees, plants and flowers. Foliages came to JUMP to create a bespoke website and accompanying marketing strategy to enhance their reputation as they branch out into new markets.
Website design informed by audience insights
From our initial dialogue, it was clear to JUMP that an in-depth understanding of the user journey would be fundamental in crafting an engaging user experience for each of Foliages’ audiences. In response to this, our design team worked to produce a range of highly detailed audience personas, representative of the audience in its entirety, that would inform the design and development of a captivating website to showcase their entire offering.
Enhancing the presence of a recognised leader
Foliages understood the importance of growing their presence, both digitally and in person. JUMP engaged in a collaborative workshop with the Foliages team in Dubai to understand their specific goals and how marketing could be utilised to address these. Following the session, our marketing team produced a highly detailed marketing strategy that focused on increasing Foliages’ presence whilst cementing them as a recognised and trusted leader in the sector.
Seamless collaboration across multiple time zones
An important element of our partnership was the seamless collaboration between teams across multiple time zones. During the project, our design, development and marketing teams were in regular contact with the Foliages team in Dubai, conducting a range of feedback sessions and interactive workshops to support the project’s progress.
An engaging and spacious design
Following extensive research into the user journey and consumer mindset, we presented our findings to Foliages; highlighting the importance of crafting an engaging, visual and interactive website that would increase engagement and nurture lead generation.
A key focus within our research and conversations with the client, we wanted to ensure that the website design placed significant emphasis on the lifestyle element of the business, leveraging high-quality product imagery whilst retaining a light, clean and spacious aesthetic. The structure of the website was created with this in mind, emphasising high-quality project and product imagery whilst maintaining a luxurious feel to reflect Foliages’ premium offering.
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The whole team from web development to marketing are incredibly helpful, friendly and professional. I couldn’t be happier with the level of service we have received.
Alex Franks, Marketing Manager
Maintaining focus on bespoke projects
Having previously partnered with internationally acclaimed clients from hospitality to aviation, creating everything from upside-down bonsai trees to trees suspended from the ceiling, it was pivotal that Foliages' bespoke service was at the forefront of the new website design.
From website hierarchy and positioning within the menu, to a landing page specifically highlighting previous projects, the new website design was strategically planned to ensure potential clients could research and enquire with ease, with significant emphasis on Foliages’ expertise within the bespoke project space.
Adding personality through illustration
Alongside this, JUMP created a suite of bespoke illustrations to enhance and soften the website design. These illustrations can be seen throughout the website: showcasing unique selling points, highlighting core offerings and enhancing credibility by signposting the range of industries that Foliages serves.
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A bespoke development solution to segment enquiries
To support the focus on bespoke projects, our design and development teams worked collaboratively to plan, design and implement a multi-stage bespoke enquiry form that would gather and segment enquiries. The form was strategically created to simplify existing processes, allowing the Foliages’ team to easily collect a range of important information whilst empowering the delivery of department-led quotes.
A feature-rich e-commerce platform
Alongside the inclusion of the bespoke enquiry form, the website needed to be rich with all of the features and functionality that you’d expect from a modern-day e-commerce website.
Features like the ability to create and manage an account, wishlists and stock notifications were all included alongside the integration of Stripe; a financial infrastructure platform that enables businesses to accept a range of payments online and in person.
Flexible payment options are something that we always recommend within any e-commerce website project; on this particular occasion, the client opted for Tabby, a buy-now-pay-later service that is particularly prevalent within the region.
Multichannel advertising strategy
To support the overarching marketing strategy, our marketing team worked to plan, develop and execute a multichannel advertising strategy across paid social and paid search to boost brand awareness and drive revenue. Included within this was a range of highly strategic campaigns targeting both warm and cold audiences, promoting both the e-commerce and bespoke service elements of the business.
Staying on top of performance
JUMP's marketing team also worked to integrate event tracking across Foliages’ website and social media channels, setting up and testing a range of conversions, tags and triggers to enable us to effectively track our performance in line with specific goals and objectives.
In doing this, we were able to strategically advertise across the whole funnel, retargeting high-intent traffic whilst also reaching cold audiences with top-of-the-funnel awareness ads to enhance and grow Foliages' presence.
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Facilitating growth through a consistent brand
To further support Foliages’ marketing efforts, a consistent brand needed to be maintained across all channels, including social media and email. Our design team created a range of bespoke email templates to be utilised across targeted nurtures and lead-generation campaigns.
Within the marketing strategy, we also recommended that Foliages should look to grow their presence across Pinterest; a platform optimised for high-quality imagery and one that is utilised by a large segment of their target audience. Our marketing team worked closely with Foliages to plan and implement a Pinterest strategy to enhance their presence amongst interior designers, architects and other potential clients.
This project was a great example of design, development and marketing working together to increase awareness, engagement and build upon the success of a strong business.