Category A06. Retail
Idea Creation SUPERREAL Hamburg, GERMANY
Name Company Position
superReal (part of Dept) superReal (part of Dept) Digital Agency


The online shop as a central touchpoint in Marc O' Polo's customer journey: In the rapidly expanding and innovation-driven e-commerce market, the Marc O' Polo Brand Shop with more than 6.5 million visitors is the most important touchpoint in the customer journey. The requirements are correspondingly high: the largest product selection, informative content such as fit guides, sizes and material descriptions and a stimulating design that inspires customers as well as potential customers and enables them to immerse themselves in the brand world.

Describe the strategy

In a two-month design direction phase, the agency and MARC O' POLO jointly developed a new online CI as well as a comprehensive relaunch strategy. The goal: a redesign meeting the brand's requirements and representing Marc O' Polo as a leading premium casual lifestyle brand down to the last detail. In addition: to create an optimised user experience in order to ensure that the purchase runs smoothly and uncomplicatedly, regardless of the end device. This should also increase the conversion rate of existing customers ("friends" & loyalty program members) and attract new customers.

Describe the execution

Individual approach, customer centricity and mobile first: Based on their buying and interaction behaviour, relevant content, products and services are displayed to the customers. First, new customers are emotionally addressed through high-quality brand content and are simultaneously made familiar with the product ranges. Among other things, we have developed individual theme and content modules for this purpose. The smart and streamlined design makes it possible to find one's way around the site immediately on the first visit. We attached great importance to the site's optimisation for mobile devices. The quick buy solution completes the mobile shopping experience.

List the results

Shopping experience at its best: a modern online shop with a unique premium look and feel which is based on technical improvements and, above all, mobile optimisation. In addition to the product focus, the new online shop is more customer-centric and separates, for example, the main navigation between the women's and men's sections. A shopping experience representing the MARC O' POLO brand and inspiring its customers time and again.