Client
Screwfix
Overview
During the Black Friday period, the primary objective was to significantly increase online sales by strategically engaging the target audience across multiple online platforms. The results speak for themselves: the project achieved the highest sales week ever, saw a 24% increase in homepage visits, and experienced a 17% boost in app sales, culminating in 2 million customer orders.
Client
Screwfix
Industry
DIY Retailer
Service
UI / UX Design
Web Development
Digital Design
Duration
8 Weeks
The challenge and solutions
The campaign faced several challenges, including CMS constraints that required developing a new component to integrate the stripe within a background image container. Ensuring a seamless handover with proper documentation was crucial for smooth implementation. Usability concerns were identified through prototyping, allowing for necessary adjustments to enhance the customer journey. Testing in a staging environment helped detect potential issues and refine new components before launch. Additionally, live A/B testing during the event was essential to optimize performance and maximize user engagement.
Creative concepts
The workflow involved creating wireframes to outline the website’s structure and functionality, developing creative concepts, and refining designs based on feedback from stakeholders
Component development
The stripe was pivotal to the campaign, but CMS constraints required a new component to integrate it within a container with a background image. Once developed, the component was handed over with documentation to ensure seamless implementation.
Prototyping
Prototyping allowed for the assessment of Screwfix's Black Friday digital assets before launch. By simulating interactions and navigation, potential usability concerns were identified and addressed to enhance the customer journey.
CMS
Building the campaign in a staging environment allowed to identify potential issues and test the new components effectively.
A/B Testing
A/B testing was carried out live during the event, ensuring optimal performance and user engagement.
The Result
The Screwfix Black Friday campaign in 2024 achieved remarkable success, setting a new record for the highest sales week in the company's history. The strategic focus on a mobile-first website design, seamless app integration, and in-store browser compatibility led to a 24% increase in homepage visits and a 17% boost in app sales, resulting in 2 million customer orders. Over an intensive eight-week period, the project involved developing digital concepts, coordinating with TV, radio, and social media campaigns, and creating 2,000 assets. Key challenges, such as CMS constraints, were addressed by developing new components, and live A/B testing during the event ensured optimal performance and user engagement.
