In 1887, Frank Smythson opened the doors to his first store on London’s New Bond Street, creating bags, accessories, and stationery renowned from the very beginning for their exquisite craftsmanship. Fast forward to 2025, Smythson is the proud holder of two Royal Warrants, and The Commerce Team Global is privileged to support their e-commerce journey.

Brief

To replicate the exclusivity of their high-end boutiques in an online setting, serving clients such as high-profile celebrities and international royalty, Smythson turned to a multi-cloud solution with Salesforce. The goal was to unify their data and deliver a personalised shopping experience, offering the same exceptional service that customers enjoy in their physical stores.

Challenges

• Low conversion rates
• Slow site development and go-to-market capabilities
• Product Detail Page (PDP) and Product Listing Page (PLP) designs didn’t reflect the luxury brand experience
• Lack of web documentation, which delayed internal processes and hindered customer support
• Limited payment options at checkout

Our Solution

The Commerce Team Global worked closely with Smythson to understand their target persona and shopping behaviour online and responded providing the right technology to serve Smythson’s goals.

• Delivered a Salesforce Commerce Cloud implementation integrated with Salesforce OMS, Service Cloud, Customer Service and MuleSoft.
• Integrated GA4 to track engagement, improved SEO for better discoverability, and integrated automations to personalise shopping experience
• Redesigned PDP, PLP, CTA and enabled the team utilise Page Designer
• Created bespoke product categories and lading pages, such as Wedding and Custom Stationery.

Result

Smythson utilise a Salesforce Multi-Cloud solution (Salesforce Commerce Cloud, Salesforce Order Management, Salesforce Service Cloud and Mulesoft) to centralise their data and personalise their customer experience. With an improved page design, they enhanced their customer journey and improved conversion rates.