The Challenge
As ecommerce became an increasingly important revenue channel, Ena Pelly needed a digital ecosystem that could evolve with the business. The key priorities included delivering a faster, more intuitive online shopping experience, increasing conversion rates through continuous optimisation rather than one-off redesigns, creating more personalised customer journeys through lifecycle marketing and automation, improving customer retention and lifetime value with a compelling loyalty program, and establishing a framework for ongoing experimentation and data-driven decision making.
