Smyths Toys
Magico are delighted to be working with one of Ireland’s largest indigenous retailers. In the last number of years Smyth’s have expanded with store openings in Northern Ireland as well as around London’s M25.
Background
We were asked to conduct Web Usability Sessions with consumers to explore visitors user experience. Irish mothers and dads were asked to complete certain tasks and to give their first impressions of site navigation, usefulness of internal site search and overall value of services such as In-Stock Guarantee and Gift Vouchers.
Based on the findings from this initial research Magico made the following recommendations for a redesign of Smyth’s website:
- Stronger secondary navigation so that a typical user would always be aware of their navigation options.
- Stronger internal sign-posting so that a user would always know where they were within the site at any given moment.
- Magico recommended improving “user search” results by deploying specialist internal site software which would result in much richer and meaningful results.
- Publish Smyth’s Christmas Print Catalogue on the website in an interactive format or eCatalogue based on RichFX™ software solution.
UK & Northern Ireland
On July 20th Magico launched the UK version of Smyths Toys website www.smythstoys.com to coincide with their first London store opening at Chadwell Heath. All products and special offers are published now in Sterling only. This new site includes specialist internal site software from Celebros™ which gives the user much stronger search results, even down to misspellings, for example if “Barbee” is keyed in the correct “Barbie” range of products will display.
Magico worked with a specialist cartographer on local and regional maps of Smyth’s stores. Given that Smyth’s are new to the London market, it was important that prospective customers could go online and quickly check on the Store Locator the exact location of their new stores. These maps can be printed out and used to guide shoppers to their destination.
Republic of Ireland
The ROI website www.toys.ie was launched with special attention to Online Product Merchandising and Offer Promotion. In the lead up to Christmas Magico will be working closely with Smyth’s to grow the number of customers requesting In-Stock Guarantees, in other words a customer can receive a Guarantee via email that the product they are interested in is on the shelve of their local store. If is for any reason not available the customer will receive a Gift Voucher worth €10.
Magico will also be publishing an “interactive version” of Smyth’s 300 page Christmas Catalogue using the RichFX™ platform. The advantage of redeploying a print catalogue, apart from utilising a value digital asset, is that users spend longer on your site as they explore the product selection 2 pages at a time. Independent research has shown that this richer shopping experience often results in a) more items being added to cart and as a result b) higher average order values.