For almost a decade, LBi has been M&S’s ‘complete digital agency’. We have maximised their online presence through a myriad of well-executed strategies designed to help attract new customers and retain existing shoppers. We work out current strategies and future opportunities. Together, we set rigorous benchmarks and review them over time. And, LBi’s performance against these targets continues to be higher than industry ‘best’ standards.

One small step, one big website

Like many retailers in the 90s, M&S’s initial cautious approach to digital has moved on so they now see their online offer as one of the major contributors to their marketing mix. Our objectives have always been to grow revenue and sales, maximise the customer experience and make M&S a leading force in the digital arena, just as it is now in retail. Now their new Amazon platform e-commerce site holds the largest range of M&S produce available anywhere.

Socks to sofas and cheese to chess

Our media team plan and execute effective strategies to get people to the site. In 2005, our strategies increased M&S’s revenue by 10%. Yet the customer base is hugely varied. They buy everything from school uniforms to leather wastebaskets and when they don’t know what they want, it’s our job to inspire them. We attract and acquire customers through specialised campaigns, like ‘Look behind the label’ or Mother’s Day. And we keep them returning to M&S with online communications, media pushes, site auditing and more.

Looking to the future with LBi

We’re always looking to pre-empt M&S and anticipate what their customers might want or need. We’re continually conducting customer research panels to see how we’re doing or what’s next. We take part in fact-finding research trips and market briefings so we can get our business planning, executing and modelling spot on. That’s why, after 10 years, our relationship just gets better and better.

‘We consider LBi to be a core part of the Marks & Spencer e-commerce team and have valued their input and commitment.’ Peter Robinson, Executive, Head of E-commerce.

The Nike Football website has defined the digital branding experience since its first incarnation. Three-time winner of the Cannes Lion Grand Prix, it has continuously been praised through its reinventions as one of Nike’s highest traffic-generating sites.

Hitting the net instantly

To grab the attention of football’s young male demographic, we built a game directly into Microsoft’s Instant Messenger platform. The two-player game features three footballers per team on a pitch set outside the Nou Camp Stadium in Barcelona. With a simple click, players could expand their window to play a game of football. Hugely popular, it ran for three months with phenomenal success.

Ronaldinho passes on his skills online 

For the launch of Nike’s limited edition Tiempo Legend boot, we created a viral campaign that would live up to the shoe’s legendary promise. Shot on location in Barcelona, this amazing footage quickly became the most viewed clip on YouTube. As a fully integrated multichannel solution it was also shown on soccer stadiums and in retail across Europe, Asia and South America. With more than 50 million views worldwide it is one of the most efficient viral campaign of all time. The campaign won the One Show’s Gold Pencil and a Gold Lion in Cannes in 2006.

Connecting audiences

With 1,282 player contributions, 87 countries represented, and 2 hours and 42 minutes of total content, The Chain transcends geographic boundaries, demonstrating the beautiful game’s ability to simply – and effectively – connect people globally. Receiving gold recognition at the Cannes, Clio, and OneShow, EPICA, og LIAA awards and Eurobest Grand Prix, The Chain is a stellar example of user-generated content driving client communications by casting eager participants in the role of ambassador for both football and the Nike brand.

Giving rival products the boot

Nike’s most technically advanced football boot to-date – the T90 Laser – required an ambitious online campaign that seamlessly blended user-generated content with premium video features. Offering substantial content on a platform with “light” loading performance, the site held multiple features, including both The Perfect Kick – an interactive high-speed video presentation – as well as the Put It Where You Want It Tour that garnered major attention on both NikeFootball.com and YouTube.

Entering the premium segment

Audi repositioned itself in the mid-1990s when it recognized that a clear separation from Volkswagen would benefit its brand. We visually communicated Audi’s new positioning through the new corporate design program and the content and tonality of communication media. Audi and MetaDesign successfully expressed the brand values that were valid at this time. Audi were able to establish itself in the premium market.

Audi and MetaDesign are ‘taking the lead’

After successfully gaining a top position in the premium segment, Audi wants to take the lead worldwide. The carmaker began by redefining brand values in 2003 and has articulated a single brand mission with three central values: sportiness, progressiveness and sophistication. We adapted all aspects of brand identity to reflect its more focused brand identity – from internal communications and advertisements to implementation strategies at dealerships.

Following the logic of the brand

Audi has continued to analyze the positioning and potential of its brand. Like the products themselves, the Audi brand has not rested on its laurels but set itself new goals. Since 1994 we have provided support for this strategic process, working on over 1,000 individual projects. The MetaDesign project team has its finger on the pulse of the Audi brand.

Credit card customizing tool 

Through the website of the Postbank every customer can order his/her personal credit card with the design or picture of his/her choice. With this tool the user has the option to either upload his/her own picture or to pick one from a gallery of provided pictures. The tool allows the user to adjust the positioning of the picture and to add text, to make it even more special. The order process can be completed both ways, by using the PIN/TAN ordering process or through a PDF printout.

Checking and production

After the order went through, picture and text have to be approved by the picture administration. Through an interface of the application picture and text then are sent to the credit card manufacturer. The personal credit card arrives at the customer’s house within days.

Linear is one of Italy’s leading direct insurance company, with a strong phone channel. In 2004, it asked LBi Milan to carry out usability analysis on their existing website to identify any weak points in the prospect and customer experience on line.

Our analysis included an expert evaluation, an on-line questionnaire and usability testing which lead to a comprehensive report. Shortly after the analysis was presented back to Linear, LBi Milan was asked to redesign the corporate website with twin commercial goals: utilizing user centred design to increase the number of complete quote requests and marketing to improve conversion rate.

Joined-up design and build

The main goal of the redesign project was to design a new navigation path in line with the findings of our survey then integrate it with communication and CRM marketing tools. Our critical goal was to improve the number of completed quote requests made by customers. Technological development was shared with Linear’s IT team, in a cooperative integration with LBi’s usability guidelines and Ajax interface.

Don’t trust us, trust our customers

Linear has always had a strong relationship with its customers. This was used by LBi to enrich the marketing strategy with a member recruitment program (Passalinear), a customer review program (Linear Tribù) and an integrated range of tools that enable customers to manage their own insurance products. 

Linear Tribù is a unique matching program that links any user who asks for a quote with a customer with the same vehicle, age and town. Prospects can ask anything they like and customers are free to leave feedback about Linear and its products. After the first three months of the program, all feedback compiled about Linear was positive. This was the first Italian business within the insurance sector to build an online community.

“Working with LBi has been an enriching experience, in terms of know-how and competence sharing. In a new way of doing Insurance, we developed a strong and innovative idea, LINEAR TRIBU’, based on trust of consumers and company staff.”

Giovanni Chiarelli, Business & Marketing Director of Linear Assicurazioni

However, over the years, the brand has lost its appeal with the younger generation who demand more fashionable products and faster renewal of collections. To face this challenge, MultiOpticas needed to face a complete turnaround of its product development and marketing structure and to change the tone of its communication.

Giving MultiOpticas a new look

When LBi entered the pitch, MultiOpticas’ web presence was limited to a corporate website dating from the late 90s. Understanding MultiOpticas’ need for a mid-term comprehensive interactive marketing plan, LBi developed a strategic plan. This delivered a new website as the first step in the way to repositioning the brand.

Our plan includes website development, email and mobile communication actions, media planning and the building of a web-based loyalty program targeting MultiOpticas diverse consumer segments with specific marketing actions.

Virtual spectacles, real value

The development of the new website has signalled a revolution for MultiOpticas product development and marketing departments because it represents the new direction in which the company is moving. Its key feature is the online application designed by LBi to allow users to try MultiOpticas’ glasses before going to the store.

The application enables customers to upload a photograph, choose the frames and adjust them to the size and position of the photograph so they fit their face. Pictures can be saved in their computer, sent by email or printed together with a special price offer to be taken to the closest MultiOpticas shop.

With this application, LBi offers MultiOpticas the chance to close the online-offline circle, maximizing the ROI and placing the interactive channel in the very center of the company’s strategy. 

LBi and Volvo Car Corporation have worked together for more than 11 years. It started when LBi launched the new Convertible C70 at the Paris Motorshow 1996. The launch was one of the first of its kind to use the net as its main sales channel. It made launch the all New C70 10 years later, at the Paris Motorshow, even more enjoyable.

LBi Gothenburg has been involved in Volvo’s past and current global interactive presence. More than 50 countries globally have been rolled out in the new design and on the same technical platform. Brand consistency is one of the main objectives and LBi’s team of 35 work closely with Volvo Car Corporation stakeholders.

The deep business knowledge and understanding for the automotive industry results in value added projects like Car Configurator, Used Car Locator, National Sale Company sites and award winning New Car Campaigns.

Driving leads

Getting the visitor into the buying process is challenging. Every second is important. Excitement and curiosity accompanied by relevant facts are the basics. We are proud that our solutions deliver more and more prospects to dealerships. All visits to the car configurator are measured, followed up and enhanced.

Dealer Net

More than 1.700 Dealers in Europe have developed their Internet Sites with the Dealer Net application. Brand Control is obtained when using assets that are quality assured. The result is equal Dealer Sites and brand consistency. The Used Car Locator is a tool used by as many dealers. Finding “the” used car quickly and easy can make the difference between a purchase or lost sale. 
 

Presentation of the models 

Presentation of the range is one of the most important features on the web. Complexity like US and Europe specification, car comparison, deep information hot spots & technical data is our every day business. An interactive gallery where visitors can rotate the car, open the front door, view the vehicle in night vision is another part of the site where fun and engaging solutions deepens exposure to the brand.

In November 2006, LBi Brussels released a brand new consumer website for Belgacom TV. A vertical section of the corporate website, it offers in-depth information on the wide range of content available to customers of Belgacom’s digital TV offering.

LBi was involved from the outset, with a strategic roadmap developed by our strategy team, and throughout all the development phases of this key project.

Leading edge, leading results

As a key part of its global positioning, Belgacom TV needed to reach a large audience, to demonstrate the broad range of content available and explain the new functionality of digital TV versus traditional broadcast TV. For the development platform, LBi recommended utilizing the new Adobe technology Flex 2, making it one of the first high-profile sites to use that leading-edge technology. The first release was hosted and managed by LBi. It was delivered within a short timescale thanks to a close collaboration with the Belgacom teams.

There’s more on the box than just TV

Customers can find a full range of information in this one-stop-shopping TV site: movies, concerts, on-demand programs, soccer and Belgacom TV technical features. To create a link between the brand and its audience, customers can create their own TV guide using preference search functionality and create their own personalized homepage. This was the first step towards an enhanced level of interactivity. The second release enabled users to post comments and ratings about the movies available, view the Top 10 most popular movies and enjoy the benefits of their personalized TV guide. This is only the beginning. Next phases of the release will allow users to create their online wish lists and items can be ordered directly from the Web to their TV box!

The Adobe Key Account Manager stated: “This is a superb ‘flash’ site, extremely user friendly and very fast. The fact that you can personalise your interface is just great. This will be a key example to publish on the Adobe.com site.”

Three months after launch, the site achieved 200.000 unique visitors per month and now plays a significant role in the Belgacom TV’s communication strategy.

Increasing the subscribers numbers through Opt-in Newsletters, astonishing results

Secondly, Makro wanted to build up a large digital audience via bi-weekly newsletters. Registered subscribers get exclusive access to promotions and discount vouchers 2 days earlier than offline customers. Starting from scratch, we developed an Opt-in database with over 260.000 registered customers which is 158% of the initial target and represents over 40% of Makro’s regular customers base.  

State of the art e-brochure, detailed measurement & valuable Management Information

Thirdly, LBi built a consistent link with e-campaigns and newsletters by developing a visually stimulating e-brochure, based on an extremely user friendly interface and extra push techniques such as “Tell a Friend”, “Stay informed”, a virtual Shopping List…  This e-brochure created the ultimate difference with its competitors.  Thanks to the dynamic content generation, linked with the back office and desktop publishing tools, this e-brochure is the next step to evolve towards a full e-commerce portal.  Meanwhile, Makro has the possibility to measure the “success factor” of any product, two days before the products are even available in store.

Makro’s Suppliers Portal, vital bi-directional communication for business developments 

This intranet based suppliers portal enables Makro to very efficiently communicate on a daily basis with all the different stakeholders at the supplier’s side. Several thousands of stakeholders are notified by email and individual “portal to-do-lists” about changes, progress and status of 12 different domains (such as e.g. EDI, Barcodes, CRM, contracts …).  Makro ensures itself that all the final stakeholders have a 24/24 access to the most up to date information available. In return, Makro keeps at all times an overview about the specific status of a particular domain from an individual supplier.  Thanks to this portal solution, both parties can continuously collaborate on the different technical challenges e-business requires nowadays.

The Makro Key Account Manager stated:

“This is a superb tool, which enables us to counter the many technical challenges and changes we will encounter for the coming years. The fact that this portal almost runs itself without any administration overhead while we stay 24/24 in very close contact with the different stakeholders at the suppliers’ side gave us, on top of  a very impressive ROI, the absolute confidence that we can very swiftly move ahead with our ongoing state-of-the art e-business projects.”  

Looking to the future with LBi

Today Makro Cash & Carry Belgium clearly over achieved its goals with over 1.500.000 visitors per month, a growing customer database of 260.000 opt-ins and bi-weekly newsletters, while their online presence plays a more and more very significant role in Makro’s marketing strategy.  That’s why, after 4 years, our relationship just gets better and better and becomes more and more strategic.

Creating an online experience as exciting as actually buying a car

Renault Nordic gave LBi the task of delivering a new Nordic Web site with the ambition of creating a common platform in which the four Nordic markets could communicate. The aim of Renault’s Web site was to have updated and relevant information about Renault’s vehicle range and services, create excitement and expectation about the Renault trademark, and give the user an experience that was as close to buying a car as possible.

LBi developed a creative concept for the digital platform that was based on Renault Nordic’s communicative marketing strategy. Renault’s innovative design and their leading position in safety and environment were to be reflected in the new Web site. Renault’s Web site is not so much a traditional informational Web site; it focuses more on communicating the right feeling for the vehicles and the Renault trademark, and makes the visitor’s experience more interesting, without forgoing clear and relevant information. An effective channel was created for Renault’s customers by combining this with a well-planned flow for the different target groups. All the Renault business processes are supported, e.g. new and used car sales and offers for financing, insurance and service.

Choosing the right technology keeps the passion alive

The challenge was to find and create a technical platform that could realize a concept built on visuals and interactivity. Target group analysis showed that large, clear images of the vehicles were important to be able to get a good feel for the different models available. It is possible to view the vehicles in different colors, from different angles, and to compare the models.

Web site visitors can find a dealer from a clickable map or drop-down list, or choose to search for used cars in a searchable database.

In order to highlight Renault’s profile within Safety & Environment, this section of the Web site was designed with a more interactive brochure concept, making it possible to integrate film and visual effects on these Web pages. Even the often unexciting section “About Us” was visually lifted with what we call “Renault Passion”, dedicated to the core values that the Renault trademark represents.

Clarity for the online shopper means better results for Renault

Renault Nordic strengthens its trademark and clarifies its business benefits by visually demonstrating the vehicle range and supporting different business processes on the Web site. The site also increases Web traffic to Renault dealers.