Case Study - Lubiland
About Lubiland: Lubiland is a small Vancouver company that sells traditional folk arts and handmade home decorations.
Achievement: Not only did Lubiland initiate their online business but they also formed a young and dedicated e-marketing team. The new website was a milestone of Lubiland.
Background and Challenges
In 2006, Lubiland decided to expand its business beyond a physical store, with the expectation to serve people from all over the world who were interested in traditional handicraft over the internet. At that time, e-commerce was new to the Lubiland team, and the difference between the online business model and the traditional buy-and-sell model made Lubiland's team feel excited and puzzled. They were anxious to dive into this new business field but didn't know how to effectively apply their accumulated extensive experiences into the new platform.
Solution
Luque was invited to help Lubiland's ambitious e-business project. Prior to joining, Lubiland had a very basic static website that was hardly used. The website had no customer manage system, no web statistics tracking system, no Content Manage System (CMS), was difficult to update and did not have any user friendly shopping features. Luque evaluated the business requirements, available resources, and decided to build a brand new, fully functional CMS based website.
Being the only web expert at Lubiland at that time, Luque's work ranged from assessing available e-commerce CMS to writing a detailed business plan. Luque also designed the new website mockup, coded the HTML/CSS, customized the CMS, and trained Lubiland's people to manage the website. In addition, Luque worked closely with the sales manager and his team to imitate the traditional shopping experience on the online store, further optimizing the shopping cart to improve checkout completion rate, and collaborated with the VP of marketing to integrate marketing strategies into the website to enhance the customer royalty. Also, Luque taught a team of people how to setup metrics, analyze web traffic and customer behaviors, and how to plan, execute and review email campaigns and online promotions.
Achievement
After months work, the new website was finally launched. This new website included the following main features:
- Professional e-commerce CMS based website with advanced shopping features
- A CRM to record and manage customers’ activities and information
- Dynamic content and modularized website structure
- Integrated Google Analytics
Also, the website was highly optimized for search engines. For example, by typing some general terms such as "batik wall hanging" or "batik handbags", Lubiland's website appeared on the first search result page on Google.
Furthermore, a young and dedicated team of e-marketing was formed since then. According to Lubiland's 2008 report, the revenue generated from its website accounted for 62% of its total amount. The new website was a milestone of Lubiland.
Case Study Lubiland