Long responsible for the brand’s successful offline consumer and trade creative, we were ideally placed to provide ideas on how we could make the Internet work for Van Dal shoes.
Both we and the client recognised that Van Dal’s traditional and historic brand was not immediately in tune with cutting-edge consumer technology and embracing the internet as part of its marketing strategy.
Previous online presence was low-key and there was little understanding of how the target customer group would react to buying online and respond to digital marketing.
A trial e-commerce platform was rolled out to support the Van Dal Factory Shoe Shop and gauge customer reaction and feedback to buying online. After a successful trial, the team developed a new consumer-facing e-commerce store for the main brand site.
Developed to adopt seasonal campaign ‘skins’, the new site closely integrated with our offline marketing and brand strategy to both trade and consumer markets. Reflecting the look and feel of the agency-designed brochures through spring, summer, autumn and winter, the website was designed using the same photography and style. Shoots were art directed to illustrate each season’s creative style.
Further developments ensured our own bespoke content management system – oneCMS – communicates daily with Van Dal Shoes’ own internal stock management systems. All managed on a daily basis by OneAgency technical department.back to projects