TB Mitchell

Designer watch & jewellery specialist gets digital refresh.

TB Mitchell is a family-run jeweller located in Perth, Scotland. For nearly a century, the business has showcased a commitment to craftmanship, tradition and excellence, offering customers a curated collection of designer watches and branded and fine jewellery pieces. Emrise supported the jeweller with updating its digital presence, with a refreshed website design and migration to Shopify, and seamless ecommerce integrations.

The challenge

TB Mitchell came to Emrise with a fully bespoke PHP website, and a disjointed in-store and ecommerce operation. While steps had been taken to digitise the business to cater to customers who had greater online expectations, there were challenges with efficiency and the team’s autonomy. This was due to the lack of integration between online and in-store systems, and a bespoke platform that was difficult to manage and customise in order to respond to changing needs.

There was an opportunity for TB Mitchell to grow its online sales volume and increase competitiveness in the market.

Our strategy

First things first, we advised TB Mitchell to migrate the website to Shopify. Shopify provides a great solution for retailers, with a number of out-of-the-box functionalities, tailored to ecommerce needs. We strongly believed that this would be a valuable move for TB Mitchell as it would give the team more autonomy with the ability to perform everyday tasks more easily and without the need for regular developer or technical support. The intuitive platform also enables TB Mitchell to become more flexible and able to respond to customer demands or market changes quicker.

As a result, TB Mitchell would be able to increase its competitiveness. But our work didn’t stop there. Moving to Shopify gave us the opportunity to address any website design concerns, and improve the usability and conversion potential of the website through UX and UI consideration.

With the new online store covered, we also wanted to support the jeweller with making its processes more seamless and efficient. For this, we looked at developing the integration between the business’ Clarity & Success stock management system and the Shopify website, ensuring online and in-store updates were automatically synced to minimise the administrative burden on the in-house team.

Strategy implementation

These are the actions we carried out to support TB Mitchell:

Redesigned the website, ensuring key user experience and conversion rate optimisation factors were considered to improve the experience and success of the new website.
Migrated the website to Shopify to benefit from the platform’s native ecommerce functionality and intuitive out-of-the-box functionalities, such as product management, collection creation, central theme editing, payment acceptance and order reporting, among others.
Cleaned and seamlessly transferred products from the old website to Shopify, utilising meta fields to populate product specifications and model variation options for certain watches.
Improved key ecommerce functionalities, such as search and filtering, through the use of approved Shopify apps.
Integrated the Shopify website with Clarity & Success, which the jeweller uses to manage stock in-store. The integration keeps stock quantity on the website up to date, to avoid over-selling products across multiple channels.

Automated the product creation process, so once new products are added to the Clarity & Success system in-store, they are automatically pushed to the website, too.
Performed an effective SEO migration, that handled redirects from the old website to the new Shopify store.
Set up a robust ecommerce tracking system and cookie compliance using GA4, Google Tag Manager and Google Search Console.
Integrated the Shopify website with Klaviyo to begin collecting customer data to build a strong, long-term marketing strategy.
Implemented a PPC strategy after the website launch to drive traffic and online conversions now that there is a robust online foundation.