There is a rich cultural tradition of craft making in the U.K., where nearly two thirds of ecommerce purchases are expected to be on smartphones by 2020. Hobbycraft sits firmly between these trends as the leading specialist retailer of art and craft products with 90 stores. With a three million-strong Hobbycraft Club, new initiatives for helping fans share their creations online, and the U.K’s #1 craft blog, Hobbycraft wanted a mobile solution that offered the best way to engage its busy customers.
The Challenge:
Capture traffic, create app-like experience, increase key metrics
When Hobbycraft decided to build a Progressive Web App on the Mobify Digital Experience Platform, the team had three goals: capture traffic shifting to mobile devices, offer shoppers an app-like experience without requiring an app download, and increase key metrics like revenue per user. The approach has generated measurable revenue and put Hobbycraft at the forefront of retailers that are keeping up with changing shopper preferences through customer-first mobile commerce innovations.
“Our customers are project-based and motivated to get the supplies they need as fast as possible to get started on their next projects,” says Daniel Collier, Multi-Channel Development Manager at Hobbycraft. “We raised a challenge to find the best possible way to engage with our busy shoppers on-the-go, as well as deliver a best-in-retail purchasing journey.”