Gunn & Moore
brand, strategy, digital
Prologue
Spring 2010
Gunn & Moore are one of Englands finest Bat makers, and have long been one of the most respected names in the world of Cricket. The firm expressed an interest in evolving their current site to include new methods of engaging their audience and putting their players to the forefront, and to create a more coherent, simpler browsing experience to their online catalogue. Following an audit of their current offering, Profission went back to Gunn & Moore with some markers for enhancing current performance, and some ideas on how to give the company a stronger community message.
Act 1
A new platform
Profission decided to build the new site on its Medici platform to give Gunn & Moore the option of having a commerce-ready product range. The new, completely content-managed site matches players to the products they use on the pitch to enhance brand awareness, and to cross-promote the two main areas of the site. The Company then introduced a system to manage and publish short video interviews of GM's county and top players to keep the site fresh through the season and its tournaments.
Behind the consumer-facing site is a resource for GM stockists and dealers, providing information on stock availability and access to visual and training assets to aid sales and marketing.
Epilogue
Post-launch
Since the new site went live in February 2010, the Gunn & Moore site is now serving very slightly under twice the amount of visitors, with one third of the bounce rate of the old site, and the average user is spending slightly over three times longer on the site than previously. As the cricket season warms up we expect great content and great results for both GM and their players.
