Tu is Sainsbury’s supermarket’s clothing brand. The brand sells women’s, men’s and children’s clothes designed by the likes of television presenter Gok Wan. It is the 7th largest clothing retailer in the UK by volume and is the fastest growing part of Sainsbury’s operations.
About The Project
Running up to and during the summer months and holiday period ‘Holiday Shop’ is one of the key shopping categories for any clothing brand. With this is in mind we listened to focus group feedback and created user stories to define a brief for the content. The outcome was to give customers more inspirational and informative content to help buying decisions along with user-friendly journeys to increase click through and conversion rates.
Working with the rest of the content team, a copywriter, traders, merchandisers and various stake holders as designer on the project the solution was to create three landing pages across women’s, men’s and children’s categories which customers were funnelled to from content on the homepage and category pages.
The pages were interlinked to help the user journey and took on a more editorial feel than the rest of the site. This allowed for bigger, bolder images giving a more inspirational and informative look and feel whilst promoting items the trading and merchandising teams were keen to highlight to customers and in turn help their buying decisions. The overall outcome gave vastly improved click through and conversion rates.
Designed whilst working in-house for Sainsbury’s