During the latter months of 2007, as turnover and profitability were climbing, a new website was being developed, on a tried and tested platform, already used by several successful retailers, that was completely flexible and scaleable. This was a huge leap of faith, as we had been on the previous platform for a few years. The look and feel of the site was completely overhauled and improved. Launch day was a very anxious time, but went surprisingly smoothly. Within a few days all of the staff had got their heads around the new system. We polled customers by email and telephone for their feedback, and the response was almost 100% positive. Phew!
Importantly, we planned and implemented a strategy that would retain and enhance our SEO, that worked fantastically well. The search engines were fans of our new creation. Our skills with SEO were always a huge strength with which we beat the competition. Searches for brands such as Armani Jeans, Evisu, G Star, Diesel Jeans and Lacoste would usually return a page 1 result, testament to the fact that, in some ways at least the web is still a “level playing field”.
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