Filter Digital

The House of Garrard has a heritage unrivalled by any jewellery house in the world and they recently embarked upon a brand redevelopment and digital transformation project.

Key to the site’s redevelopment was a new look and feel, with the introduction of multi-lingual capabilities to open up new markets for the brand.

The site was developed on Wordpress and WooCommerce, offering over 5,000 products and variations, and has been translated into multiple languages including Chinese, Russian and Arabic.

Performance:

In the 5-month period since translations went live compared to the same period last year, we doubled the proportion of visitors to the site who are using Chinese. Arabic Language Sessions went up by 180%, with Russian Language Sessions up by 57% for the same 5-month period.

Due to the expanding footprint of practices and the types of services on offer evolving and expanding, we’ve been working closely with Medivet to ensure we maintain consistency across the Practice pages on the website, whilst allowing ways to accommodate for different permutations of services available.

The Practice page area of the website was already using a hybrid template and block-based approach and through a series of strategic planning sessions with Medivet, we agreed to some core User Interface (UI) updates to this key area of the website, accommodating for four different practice types.

Working with Medivet’s existing Optimizely digital experience platform (DXP), we were able to reconfigure this whole area of the customer experience, whilst at the same time optimising the hierarchy of messaging based on the analytics insight that we have built up. We introduced several custom blocks to give Medivet’s content editors, even more, control and expanded the functionality of existing blocks to cater for a variety of scenarios.

The biggest transformation has been the ability to cater for different practice offerings, presenting these simply to new users searching for services through to established customers who are interacting with the website in a different manner.

Outcome

With the addition of piloting Online Client Registration and the ordering of Repeat Prescriptions from the Practice page templates, Medivet is building dynamic features to support the physical in practice experience to truly offer exceptional customer experiences.

Filter were tasked to devise a new approach to Reminders Management. Following agile and MVP principles, the team created new a Reminders Micro server application.

Filter developed a Reminders microservice in Microsoft Azure, to parse and process reminder data files, apply grouping logic to eliminate unnecessary messages before sending, mapping these reminders to pre-defined templates to generate messages before routing the prepared personalised messages to the delivery channel specified by the client. At the last count over 100 separate templates have been configured, each with variants for email, SMS and – more recently – a postal service.

Gradual progress has been made to achieve:

- Full clarity of ROI on Reminders comms programmes - Increased focus within the business on Reminders - Measurable and significant impact on compliance
- New system is nimble and responsive to change

Performance:

The reminders engine now processes over 5,000 reminders a day. In 2019 about 1 million reminder messages were processed. In 2020 that number is likely increase by 75%.

With ambition for continued growth, Medivet were acutely aware of the need to upgrade the online offering to recognise their existing valued clients, whilst supporting the on-boarding of new clients and promoting the overall brand Profile.

Further to defining the current data infrastructure, systems, processes, and capabilities;Filter set about developing a roadmap which included a recommended approach with a suggested investment breakdown for the implementation of the required systems, the creation of appropriate roles within the organisation and the design and roll out of mechanisms to deliver the Marketing Vision.

Over the past 12 months we have been working closely with the Medivet teams to provide consultation, management guidance and technical expertise to support implementation.

From match day highlights and interviews with players to training ground videos, clubs are creating content that their fans cannot get anywhere else.

We started a journey with Crystal Palace F.C. that began with the creation of a relatively simple online portal for members to register for free, with full access to the available content. That portal has now evolved through several major iterations to the point where Palace TV can offer personalised content, playlists and messaging to fans.

The website was developed using a WordPress content management system backend admin, where the admin users can add, edit and publish videos. The videos are served to both the Palace TV website and the Eagles mobile app via a REST API so that both platforms can receive the same content with access to levels of content managed for all channels at a user level.

Performance:
- 1m+ Video Views each season

Filter Digital have worked closely alongside Crystal Palace F.C., supporting their evolution into an established Premier League Club, through the effective use of digital.

Working with the club’s content, marketing and commercial teams, we have evolved a digital ecosystem built on a variety of platforms and applications, linked where appropriate to fan accounts, offering a personalised and tailored experience – whether watching a live stream, purchasing a membership or buying a match ticket.

Gradual progress has been made to achieve:

- Personalised digital experience for fans
- Single view of fan behaviour
- Maximised digital presence and supporter data
- Increased profitability of digital commercial assets
- Created a seamless experience which enables customers to more easily spend with the club across services and products
- Significantly increased spend from existing fan- base on retail, ticketing and premium hospitality products

Performance:

- Fan Records +1,000%
- Social Following +585% - Impressions +284%
- Engagements + 1,085% - Web Sessions +69%