From budget-friendly to a premium beauty platform
In a market full of sameness, a distinct identity is what makes you stand out. Deloox started modestly and set out to redefine itself, moving from the budget-friendly option to the premium choice. That shift in brand identity was not a change so much as a rebirth, built carefully out of creative design, sharp positioning and an understanding of what luxury shoppers are looking for.
- Year
- 2023
- Services
- DevelopmentOptimisationE-commerce
A change of brand identity
Deloox (formerly Superwinkel) changed both its range and its identity over the years. Where Superwinkel was a place for daily offers, good deals and deep discounts, Deloox now positions itself as a high-end beauty store with a premium look. Specialised in A-brands, but with the same attractive deals. That change was the perfect moment to rework the entire site and take a critical look at how it was actually being used.
Highlights
1
Omnichannel solution
7
Languages
150%
Increase in performance
UX design done properly
During the design process we mapped every possible friction point in the ordering flow and worked it through in advance, so the design fits the people Deloox sells to. With a range this large, search has to work well and the filters on the category page have to be both powerful and easy to use. Putting the user first that way lets us prioritise the parts of the site that matter most.
Several languages, done well
It became clear early on that Superwinkel's ambitions reached beyond the Netherlands. Stores for Germany, Belgium and France followed over the years. Deloox is aiming wider still, which brings the total to seven stores: Dutch, French, Spanish, Swedish, German, Italian and English.
