Hoxton Macs
Setting the quality standards for refurbishment since 2014. Hoxton have honed their knowledge and processes to become experts in the Apple Mac refurbishment field. With bespoke inspection procedures for each of Apple’s product lines ensuring every aspect of the device functions as intended, Hoxton Macs is the go-to Mac refurbisher. You would be stupid to look anywhere else for for your next Mac.. let’s find out why and just as importantly, how we delivered that strategy for the epic team behind HM...
Client
Hoxton MacsWebsite
hoxtonmacs.co.ukServices
Brand Strategy, Branding, UI/UX Shopify Web Design, Shopify Development, Animation
The brief:
3 is the magic number.
The project brief was built across 3 main parts of delivery, executed with our D2C Momentum Method Playbook ™.
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We were tasked to formulate a new identity that connected with audiences new, old and one that delivered a sense of youth-fullness without that ‘market stall, Del-Boy’ vibe that was often associated with Apple Mac refurbishment. A myth, we soon realised, had to be busted. This was where the strategy was born. The identity was built upon the idea of making Macs accessible to all, without the sacrifices of quality and the associated price tag.To extract this information and to all go on the brand journey together, in-person discovery days and consistent check-ins, AKA our Anti-Big Reveal rule took place. This process allowed for experimentation to happen with honest feedback so we could get to a brand identity that worked for all those that experienced Hoxton Macs.
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The next part of the brief was to expand the new brand world into what will become its natural habitat, a Shopify direct to consumer store. To do this, we went though a UX content strategy sprint to understand what should go where and how it should be presented, such as copy writing, animation and visual design. Working closely with Hoxton Macs, we also devised a tiered product classification strategy that worked within the Shopify ecosystem, to hit the objectives of increased sales of lower tier Macs, increased conversion rates and reduced customer service contact.
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Finally, all of the strategic work for brand and web needed to be implemented on Shopify 2.0 with the focus of building re-usable components across multiple assigned product and page templates. The brief was to develop a store that needed minimal code editing after handover for continuous store evolution. Again working closely with the project lead at Hoxton, we had an open feedback loop with key milestones, making best use of Shopify metafields and variants plus code-based Lottie animations and a good bit of elbow grease.
"The team at Eleven were a class act; personable, responsive, and knowledgeable."
Devian Patel, Managing Director - Hoxton Macs
Avoiding early end of life with approved refurbishment
Every device is first inspected and tested by one expert technicians. Then each device is cleaned by hand, graded and restored to factory settings ready for the next user. Macs that have passed the qualification process are stamped with the Hoxton Approval seal.
Circular economy, creative and conversion
We helped Hoxton Macs achieve their new positioning with the combination of understanding their market place, competition, operations and purpose. The brands vision opened the door to communicate the benefits of buying refurbished, illustrated and brought to life through animation. We dug deep into the positive impacts of buying refurbished and wrapped up information that was direct and digestible, which all could be re-purposed across platforms and channels, to deliver creative that converted.
Visualising planet positive commerce
Eleven created a cohesive brand image and improved the site's UX, which resulted in increased conversions. The team was consistently available, organized, and flexible, with straightforward communication. They were knowledgeable, and their openness to feedback and quick response stood out.
"Eleven created a cohesive brand image and improved the site's UX, which resulted in increased conversions. The team was consistently available, organized, and flexible, with straightforward communication.."
Devian Patel, Managing Director - Hoxton Macs
The results are in.
Numbers don’t lie.
They can be twisted, but for total transparency, this set of data is a comparison of one month and the previous month. In this case, March compared to February, or in other words the month we launched and the one following after.
Its a great start. The measurable short term metrics show that the UX, new product tier system & information hierarchy is improving conversion rate. The longer term measurable such as returning customers are also heading in the right direction.
Myth busting
It became quickly apparent that there was a lot of confusion, mis-trust and general un-certainty when it came to buying refurbished. In-fact, the term refurbishment was also shown to be a confusing term. We new that a barrier to many potential new customers, even after they had seen the benefits of buying refurb was trust. As part of our D2C Momentum Method playbook ™ we made sure that the myth of refurbished Macs being poor quality was busted. Here we strategised a campaign under the name ‘This is refurbished’ normalising the use of a refurbished Mac in every day scenarios, just without the new expensive price tag. Myth busted.
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