Building and growing Maniera's online store
Maniera is a Sydney women’s fashion label that sells through its own online store and has also sold through marketplaces including THE ICONIC. Tangible first built the store in 2020, rebuilt it in 2023 and continues to support and develop it.
Tangible's role
Tangible planned, built and marketed Maniera’s online store, then rebuilt it and stayed involved in its development. Before the 2020 build, we led UX discovery and wrote a digital marketing plan. Our work went on to include email marketing, search optimisation, Google Ads and paid social. We rebuilt the store in 2023 and continue to support and develop it.
Planning around the customer
Tangible began Maniera’s store project by mapping customer touchpoints, choosing platforms and channels, and writing a digital marketing plan. That work came before the first build. It gave us a way to consider the store and the channels that would bring people to it together, rather than treating the build as the whole engagement.
The store
Maniera’s store runs on WordPress with WooCommerce. Across the versions Tangible built, product pages have included a shipping calculator and an estimated delivery date based on the time and the shopper’s location. Shoppers can track parcels and use an automated online returns system. Checkout was built with a mobile-first approach, with Afterpay, Apple Pay, Google Pay, PayPal and Stripe among the payment options.
The current store also gives shoppers a size guide, product filtering, colour and variation swatches, and a wishlist. Behind the storefront are email marketing integration and product feeds for Google and Facebook. These are the practical details of ecommerce website development: helping someone choose a product, understand delivery and complete an order.
Marketing the store
Tangible developed Maniera’s email marketing, including transactional emails, an abandoned-cart series, newsletters and promotional campaign emails.
We also carried out search optimisation on the store and ran segmented Google Ads campaigns. Paid social campaigns on Facebook and Instagram covered key garments and product launches.
What changed for Maniera
Maniera’s own store became its largest sales channel, overtaking THE ICONIC marketplace. The store also opened up international sales for the label.
Rebuilding and looking after the store
Tangible rebuilt Maniera’s store in 2023, after building its first version in 2020. Our involvement did not end at either launch: we continue to support and develop the store.
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