E-commerce winner: Crown Paints with OMG Transact and Adimo

The combined teams helped transform Crown Paints' DTC shopping experience and brush up omnichannel retail sales.

This entry was chosen as a winner of the Performance Marketing World UK Awards 2023. View all the winners, coverage, photos and videos from the night in our special feature section here..

In 2021, Crown Paints found itself faced with two major challenges. Firstly, their site's transactional DTC functionality was removed. Secondly, over half of their site traffic was being redirected to UK DIY retailers, many of which did not stock Crown products. Recognising the gravity of the issue, Crown Paints' brought on OMG Transact & Adimo to innovate their customer’s online shopping journey.

The collaboration resulted in over 580 strategically integrated 'Price First' Buy Now touchpoints on Crown's product pages. Powered by Adimo’s cutting-edge technology, these touchpoints facilitated real-time price comparisons, retailer choices, and product availability, completely reinvigorating the user experience. Gone were the days of manual searches for Crown's products on external retail sites. Instead, consumers were able to enjoy a seamless, efficient, and intuitive shopping journey. 

Within just ten months, the touchpoints generated an astoundingly high number of additional retailer sales and a remarkable surge in the average transaction value through Crown’s DTC. This was bolstered a huge number of shopper engagements using the touchpoints.

Building on this success, Crown has incorporated the Adimo touchpoints into more of their brand sites and plans to include real-time delivery data from retailers in the near future.

The strategic alliance between OMG Transact & Adimo not only resolved Crown Paints' immediate challenges but also set a new benchmark in optimising e-commerce experiences, signifying Crown's position as a digital pioneer in the UK paint industry.

Judges’ Comments:

“This problem was solved not only in an excellent, efficient manner but also showed tenacity and collaboration from everyone involved. The results speak for themselves – the AOV increase is truly remarkable.”

Highly commended award: 

  • Havas Media JDE L'OR

Unlocking the Power of Connected Commerce for L'OR