Redbox tailors the digital customer experience for premium men’s clothing brand

Charles T

There are three words that succinctly define the approach taken by Redbox to design the Charles Tyrwhitt website: premium purchasing experience. 

The Redbox design team at created a clean and contemporary site that takes the Charles Tyrwhitt customer on an engaging journey. The brand ethos is captured perfectly in the clean visuals, elegant styling and simple lines. The experience itself, enhanced by the gamification of purchasing, unlocks discounts for the customer instead of using flashy and downmarket discounting. 

The intention was to provide Charles Tyrwhitt with a platform in line with its upmarket branding  which appealed to a broader customer base. The result was precisely what the customer ordered.

Led by Redbox’s creative director, Paul Lewis, the website design set out to overcome three very specific challenges for the Charles Tyrwhitt brand.

The first was for the new Charles Tyrwhitt website to simplify its multi-buy approach and communicate premium value as opposed to overt discounting. It was essential for the user experience to flow throughout the purchasing experience so customers could see how they were financially benefitting from multiple purchases.

Redbox included a subtle gamification process that nudges the customer towards making multiple purchase loops. This has  a visible progress bar that communicates how close the customer is to unlocking lower pricing. The simplified multi-buy approach uses flags to indicate the number of additional shirts the customer needs to purchase before they unlock a lower price which gets applied throughout their shopping experience. 

This multi-buy feature is automatically added to the basket as well as the checkout process so repeat purchases are easy to make, and it activates across the site so the customer isn’t forced to hunt for relevant products.

This was further enhanced with outfit building tools and repeat sizing so the customer doesn’t need to constantly re-enter information. this feature removes a consistent customer pain point and streamlines their journey from basket to checkout.

As a result, the customer no longer sees unsophisticated discounting figures. Instead, every step is subtle and carefully designed to create a clean and simple space where the customer enjoys a straightforward shopping experience.

Charles Tyrwhitt needed a site that did more than ‘just sell shirts’it wanted a full-service customer portal that encouraged increased people to purchase its range of products. For this, it needed to create different journeys for different clothing categories, and to increase conversion, improve cross-merchandising, and redefine the site’s visual appeal.

To achieve this, Redbox created new ways to sell trousers, accessories, suits and knitwear, et al, using an innovative outfit building tool. Embedded within the listing page, this tool helps customers ‘Get the Look’ with just a few clicks, and encourages deeper engagement throughout the Charles Tyrwhitt site. This ‘Get the Look’ user design is incorporated into list pages and allows the customer to benefit from the multi-buy offers while also creating a style that suits their needs. This fundamentally refined the purchasing process and supported Charles Tyrwhitt’s strategy of being about more than ‘just shirts’.

The team made product selection easier and more intuitive through visual filtering and wizards, with a crisp and contemporary display that highlights products and lifestyle imagery to their full potential. From photography to typography, messaging, layout and conversation methodologies throughout the design process, Redbox considered all aspects of the brand.

Challenge 03: Optimised for mobile

Thirdly, Charles Tyrwhitt wanted to improve the mobile experience to make sure anyone, using their preferred device, could appreciate enjoy the user experience and site design. This was a critical factor for the brand as it wanted to ensure all touchpoints in the omnichannel conveyed its upmarket and premium look and feel. A mobile-first strategy also aligned with the brand’s focus on a contemporary and younger demographic without alienating its older and more traditional customer base.

Redbox created a mobile-friendly design that brought a fresh and confident feel to the site. The final design conveys a sense of relaxed confidence and elegant ease that appeals to both the older and more contemporary markets. The resulting user experience is logical, practical and classical – the perfect combination for a site aiming to attract a dynamic and aspirational market.

The final touch

Redbox re-invented, re-thought and re-imagined the Charles Tyrwhitt experience without compromising on the brand’s integrity and strategy. The team developed a clean and crisp site that allows for easy flow of customer movement throughout the Charles Tyrwhitt product range. One that gamifies the discounting process, and that allows for innovative outfit building and customer engagement. It met every part of the Charles Tyrwhitt brief and elevated the website to meet the brand’s sharp, stylish and innovative persona.