Farrow & Ball repaints digital strategy with Kin + Carta

farrow and ballUpmarket paint and wallpaper brand Farrow & Ball has appointed Kin + Carta Connect to upgrade its digital strategy following an online sales surge triggered by the Covid home improvements boom.

Farrow & Ball has briefed the agency to maintain that momentum, and as an Episerver Gold partner, the agency will use its platform to initiate a continuous improvement programme.

As well as optimising customer experience, Kin + Carta Connect will introduce new functionality to the website to cater to both B2C and B2B audiences.

In the longer-term, Kin + Carta Connect is tasked with providing strategic consultancy to guide the evolution of Farrow & Ball’s digital CX, alongside the backend ecommerce function. Strategy, managed services and creative are driven from the UK, while development duties are due to be handled by the agency’s Buenos Aires office.

Farrow & Ball head of ecommerce Nick Raymond said: “Ecommerce sales grew rapidly during the pandemic and it seems likely this trend is set to stay. it was clear that we needed to work with a partner that could set us up to thrive in the future. This means helping us drive sales online and to address any legacy technical issues on our website.

“Kin + Carta Connect combines the technical skills we were seeking with a highly strategic vision. We’re already confident we’re in safe hands and we’ve been able to build a strong rapport with the team very quickly.”

The agency’s senior account director Suzi Middlehurst added: “Farrow & Ball is known globally for its distinctive brand and for the quality of its products and service. Our remit will be to ensure these values are immediately apparent across the digital shop window.

“Our first priority is to bring the Farrow & Ball experience to life online and we are updating the website’s look and feel to better communicate the brand personality.”

Launched by chemist John Farrow and engineer Richard Maurice Ball in 1946, the pair built their first factory in Verwood, Dorset, and went on to supply paint for the consumer market as well as for Ford Motor Company, Raleigh Bicycles, the Admiralty and the War Office. The duo sold the business in the late Sixties and since then it has also worked with the National Trust in formulating near to exact matches for the restoration of historic building interiors and exteriors.

Today it maintains an updated colour card of 132 colours and also produces wallpaper patterns made using traditional block, trough and roller methods and made using Farrow & Ball paint. The company has been owned by Ares Management since 2014.

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