Crate & Barrel: Product Copy
Client: Crate and Barrel
Brief: As part of my role as a contract writer on the Crate & Barrel e-commerce “Furniture Journey” project, my task was to rework product copy for hundreds of furniture items to remove passive/generic language, and creatively inject copy with robust verbiage to “personify” the items and give them a distinct personality on the site. I also was tasked with incorporating RTBs such as quality, style, and value. (Because this project revolved around “bringing the furniture to life” with sensory language, the creative director was compelled by my creative writing background; i.e., MFA studies and the “Writing from the Senses” classes I’ve instructed).
Response: Worked with creative director and marketing strategists to apply furniture shopping analytics to revamp the furniture shopping experience with new copy, video and photography. Rewrote copy to inject a new level of “sensory experience”—simultaneously, each product also received new zoomed-in photography and a lot more lifestyle video to depict, for example, “sink-in” nature of items like sofas and chairs. This project successfully enhanced customers online shopping experience and resulted in increased web sales conversion by 44% in the very next quarter. (Spring 2015.)
