LandmarkShops.com

Launching UAE and GCC’s most popular brands online

In 2013, the largest retail organisation in the Middle East, Africa and India, Landmark Group’s E-commerce venture LandmarkShops (LMS) was launched, bringing their stores – Babyshop, Splash, Emax, Home Center, Lifestyle and Shoe Mart – online.

GETTING THINGS STARTED

I was brought in to set up the copywriting team, and was responsible for developing the brand tone of voice, enhancing content guidelines as needed, writing and proofreading all content, planning the marketing and content calendar, and recruiting, guiding and managing an offshore team of product copywriters.

ROLLING OUT CONTENT

There was tons of EDM content (we had Super Sundays, Mommy Mondays, Tech Tuesdays, What’s new Wednesdays!), and of course, a lot of A/B testing for email subject lines. Based on the merchandising calendar, creating content for web pages, writing product copy, and curating collection pages and lookbooks (wise use of my fashion experience). To make the shopping experience as efficient as possible, implementing information architecture across the website, optimising content based on data analysis reports, writing SEO copy, and improving UX/UI along with the tech and content teams, was imperative.

ADAPTING AND EVOLVING

In the ever-evolving landscape of E-commerce, setting up a new business to emulate an already successful brick-and-mortar model, resulted in a lot of trial and error, but also meant I was constantly having to adapt and advise on best practices. This in part laid the foundation for an efficient E-commerce model. So even when LandmarkShops dissolved a few years ago, it was this very model that was replicated for individual brand websites and apps.

Happy scrolling ↓