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Smeg UK

Enhancing a D2C retail channel for an iconic luxury goods brand
Smeg UK
Design, eCommerce, Optimizely Build

UNRVLD is working with Smeg UK to continue optimising their D2C digital retail channel, designed to deliver a custom brand experience of the full Smeg product range. The global luxury goods brand is investing in a fully owned digital experience, in-line with the group's ambition to grow direct consumer revenue in the coming years.

A successful blueprint for future D2C investment

Build on a D2C channel which leverages the unique Smeg brand equity, allowing customers to engage and purchase directly. Grow 1st party customer data to support the business case for further investment in the D2C arena from the global business.


Smeg's eCommerce store showcases their extensive product catalogue, encouraging customers to explore the full range of products on offer. We're putting the customer at the heart of the platform, considering every step of the digital journey to ensure we deliver on the expectations of the modern consumer.

A technical foundation, built to last

Built on Optimizely Commerce, the technological architecture of Smeg’s site lives up to the high technical standards of their appliances. The well-integrated solution connects Smeg’s PIM and ERP systems through a middleware layer. With less touchpoints, this automated system provides customers with an intuitive buying experience.

A user experience fit for luxury-seeking customers

In 2023 we’re working to optimise the UX across the site to grow first party data and increase conversion rates. We're enhancing each stage of the digital journey, capturing more opt ins and building a quality shopping experience that matches Smeg’s unique product portfolio.

UNRVLD are the perfect choice for a digital partner. Not only do they have a breadth of knowledge across the Optimizely technology suite, but also a flare for design and a deep understanding of how to engage with consumers online. The website has created a new retail channel for Smeg that has enabled us to create better relationships with our customers. This in turn has led to both increased sales and brand awareness.
Steve Broodryk
Head of Ecommerce, Smeg UK


eCommerce Store Design & Build
SEO Stratgey
Managed Service


Optimizely Commerce
Optimizely CMS
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