Humaan lights the eCommerce candle for dusk Australia with digital-led brand refresh

The launch of the new dusk website represents a significant shift in traditional marketing strategy to a digital-first approach for a brand refresh.

dusk appointed Perth-based digital agency Humaan to enhance brand engagement online, create an outstanding customer experience on all devices and deliver a more powerful way of marketing the brand and products.

dusk marketing manager, Gavin Fielding, said that instead of simply updating the website, the challenge was to rethink the customer and brand experience from the ground up and to bridge the gap between the online and in-store environment.

“With an ever-increasing number of customers interacting with brands online in the early stages of the purchasing cycle, a website overhaul was the core component of the strategy. The intention was to create an innovative online brand experience and lay the foundations for a new standard in multi-channel retailing. While the front-end of the website gives customers a better experience, a lot of work has gone into the back-end to customise the content management process, making whole process of managing the website day to day vastly more intuitive and time efficient,” he said.

Humaan director, Jay Hollywood said the launch represented a new high point for the agency, who were appointed for their innovative, award-winning approach and bespoke solutions.

“The strengths of the website lie in the balance of the brand positioning, eCommerce functionality and marketing, with a best practice online shopping experience throughout; from product recommendations based on user behaviour data, rich media and innovative visual merchandising alongside editorial content and promotions. We reimagined the dusk brand digitally and this ultimately became the basis for other marketing materials, reversing the traditional way of doing things whereby the website is often considered just another marketing channel,” he said.