Brighton, known for its exquisitely crafted women’s handbags, jewelry, and bracelet charms, has taken its world-class design to a new level with a complete digital transformation. With a new ecommerce platform on Shopify Plus, a new PIM on Salsify, and over 20 new technology integrations, Brighton rebuilt its ecosystem from the ground up with a customer-driven, digital-first approach to every aspect of its business.
The new website elevates and modernizes the Brighton brand, with new colors, fonts, photo direction and layout. The new brand experience, a collaboration of concepts and design from Brighton & CQL, achieves a strong brand consistency across stores, catalogs, and the website.
While a platform migration to Shopify Plus may seem like a big undertaking, Brighton & CQL crafted an omnichannel user journey that features over 20 partner integrations to enhance the online customer experience. With Shopify, Salsify, Locally, Yotpo, Shopify Payments, Searchspring, Aftership, Loop Returns, Clutch, Gorgias, Avalara and many more, Brighton left no detail untouched in crafting a user-centric online experience that treats customers like friends.
At last, Brighton’s phrase “World Class Design, Handcrafted to Last” applies no longer to just their finely detailed pieces, but now to the entire Brighton shopping experience.
CQL’s work on Brighton was awarded with a Platinum MUSE Creative Award in the category “Website – E-Commerce,” a Platinum HERMES Award in the category “Website Overall – B2C,” and a Platinum Vega Digital Award in the category “Website & Mobile Sites: Fashion.”
Site
Technology
Shopify Plus
Aftership
Apply Pay
Avalara
AWS
Clutch
Elevar
Google Pay
Gorgias
Locally
Loop Returns
Salesforce Marketing Cloud
Salsify
Searchspring
Signifyd
Tangibly
Yotpo
Custom Middleware (OMS)
In 1972, Brighton’s founders, Jerry and Terri Kohl, began pursuing their dream of creating exceptional accessories, including silver jewelry and leather handbags, designed in-house and crafted of the finest quality materials by master artisans. For over 50 years, this approach, along with treating their customers as friends, is at heart of what they do.
With a growing brand, an outdated commerce platform, a failed migration, and a website that did not reflect the brand experience, Brighton wanted to completely redesign the website and integrate online features that enhance the user experience. Brighton selected Scruggs Consulting and CQL to assist with their digital transformation strategy.
Brighton’s vision of an omni-channel, consistent brand experience came to life on Shopify Plus. With a stylish, elevated new look, a user-friendly commerce platform, and over 20 new integrations with 3rd parties like Salsify, Yotpo, Searchspring, and Locally, Brighton unveiled a brilliantly crafted new customer-first digital ecosystem.
Brighton sought to achieve brand consistency across all channels, including the website, stores, and catalog. The CQL & Brighton teams collaborated on concepts and designs in a brand refresh that elevated and modernized the Brighton brand. Using mood boards and digital styles to change colors, fonts, photo direction, and layout, both teams crafted a new best-in-class Brighton design that’s contemporary, chic, fun, stylish and focused on the customer.
Brighton is the only major accessories company offering inspired products from head to toe. The same level of accessorizing was brought to Brighton’s new site, which offers new features and functionality to build a customer-centric shopping experience that engages customers and builds brand loyalty.
Built on Shopify Plus, Brighton’s new site offers a robust suite of third party applications including: Locally (inventory by store locator), PIM (Salsify), Yotpo (Reviews, Loyalty & UGC), Shopify Payments (including Apply Pay & Google Pay), Searchspring (Search, Merchandising, and Personalization), Aftership (Shipment Tracking), Loop Returns (Return Management), Gorgias (customer service), Clutch (physical & e-gift cards), Avalara (taxes), Signified (fraud prevention), Elevar (tagging), Tangibly (product size comparison), Wrap In (gift wrapping), Salesforce Marketing Cloud (email), Customization (product personalization), AWS (supporting CQL’s custom middleware to Brighton’s OMS), and more.
By accessorizing every aspect of the Brighton site – from shopping to post-purchase support, Brighton delivers an industry leading customer experience, with a perfect blend of automation and personalization to grow their business.
“Brighton and CQL were able to design a robust and next-gen online experience that builds customer engagement and loyalty. With a vibrant new brand refresh and custom features essential to the fashion industry, our site offers advanced product personalization and customizations, targeted content, UX best practices, and a brand consistency across all digital channels for a seamless and enjoyable shopping experience.”
Matt Kohl
CEO
BRIGHTON COLLECTIBLES
