The Challenge
Bombshell SA sells chunky boots, sandals and shoes to a South African audience that moves fast on trends. The catalogue turns over constantly, so the store had to be a merchandising tool first: best sellers, new arrivals, seasonal drops and clearance all needed their own space on the home page, and the team had to be able to reorder that space themselves whenever a new shipment landed.
Trust was the second half of the problem. A shopper spending real money on boots online wants to know when they will arrive, what happens if the fit is wrong, and whether the payment page is safe. The brand already had the answers — fast local delivery, easy returns, physical stores in Johannesburg and Cullinan — but none of it was doing any work on the page. It also had to look sharp on mobile, where almost all of the traffic and most of the discovery from social sits.