"We have an e-commerce website that has the potential to alter our business dramatically."

The background to our relationship with Kingswood Leisure

The background: "A website in the doldrums and a business to go with it"

 

Kingswood Leisure is a family owned and run pool table manufacturer and supplier, founded over 40 years ago in the West Midlands. Though a successful pub pool table supplier, Kingswood's sales to the home market had been slowly slipping in recent years as internet-savvy entrepreneurs launched better e-commerce platforms. The Kingswood branding was tired and the website uninspiring for those used to a slick, modern shopping experience. John and Mike Yates, Directors, were both keen to get their foot back through the door so we set about creating a strategy for a relaunch of the online business.

The background to our relationship with Kingswood Leisure

Rebranding for a modern pool audience

Starting with the basics we worked on a new logo for Kingswood that would allow them to sit comfortably alongside other established sports brands. Our sketches and ideas were transformed into a fabulous design by Polly Durant and we were all thrilled with the direction this was taking us. We were keen to focus on the established heritage of the company but for a young, often family market. Like our vision of the brand, and indeed of the game, the logo was cool, fun, and confident.

The Kingswood logo alongside other established sports brands
The photo and video shoot for Kingswood Leisure

Photography and videography

 

Great photography is key to modern e-commerce and in pool there was a distinct lack of good lifestyle imagery, especially in a home setting. We wanted the Kingswood website to be game-changing so we brought in sportography.tv and models we had worked with previously on sports shoots to create a collection of images that captured pool as the accessible, fun, and family-friendly. We also asked silverstream.tv to produce a series of product and buyer's guide videos that we scripted, all shot with our model Charlotte Holmes. At the end of one incredibly long day we knew we had an amazing body of content unlike any other site out there.

The photo and video shoot for Kingswood Leisure

"We now have a website that is rich in content, that we are proud of, and that most importantly is bringing in the sales."

Re-imagining the purchase process

Also key to our strategy was a new and intuitive shopping process that mimicked that of high-end retailers of customisable products in other sectors. Pool tables are available in a huge variety of cabinet and cloth colours; we wanted Kingswood's customers to be able to browse all the options available and make a purchase confidently. So, we commissioned multi-angle, rendered images of all the table variations in Kingwood's catalogue for our Table Builder feature. Each variation was priced so that the user could instantly see how changes to the finish affected the total cost and, when satisfied, the table could be added to basket. This unique purchase process, not done anywhere else in pool, required 5000 rendered images but created the luxury experience we envisaged for the brand.

Editorial screens for the kingswood website

A stunning new website design

 

With such beautiful visual content now available to us, it was important not to lose its impact within a fussy website design. So, we came up with a design and layout to showcase the fabulous photography that was modern, clean, fun, and appealing to our target market. It was also fully responsive across a range of desktop, tablet and mobile devices. As part of our editorial for the website we planned a collection of Buyer's Guides and Look Books, creating a magazine-like feel for each feature with unique fonts and colours, linking to product galleries, that had the feel of a high-end lifestyle brand. While it might be highly browsable for those still learning about the options available, the site also allows the confident buyer to make a quick purchase via very simple navigation.

Editorial screens for the kingswood website

The end result

We are delighted that the relauch has been hugely successful. From a business on the slide, Kingswood are now designing and manufacturing their own range of tables and looking to the future with excitement. As John Yates says, "we have an e-commerce website that has the potential to alter our business dramatically. Over the last year 91C has both in creative and technical terms guided us through the hazardous process of creating an ecommerce site from scratch. We now have a website that is rich in content, that we are proud of, and that most importantly is bringing in the sales."

The Kingswood Aspen pool dining table