Fortnums and MasonsWritten on April 20, 2011 at 8:33 am
There are few UK online shopping sites that match the British shopping heritage of Fortnums and Masons. Their own brand food products command respect for procuring and refining luxury food sold to the concerning consumer. Since 1707 Fortnums and Masons has retained the prestigious store location on Piccadilly in London and now has one of best online shopping sites in UK.
UK online shopping sites like Fortnums and Masons do not look to be revolutionary instead they do all the simple things exceptionally well. The same way that they focus on the quality of ingredients and products within the prestigious Fortnums and Masons food hall is reflected in the refined screen design on the website.
The Fortnums and Masons homepage manages to include leading offers, a secondary navigation to products as a well as promotions and email sign up without making the screen look too information heavy. All the text and graphics are in soft tones and a regular use of vignette photography against a white background retain the Fortnums and Masons luxury brand feel.
The Fortnums and Masons hampers are a classic lesson in product combinations and offer packages without compromise that have such a high status regard command both exclusive gift purchase and even corporate gift ideas.
The Fortnums and Masons product screens that could easily have resemble other ecommerce websites instead are still elegant with soft tones for the text accented with the soft eggshell blue and various photographic vignette cross selling teasers. Small details like the button and tab shapes quietly differentiate the Fortnums and Masons website.
Traditional design layouts are still used in pdf versions of the Fortnums and Masons online catalogue that can make use of full page photography and exact typographic design.
Again Fortnums and Masons do the obvious well, with seasonal promotions accommodated in the main navigation, an area that notoriously gets over crowded as more and more promotion headings propagate.
There is footer navigation to a wealth of in store events at Fortnums and Masons to bring more editorial content with high search engine value while at the same time not overcrowding the main navigation.
Finally even the Fortnums and Masons email sign up is elegantly executed with call card graphics overlaid on top of the homepage to capture just 4 fields of enquiry data.
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