Dune London - Brand Communications Guidelines

DIGITAL MARKETING • ECOMMERCE

Category or Product Landing Pages (PLP’s) Category or PLPs guide customers to the type of product they’re interested in. They’re usually structured by: Gender: I.e. Women or Men Categories: E.g. Sandals Sub-categories: E.g. Flat Sandals, Heeled Sandals etc

Best practice principles include: • Product categories – Must represent key c a t e g o r i e s for the current period.

• Category names - Should follow those used on dunelondon.com where relevant. • Easily accessible - Clearly labelled links in the Nav bar and drop down menus. • Category headers – Either all or none of the category pages should have an image and description. Brand content should be prioritised but Local content can be used if approved by Dune Marketing for that purpose. Refer to campaign guidelines. • Filters - Consider if they will improve customer experience and if they are relevant.

Editorial Features Editorial content is optional but has two main purposes; • Driving traffic to the website e.g. via social or search (SEO or PPC) • Maximising conversion from traffic already on the website • Providing customers a destination to immerse themselves in a particular campaign or story. Building up an archive of editorial content supports on- site engagement and SEO so Dune Marketing regularly posts new articles. Design files and copy available on request.

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