How Korman Aligned Retail, Digital, and Data to Lead in Luxury

Targeted Optimization & Consulting

Their Challenges & Our Solutions

• Uncertainty about what to redesign without risking the brand’s luxury positioning Solved by grounding all decisions in real user data from multi-method research and expert analysis.
• Need to align the digital experience with the highly curated in-store experience Addressed through strategic design collaboration to mirror showroom experience online.
• Need for ongoing, strategic feedback during the redesign process Solved by providing continuous collaboration with the design and dev teams — shaping decisions through every phase.
• Lack of a formal data strategy to support long-term digital and retail alignment Solved by advising on a smarter, integrated data approach to power future decision-making.
• No process to measure or track digital ROI Built a custom ROI tracking report and educated Korman’s team on the value of ongoing measurement — ensuring investments deliver sustained, visible returns.
• Strict compliance with Rolex brand and content standards Maintained rigorous adherence to Rolex guidelines while still elevating Korman’s broader brand identity.
• Client preference for an all-in-one vendor, balancing simplicity with quality and lack of internal expertise to vet vendors Supported the selection of a full-service vendor to streamline management while ensuring strategic quality oversight across design, development, SEO, PPC, and QA.
• Pressure to modernize in an industry that often lags in digital innovation Enabled Korman to move ahead confidently with a research-backed, future-ready digital experience.

Our Process

Over 6 months, we were evaluating critical aspects like:

Data infrastructure readiness

Advising on improving data collection and usage to bridge retail and digital insights.

Performance measurement and ROI clarity

Solving for previously unclear ROI by building structured tracking and reporting.

Rolex brand compliance

Ensuring all creative and technical elements met Rolex’s strict digital standards.

Engagement patterns and user focus areas

Understanding how customers interact and where attention gaps exist.

Conversion pathways and points of friction

Mapping how shoppers move from exploration to purchase.

Mobile responsiveness and experience parity

Ensuring a high-end experience across all devices.

Trust signals and luxury brand reinforcement

Building credibility and premium perception at every step.

Content clarity and storytelling

Elevating product presentation and brand narratives for a luxury audience.

At the end, we delivered

1. Comprehensive multi-method research report with an in-person visit to review it
2. Vendor consulting
3. Strategic collaboration with the selected all-in-one vendor
4. Custom ROI tracking report
5. Rolex compliance
6. Ongoing strategic oversight
7. Advising on data strategy

From Insight to Impact

Research Methodologies Used

• Heuristic evaluation Expert review of UI/UX
• Analytics review Deep dive into performance data to uncover patterns and friction points
• Heatmap analysis Understanding user engagement and interaction patterns across key pages
• Session recordings Observing real user behavior to identify usability issues and drop-off causes

Top Insights Uncovered

1. Unstructured URLs hinder reporting URLs do not follow a strategic structure thereby making reporting difficult and/or inaccurate.
2. Missing key performance data All of the data we ideally need to better understand performance is not being collected.
3. Internal traffic skewing GA4 results Korman employees and vendors are not excluded from GA4 data, which skews results.
4. Shipping & returns hard to find Shipping and return information are not accessible enough.
5. Poor mobile contact experience It’s not easy to contact Korman on mobile. There’s nothing showing in the header or nav by default.
6. Search drives conversions Users do use the search functionality, and users that search convert much more than users that don’t.
7. Promote jewelry pairing online Wearing multiple pieces of jewelry at once is common. Often, Sales staff recommend combinations of different pieces. More of that needs to be done online.

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Results

At the end, we have

1. Research-driven decision making Delivered a complete research findings report that directly shaped the new site’s UX, content, and customer journey — ensuring real user needs, not assumptions, guided decisions.
2. Retail and digital alignment Developed a digital experience that mirrors the luxury, high-touch service of the showroom, creating a seamless connection between online and in-store customer experiences.
3. Strategic vendor selection Supported the selection of a full-service vendor — aligning with Korman’s desire for streamlined project management while maintaining oversight on quality across design, development, QA, SEO, and PPC.
4. ROI tracking Built a report to measure revenue impact and educate the team on ongoing performance evaluation.
5. Compliance and conversion co-optimized Integrated Rolex compliance into the site without limiting design flexibility or user engagement — achieving both brand and business goals.
6. Data-first strategy Provided data strategy recommendations to improve the collection, integration, and long-term utilization of customer and performance data — enabling smarter, more aligned digital and retail decision-making.
7. Luxury eCommerce leadership Positioned Korman Fine Jewelry as a leader in luxury retail digital transformation — delivering a smarter, customer-centric experience in an industry slow to evolve online.
8. Reduced project complexity Simplified project workflows by guiding a unified vendor selection while preserving strategic quality control at every project phase — speeding up timelines without sacrificing standards.