Warner Music AustraliaA community of music enthusiasts

Insight

Demand for merchandise and vinyl persists in a digital era.

Warner Music Group is one of the world’s leading music entertainment companies. Its impressive family of record labels are home to many of the world’s most popular and influential recording artists such as Dua Lipa, Ed Sheeran and Red Hot Chilli Peppers.
In an era dominated by digital music consumption, physical connections to music, such as vinyl records and merchandise, continue to surge within the industry.

Warner Music Australia aims to be the go-to destination for music fans to listen to their favourite music, shop for merchandise and discover new artists. However, the current experience has been hindered by outdated technology and limited customer insights.

Idea

A revamped digital store leveraging data, technology and design to drive growth.

The Warner Music Australia store now offers an optimised and seamless e-commerce experience for online music fans that captures customers’ purchase history and marketing preferences.

The new experience allows customers to easily navigate around the digital store, keep up with their favourite artists, and discover new and emerging artists.

Featuring large artist images and album covers, the new experience aims to make the digital journey exciting and compelling, like opening a new vinyl record.

AKQA upgraded Warner Music’s existing legacy tracking code to the new Shopify Web Pixel standard, which provides more robust and flexible tracking capabilities.

This upgrade involved extensive debugging and technical adjustments to ensure the integration with Adobe Analytics was successful and met Warner Music Australia’s data governance requirements.

Impact

Boosting sales and customer insights with an enhanced e-commerce experience and advanced tracking.

In just two months since the site went live, improvements in organic search performance were visible with a 20% increase in organic click-through-rate and a 19% improvement in average search rankings. Warner Music also received an eight times increase in organic mailing list sign ups.