Rapp demolish Courts Webstore for a new e-commerce store

April 20, 2012


Out goes the old, in comes the new – sleeker, smarter and a more ‘in’ webstore.

In that ever-relentless drive for e-commerce, Courts was set to revamp its webstore.

But not before it made good use of its current retail estate online.

To promote a complete revamp of Courts webstore, Rapp made good use of the current version – for one last time.

Liken to a physical store, the homepage was demolished into pieces – 2,119 to be exact. For its final 24 hours, anyone could pick and remove a piece of the homepage for keeps – which in turned served as an e-voucher for sale redemption.

Hours after the launch of this creative deconstruction, over 1,400 online users had claimed their own keepsake! Before midnight all 2,119 were all claimed and the new webstore was revealed.

Courts then unveiled a new webstore, packed with the dynamic, new features of a cutting-edge e-commerce store for its customers online.

This 24-hour exercise also gave the technologist team the opportunity to test the site and perform last minute adjustment before the new webstore goes live, eliminating the usual downtime that new site normally experience during the first 24 hours of launch.


We’ve made clever use of the old real estate, and converted them into 2,119 sale opportunities and lots more in customer buzz for the new Courts Webstore.

And perhaps created the world’s first recycling movement for an online equity. Out with the old, in comes the new!

Note: For internal circulation only. Should you wish to report or reproduce this case study, kindly contact pr@sg.ddb.com

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