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A Decade of Digital Success: Oliver Bonas & Tom&Co’s Journey with REVIEWS.io
India Claydon
March 24, 2025
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4m
Standing out in a crowded e-commerce landscape isn’t easy, but Oliver Bonas, supported by Tom&Co, has proven how smart digital strategy and customer-centric innovation can drive exceptional growth. Together, we’ve helped Oliver Bonas leverage customer feedback, personalise experiences, and build lasting customer relationships.
From its humble beginnings 30 years ago to becoming one of the UK’s top lifestyle retailers, Oliver Bonas has always been about joyful, travel-inspired design. With 80+ stores and an e-commerce site achieving over 2 million monthly page views, the brand’s journey is one of innovation and adaptability—and Tom&Co has been proud to be a part of that story.
Building a Future-Ready Digital Experience
When Oliver Bonas approached us at Tom&Co in 2013 to launch their first Magento site, our goal was clear: create an e-commerce platform that could evolve with the brand. Over the past decade, we’ve rebuilt and relaunched the site four times, always staying ahead of emerging trends and customer needs.
In fact, we adopted a headless architecture long before it was a buzzword. By separating the site’s front-end user interface from the back-end business logic, we enabled Oliver Bonas to achieve faster customisation, speedier development, and seamless international expansion. This flexibility allowed for tailored regional experiences, with local currencies, delivery options, and content in markets like Ireland and the U.S.
In fact, we adopted a headless architecture long before it was a buzzword. By separating the site’s front-end user interface from the back-end business logic, we enabled Oliver Bonas to achieve faster customisation, speedier development, and seamless international expansion. This flexibility allowed for tailored regional experiences, with local currencies, delivery options, and content in markets like Ireland and the U.S.
Creating an Omnichannel Experience
To enhance the in-store experience, we implemented the “Endless Aisles” initiative, equipping Oliver Bonas staff with tablets linked to warehouse inventory. This allowed team members to order items directly for customers with free delivery or enable click & collect, making the shopping journey more seamless and flexible.
Harnessing the Power of Customer Feedback
Oliver Bonas knows that listening to customers is key to staying ahead. That’s where REVIEWS.io came in. By integrating REVIEWS.io with their Magento platform, we helped Oliver Bonas collect over 246,000 product reviews over 10 years. Customers answer three tailored product attribute questions—helping the brand understand everything from fit to product quality.
India Claydon, Tom&Co’s Marketing & Partner Manager, highlights how this integration transformed the customer experience: “Oliver Bonas maximises the power of REVIEWS.io through seamless API integration, allowing us to showcase feedback beautifully and flexibly in line with their style. Customers can easily filter reviews by key details like fit and rating, creating a smoother, more tailored shopping experience.”
India Claydon, Tom&Co’s Marketing & Partner Manager, highlights how this integration transformed the customer experience: “Oliver Bonas maximises the power of REVIEWS.io through seamless API integration, allowing us to showcase feedback beautifully and flexibly in line with their style. Customers can easily filter reviews by key details like fit and rating, creating a smoother, more tailored shopping experience.”
Powering Personalisation with Bloomreach
To take personalisation to the next level, Oliver Bonas integrated Bloomreach, an AI-powered solution that combines real-time customer and product data. With REVIEWS.io feeding data into Bloomreach Engagement, Oliver Bonas gained deeper insights and built a unified, automated customer experience.
From automated review requests via the Review Booster feature to transforming top reviews into eye-catching digital banners, the integration helped amplify social proof and boost engagement across marketing channels.
From automated review requests via the Review Booster feature to transforming top reviews into eye-catching digital banners, the integration helped amplify social proof and boost engagement across marketing channels.
The Results: Record Growth
Since upgrading the e-commerce site and leveraging the power of REVIEWS.io and Bloomreach, Oliver Bonas has seen tremendous growth:
+58% increase in traffic – Reaching over 360,000 unique monthly visitors
+123% year-over-year turnover
+2900% increase in revenue since our initial partnership 24% faster page load times
+85.2% mobile session growth
+19.5% improvement in conversion rates
+58% increase in traffic – Reaching over 360,000 unique monthly visitors
+123% year-over-year turnover
+2900% increase in revenue since our initial partnership 24% faster page load times
+85.2% mobile session growth
+19.5% improvement in conversion rates
What’s Next for Oliver Bonas?
The journey isn’t over! As Oliver Bonas continues to enhance its immersive in-store and online experiences, the future is full of potential. With a focus on customer feedback, inspiration, and self-expression, we’re excited to see what’s next—and to keep supporting them every step of the way.
Key Takeaways for Other Brands
There are valuable lessons here for other retailers looking to enhance their digital presence:
Ask for feedback early and often: Platforms like REVIEWS.io make it easy to gather insights and keep pace with evolving customer needs.
Keep it simple: Three targeted questions can deliver powerful insights without overwhelming customers.
Choose scalable integrations: Ensure your systems can grow with you, handling new locations, sales channels, and customer demands.
Ask for feedback early and often: Platforms like REVIEWS.io make it easy to gather insights and keep pace with evolving customer needs.
Keep it simple: Three targeted questions can deliver powerful insights without overwhelming customers.
Choose scalable integrations: Ensure your systems can grow with you, handling new locations, sales channels, and customer demands.
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