The first phase of Matter Of Form’s brand transformation engagement with YPI has focussed on a completely renewed digital infrastructure.

Context

Yachting Partners International (YPI) is one of the world’s leading and longest established yachting companies, part of the BRS Group.  Founded more than 45 years ago, YPI offers yacht chartering services, crewing services as well as yacht financial, insurance, compliance and technical support.

Scope and challenge

YPI approached Matter Of Form to help position the brand for a newer and more digitally astute generation and to help them become world leaders in yachting data and content.

The Matter Of Form UX and strategy teams spent time on-site with the businesses C-Suite in Monaco, working closely with their newly enlisted marketing department to better understand the business and its goals. We chartered their brand assets and marketing material, devising a vision for how digital services could augment the human sales approach. We wanted to help YPI take their exceptional service further, using digital as a mechanism to deliver value well passed an initial sale or agreement.

Approach

The first phase of the project involved a complete digital relaunch of the brand; creating a high-end yet accessible eCommerce digital environment designed to appeal to a new generation of client.

As part of the digital transformation project, MOF developed a sensitive and personalised online strategy; to deliver against this we used Pimcore, an Enterprise Experience Management (EMS) platform. Digital content can be tailored based on conversations with customers providing a seamless off and online customer experience.

A modular design gives us the flexibility to strategically serve content to varying persona types based on perceived intent.

The images and videos used across the site have been created to appeal to a millennial audience and to encourage people who are unfamiliar with yachting to try new experiences.

A complex integration with a central industry yacht database combines with a series of internal systems to provide a fundamentally dynamic content delivery mechanism.

A newly designed ‘Destinations’ zone  section provides carefully crafted recommendations for yacht charter and travel.

The next phase of the project will focus on the development of a highly tailored online client experience and the creation of VIP an online account area for private access to bespoke consultancy and support.

This will include recommendations for yacht suggestions and proposals as well as new destinations, itineraries or yachting services crafted to meet exact client requirements.

 

Results

The new website demonstrates YPI’s 45 years of heritage, experience and knowledge of the yachting industry and presents its services in a clear, engaging and inspirational way.

Visitors to the site are taken on a tailored and exclusive journey, navigating them directly to the heart of the information they are most interested in, whether looking to charter a yacht, plan a holiday or hire a crew.

The site was shortlisted for “Best Luxury Website” at the Good Web Guide Awards 2017.