Following a 2009 of outstanding online growth which saw leading cosmetic retailer, nails inc ( ), increase visits to their website by 55% and online sales increase by 140%; the brand has just launched a new, optimised ecommerce website designed to further enhance the customer journey and drive sales.

The website makeover has been carried out by its retained digital agency, Tangent One ( ), which set up nails inc’s ecommerce site in 2007 and since has been handling the digital communications strategy for the business.
A key focus of the re-launch is the creation of the nails inc ‘Ultimate Reward Scheme’ devised by Tangent One to engender loyalty and increase spend amongst shoppers. Those that sign up and pay the £5 membership fee will receive 10% off purchases on the website, the opportunity to earn points on purchases that can be redeemed for further discounts at the checkout and free gifts.

Also Tangent One has improved the checkout process by enabling nail inc’s customers to register on the website to create an account, so their user details including, billing information and shopping history, will be remembered for when they next log onto the site. Customers can choose to remain as guests on the site, if they prefer, to avoid having their information retained.

To ensure the continued prompt fulfillment of orders and response to customer service enquiries, as the nails inc ecommerce site increases in popularity, Tangent One has created a new warehouse management system. This will enable nails inc’s outsourced fulfillment and customer enquiries provider, Link Freight Management, to improve their workflow, manage a growing level of orders and respond to customer enquiries quickly and efficiently.

Finally, the revamp will see nails inc have more control over their website, enabling them to update content of the website quickly and easily.

Heather Steele, Marketing Director at nails inc, said:

“Since we employed Tangent One to set up our ecommerce site in 2007 we have been extremely pleased with the number of sales it has generated.

“We are confident that the revamped website with its online rewards scheme, improved usability and new warehouse management system, will ensure we continue to deliver a very attractive and highly efficient e-commerce platform that will drive profitability across the whole business.”

Sanjay Vadher, Client Services Director at Tangent One, comments:

“It has been a pleasure to work on both the front end of their website in devising an online loyalty scheme and in improving the site’s usability, as well as on the back end in creating the new warehouse management system to optimise the fulfillment of orders. It is activity which is set to provide nails inc with an ecommerce platform that will enhance the entire customer journey and therefore help drive long term sales.”


Media contacts:
Ben Powell at Loudmouth PR: Tel: 020 7981 9859, e:
Susan Perolls at Loudmouth PR: Tel: 020 7981 9858, e:

About Tangent Communications Plc
Tangent Communications plc (AIM: TNG) combines technical, creative and marketing expertise to deliver increased revenue, accountability and cost efficiency for clients across web, email, mobile and print.

The group operates across four divisions: Tangent One is a full service e-commerce and digital communications agency; Snowball (formerly Tangent Direct) offers a full range of data driven multi-channel customer relationship management solutions; Tangent Labs provides leading edge technical and software development; and T/OD offers bespoke on demand digital print.

The company employs over 170 people, with annual sales in excess of £15 million and a blue-chip client base which includes ATS, Bang & Olufsen, Citroen, Dunhill, Gala Coral, Greene King, Next, O2, P&G, Trailfinders and Wolseley to name a few. For more information visit

Ben Powell Associate

Published on: 2:11PM on 4th February 2010