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Lee Cooper Turns Brand Heritage Into Shoppable Journeys With Terrific Timeline
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Lee Cooper, the original British denim brand’s eCommerce arm, selling jeans and lifestyle apparel across France. Their “Notre Histoire” page presents a century-plus of milestones and collaborations (Rolling Stones, Gainsbourg, Birkin) to reinforce brand equity.
+33%
Session duration
1.7×
Products viewed per visit
+39%
PDP visits per 100 sessions
+42%
Revenue per 1,000 page views
The starting point
Lee Cooper wanted heritage storytelling to do real eCommerce work: inspire, then send shoppers straight to the right product page without breaking the browsing flow.
Challenges
- Inspiration vs. conversion gap: Heritage content lived apart from shopping paths; traffic inspired by the story didn’t always reach the right PDP.
- Mobile attention is fleeting: Static content under-performed against short, vertical video behavior.
- Operational friction: Adding “Shop the Look” links to content required coordination across brand, merch, and dev.
“Editors pin a clip, add a CTA, and route to the exact PDP in seconds. No dev ticket needed.”
— Anne-Laure Lebrun, Digital Marketing Manager, Lee Cooper France
The Solution
A living, shoppable brand story embedded on Lee Cooper’s site. Editors curate a chronological feed and attach:
- “View Product” CTAs that jump directly to relevant PDPs.
- Inline article links for deeper storytelling (blog, lookbook, collabs).
- Event tracking for every swipe, tap, and click for clean attribution.
Why this works in eCommerce (not just “content”)
- Feels like social, lives on your domain, so every swipe is your traffic and your data.
- Action on every frame: add-to-cart, “see product,” newsletter join, or size-finder links are all native to the feed.
- Performance-friendly: one <20 KB lazy-loaded script keeps Core Web Vitals healthy on mobile.
“We tag each card to a SKU or variant, so merch can push the exact wash or fit we want to sell that week."
— Anne-Laure Lebrun, Senior Merchandiser, Lee Cooper France
Results
With Terrific Timeline integrated on their site, Lee Cooper transformed the way customers interact with their products. Shoppable video feeds allow visitors to browse the latest collections in a format that feels like social media, while remaining fully on-site.
The brand gained full control over the customer journey, guiding shoppers from inspiration to product page seamlessly. Editors and marketers can highlight key products, launch campaigns quickly, and track engagement in real time. This approach has increased product discovery, strengthened audience engagement, and enhanced the overall shopping experience, all while keeping traffic, attention, and revenue on Lee Cooper’s own website.
“Story first, shopping second—but on the same page. That’s how we’ve lifted product page views from heritage content.”
— Anne-Laure Lebrun, Head of Brand, Lee Cooper France