Taylor of Old Bond Street - Digital Audit

🪒 Verdict: a 170-year heritage brand with untapped digital potential

Taylor of Old Bond Street is one of the most iconic grooming houses in the world. Since 1854, the brand has been synonymous with British luxury and craftsmanship, operating from the heart of London's Jermyn Street. With a perfect 5/5 on Trustpilot across 453 reviews, a well-configured Shopify store, and an active Facebook Pixel, the technical foundations are solid. The real opportunity lies in content-driven growth: the shaving tutorial niche is massive on TikTok and YouTube (millions of views), yet TOBS has barely scratched the surface. The heritage story, the craftsmanship, and the 18+ fragrance range are a content goldmine waiting to be activated. Combined with targeted Google Ads, a loyalty programme, and international e-commerce expansion, the brand could significantly scale its online revenue.

5.0

Trustpilot /5

453

Trustpilot Reviews

1854

Founded

18+

Fragrances

Shopify

Platform

£30+

Free UK Delivery

5.0

Trustpilot

453

Trustpilot Reviews

170yr

Heritage

18+

Fragrances

Yelp Reviews

Pixel

FB Pixel Active

🏛️ Heritage: your strongest asset ▼

170 years of British grooming excellence

The story of Taylor of Old Bond Street is a marketing asset that money cannot buy. In a market flooded with new D2C brands, having an authentic 1854 origin story is an unmatched competitive advantage. Yet this heritage is underrepresented in the brand's digital presence.

1854

Jeremiah Taylor establishes a gentleman's barbershop in London, beginning a tradition of English grooming excellence.

Early 1900s

The house becomes a destination for aristocrats and gentlemen, earning a reputation for bespoke shaving products and impeccable service.

Jermyn Street Era

TOBS secures its home on 74 Jermyn Street, London's most prestigious street for menswear, alongside Turnbull & Asser, Floris, and other heritage brands.

Today

A global e-commerce brand with 18+ signature fragrances, from the iconic Sandalwood to Eton College, combining tradition with a modern Shopify store and worldwide shipping.

🏛️

Why heritage is a decisive digital advantage

Consumers increasingly seek authenticity over novelty. A brand founded in 1854 triggers immediate trust. In SEO terms, content about the brand's history can rank for hundreds of long-tail keywords ("best traditional shaving cream UK", "classic English grooming brands") with virtually zero competition. This story should be front and centre across every digital touchpoint.

📝

This story deserves a dedicated /heritage page

A richly illustrated page covering the brand's founding, the Jermyn Street legacy, the evolution of each fragrance, and the craftsmanship behind the products would become one of the highest-performing pages on the site. Target keywords: "Taylor of Old Bond Street history", "best British grooming brands", "Jermyn Street grooming". Estimated organic potential: 800-2,000 visits/month.

🔍 Site & SEO ▼

Shopify store: solid foundations, room to grow

The site tayloroldbondst.co.uk runs on Shopify, which is a strong choice for e-commerce. Google Analytics, GTM, Facebook Pixel, and customer chat are all active. The technical stack is well configured. The growth opportunity is in content, SEO, and conversion optimisation.

✅

Shopify with GA, GTM & Facebook Pixel active

The analytics and tracking infrastructure is in place. This means every campaign, ad, and visit can be measured and attributed. A strong starting point for data-driven growth.

✅

Customer chat and click & collect available

Live chat reduces cart abandonment by up to 30%. Click & collect from the Jermyn Street boutique creates an omnichannel experience that competitors selling online-only cannot replicate.

✅

Free UK delivery over £30

A competitive threshold that encourages higher basket values. The average shaving cream is £12-18, so customers naturally add items to hit the free delivery mark.

SEO opportunities

📜

Blog & content strategy: the biggest growth lever

The grooming and shaving niche has enormous search volume: "how to shave properly" (12,000/mo), "best shaving cream" (8,000/mo), "wet shaving guide" (3,500/mo). A well-executed blog with guides, tutorials, and fragrance stories could drive 5,000-15,000 organic visits/month within 12 months, each visitor being a potential customer.

🪒

Product page SEO: fragrance-level optimisation

Each of the 18+ fragrances (Sandalwood, Eton College, Mr Taylor, St James, Jermyn Street) should have a richly detailed product page with scent notes, usage tips, and comparison tables. Target: "Taylor of Old Bond Street Sandalwood review", "best sandalwood shaving cream". These pages rank well and convert directly into sales.

🗺️

Local SEO: "grooming shop Jermyn Street"

Being on Jermyn Street is a SEO goldmine. Content targeting "Jermyn Street shops", "luxury grooming London", "best barber shops St James" can capture tourists and locals alike. A dedicated /visit-us page with directions, nearby landmarks, and the in-store experience would rank well and drive footfall.

Target keywords

Keyword	Est. Volume/month	Competition	Target page
"best shaving cream"	~8,000	Medium	Blog guide
"wet shaving guide"	~3,500	Low	Blog guide
"luxury shaving products UK"	~1,800	Low	Collection page
"Taylor of Old Bond Street"	~6,000	Very low	Homepage
"sandalwood shaving cream"	~2,400	Low	Product page
"Jermyn Street shops"	~1,200	Very low	/visit-us
"grooming gift set men"	~5,200	Medium	Gift sets page
Total addressable search	+28,000/month

Technical audit notes

⚡

Core Web Vitals & page speed

Shopify stores can suffer from slow load times due to unoptimised images and third-party scripts. Ensuring all images are in WebP format, lazy-loaded, and that the PageSpeed score exceeds 85 on mobile is critical. Each extra second of load time costs ~7% in conversions.

📱

Mobile conversion optimisation

Over 65% of e-commerce traffic is mobile. The Shopify store should have a sticky "Add to Cart" button, product images that zoom on tap, and a streamlined checkout. Adding Apple Pay and Google Pay (if not already active) can increase mobile conversion by 20-30%.

📍 Google Business Profile ▼

Dominate "luxury grooming London" on Google Maps

For a physical boutique on Jermyn Street, Google Business Profile is essential. 46% of all Google searches have local intent. Tourists searching for "grooming shop near me" or "Jermyn Street shopping" should see TOBS in the top 3 of the Local Pack.

✅

Strong Trustpilot reputation: 5/5 with 453 reviews

A perfect score across hundreds of reviews is exceptional. This social proof should be prominently displayed on the site and referenced in the Google Business description. It builds instant credibility with new visitors.

📸

Professional photos of the boutique

Google Business listings with 100+ photos receive 520% more direction requests. The Jermyn Street storefront, the product displays, the wood-panelled interior, the brushes and razors, the personal shopping experience: every angle is a photo opportunity. Target: 50+ professional photos in the first month.

📅

Weekly Google Posts

Publish 2-3 posts per week directly on the Google Business listing: new product launches, seasonal gift guides, fragrance spotlights, click & collect reminders. These posts appear in Google Maps and Search and boost listing visibility by 35%.

❓

Proactive Q&A section

Pre-fill common questions: "Do you offer razor sharpening?", "Can I get a personal shopping appointment?", "Do you ship internationally?", "Which shaving cream is best for sensitive skin?". Each answered question is an additional keyword indexed by Google.

Attributes to complete

Services: click & collect, personal shopping, re-bristling, razor sharpening
Product highlights: shaving creams, brushes, razors, gift sets
Opening hours: Mon-Sat 9am-5:30pm, confirm on all platforms
Website link: ensure it points to the correct landing page
Photos: interior, products, storefront, team

📱 Social Media ▼

Instagram, Facebook, TikTok & YouTube: content that converts

The grooming and shaving niche is experiencing a major renaissance on social media. Shaving tutorials on TikTok regularly hit millions of views. TOBS has the products, the setting, and the expertise to become a dominant voice in this space.

📸

Active Instagram @tayloroldbondst & Facebook presence

The accounts are established. The next step is shifting from occasional product shots to a structured content strategy that mixes education, heritage storytelling, and product showcasing.

🎬

TikTok & Reels: shaving tutorials are viral content

The #shaving hashtag has 3B+ views on TikTok. A 30-second video showing a proper wet shave using TOBS Sandalwood cream, filmed in the Jermyn Street boutique, is exactly the kind of content that goes viral. 3-4 Reels/TikToks per week could build an audience of 10,000+ followers within months, each one a potential customer.

🎥

YouTube: long-form grooming guides

"How to get the perfect shave" and similar queries generate massive YouTube traffic. TOBS could produce 5-10 minute guides featuring their products, filmed in the boutique. Each video lives forever and drives sales year after year. Competitors like Geo F Trumper and D.R. Harris have minimal YouTube presence, leaving the field wide open.

🎶

Recurring content series

"Fragrance of the Week": spotlight one of the 18+ scents with tasting notes and pairing suggestions
"Shave of the Day": a satisfying 30s wet shave Reel (ASMR vibes)
"Behind the Brush": how products are made, the craftsmanship angle
"Jermyn Street Life": the neighbourhood, the tradition, the London lifestyle
"Customer Favourites": user-generated content and reviews turned into posts

🤝

UGC & barbershop partnerships

TOBS products are already used by barbers worldwide. A partnership programme with barbershops (featured barber of the month, branded content, wholesale + social deal) creates an army of micro-ambassadors. Encourage customers to post their shaving setups with #TOBS and repost the best content.

Sample weekly content calendar

Day	Content	Format	Platform
Monday	"Fragrance of the Week" spotlight	Carousel / Story	Instagram + Facebook
Tuesday	"Shave of the Day" ASMR Reel	Reel 30s	Instagram + TikTok
Wednesday	Grooming tip or myth-busting	Reel 15-30s	Instagram + TikTok
Thursday	"Behind the Brush" craftsmanship	Reel / Carousel	Instagram + TikTok
Friday	Weekend gift guide or seasonal promo	Story + Post	Instagram + Facebook
Saturday	"Jermyn Street Life" boutique tour	Reel / Story	Instagram + TikTok
Sunday	Customer UGC repost / best-of	Story + Repost	Instagram

📣 Advertising: Google Ads, Meta Ads & TikTok ▼

Paid acquisition across three channels

TOBS has three distinct ad angles: luxury gifting (Christmas, Father's Day, Valentine's), everyday grooming (replenishment, new customers), and in-store experience (London visitors, tourists). Each angle reaches a different audience.

🔍 Google Ads (Search & Shopping)

🛒

Google Shopping campaigns

Product Listing Ads (PLAs) for "shaving cream", "shaving brush", "grooming gift set" put TOBS products directly in front of buyers with purchase intent. With a well-optimised product feed, the ROAS for luxury grooming products typically ranges 5-10x. Recommended test budget: £500-1,000/month.

🎁

Seasonal campaigns: gifting peaks

Father's Day, Christmas, and Valentine's Day are massive for men's grooming gifts. Running dedicated Search + Shopping campaigns 3-4 weeks before each peak with "grooming gift set", "men's luxury gift", "shaving set gift" can capture high-intent buyers. These seasonal bursts alone can generate £10,000-30,000 in additional revenue per event.

📱 Meta Ads (Instagram & Facebook)

🎬

Video ads: the boutique experience

Short-form video ads (15-30s) showing the in-store experience, a satisfying shave, or the unboxing of a gift set perform exceptionally well on Meta. Targeting: men 25-65, interests in luxury lifestyle, grooming, traditional shaving. Budget: £500-1,000/month. Expected ROAS: 4-8x.

🎯

Retargeting: recover abandoned carts

With the Facebook Pixel already active, retargeting ads for people who visited the site but did not purchase can recover 10-15% of lost sales. Show them the exact products they viewed, add a "free delivery" reminder, and watch conversion rates climb.

🎵 TikTok Ads

📲

Spark Ads: boost organic shaving content

TikTok Spark Ads let you boost existing organic videos to a wider audience. A viral-style shaving tutorial filmed in the boutique, boosted with £200-500/month, can reach 100,000-500,000 views and drive significant traffic and sales, especially among the 25-40 male demographic discovering wet shaving.

Estimated advertising ROI (monthly)

Channel	Budget	Est. Orders	Revenue	ROAS
Google Search + Shopping	£500-1,000	60-150	£2,000-7,000	4-7x
Meta Ads (video + retargeting)	£500-1,000	50-120	£1,800-5,500	3-6x
TikTok Spark Ads	£200-500	30-80	£1,000-3,500	5-7x
Influencer / barbershop partnerships	£300-600	50-200	£2,000-9,000	5-15x
Total	£1,500-3,100	190-550	£6,800-25,000	4-8x

*Estimates based on an average order value of £35-45 and UK luxury grooming benchmarks.

💡 7 Growth Opportunities ▼

7 levers to scale TOBS digitally

1️⃣

Content engine: blog, guides & shaving tutorials

The wet shaving niche has 28,000+ monthly searches in the UK alone. A blog with guides like "How to get the perfect wet shave", "Sandalwood vs Eton College: fragrance comparison", and "The complete grooming gift guide" can drive 5,000-15,000 organic visits/month within 12 months, converting readers into buyers.

2️⃣

TikTok & YouTube: own the shaving tutorial space

Shaving tutorials are ASMR gold. TOBS has the perfect setting (Jermyn Street boutique), the perfect products, and the perfect story. A consistent 3-4 videos/week strategy can build a massive audience. Competitors in this space are surprisingly quiet, leaving a wide-open lane.

3️⃣

International e-commerce expansion

TOBS products are already shipped worldwide, but the site and marketing are primarily UK-focused. Targeted campaigns for the US, EU, and Middle East (where traditional grooming is prized) could unlock significant new revenue. Consider localised landing pages and currency-specific pricing.

4️⃣

Loyalty & subscription programme

Shaving cream is a replenishment product: customers buy the same fragrance every 2-3 months. A subscription model ("Subscribe & Save 10%") creates predictable recurring revenue and increases lifetime value. Combined with a loyalty programme (points, exclusive scents, early access), this locks in customers.

5️⃣

Seasonal gifting campaigns (Father's Day, Christmas)

Men's grooming is one of the top gifting categories. Dedicated landing pages, gift set bundles, personalisation options (engraving, gift wrapping), and seasonal Google Ads can capture a massive share of gifting spend. TOBS gift sets are perfectly positioned for this.

6️⃣

Barbershop partnership programme

Thousands of barbershops use or would love to use TOBS products. A formal partnership programme (wholesale pricing + marketing kit + featured barber spotlight) creates an army of brand ambassadors. Each barbershop recommends TOBS to dozens of clients daily.

7️⃣

Amazon UK optimisation

Many customers discover grooming products on Amazon first. Having a well-optimised Amazon UK presence with A+ content, brand store, and targeted Amazon Ads ensures TOBS captures demand from the largest e-commerce marketplace. This channel alone can represent 20-40% of online revenue for grooming brands.

Estimated impact over 6 months

Metric	Today	In 6 months
Organic site visits/month	Moderate	+5,000-15,000
Monthly online orders	Baseline	+150-400
Social media followers	Current base	+5,000-15,000
Email subscribers	-	2,000-5,000
Google ranking "best shaving cream UK"	Variable	Top 10
International revenue share	Low	15-25%
Estimated additional monthly revenue	-	£8,000-30,000

🛠️ Custom Digital Tools ▼

Tools designed specifically for Taylor of Old Bond Street

Beyond strategy, we build practical tools that integrate into your daily operations and drive measurable results.

🪒

Fragrance Finder Quiz

An interactive quiz that recommends the perfect TOBS fragrance based on customer preferences.

5-7 questions: skin type, scent preferences, occasion
Personalised recommendation with product link
Email capture at the end (grows mailing list)
Shareable result for social virality
Embeddable on site, social, and ads

🔗

Centralised Link Hub

A branded landing page that consolidates all TOBS touchpoints in one URL.

Shop: direct links to bestsellers and new products
Visit Us: Jermyn Street location, hours, click & collect
Book: personal shopping appointment
Reviews: Trustpilot, Google, social proof
Social: Instagram, Facebook, TikTok
Perfect for Instagram bio, business cards, and ads

⭐

Review Aggregator Dashboard

A unified view of all customer reviews across every platform.

Centralised feed: Trustpilot, Google, Yelp, Amazon
Real-time alerts for new reviews
Response templates for consistent brand voice
Sentiment tracking week-over-week
Identify product feedback trends automatically

📧

Email & CRM System

Automated email flows that turn one-time buyers into loyal customers.

Welcome series: brand story + first purchase guide
Replenishment reminders: "Time to restock your Sandalwood?"
Seasonal campaigns: Father's Day, Christmas gift guides
VIP segmentation: high-value customers get early access
Abandoned cart recovery (automated, high ROI)

🔁

Subscription & Loyalty Programme

A subscribe-and-save model with loyalty rewards built in.

Subscribe & Save 10%: auto-ship every 2-3 months
Loyalty points: earn on every purchase, redeem for products
Exclusive perks: early access to new fragrances, limited editions
Referral programme: invite a friend, both get a reward
Dashboard tracking subscriber metrics and churn

📊

Performance Analytics Dashboard

Real-time KPIs across all channels in one place.

Revenue: daily, weekly, monthly by channel
Ad performance: ROAS, CPA, CTR across Google, Meta, TikTok
SEO tracking: keyword rankings, organic traffic growth
Social metrics: engagement, follower growth, content performance
Automated weekly report delivered by email

💼 Aaron Besnainou Expertises ▼

From strategy to execution

We cover the full chain: tech, marketing, automation, data. Here is what we deliver for our clients every day.

📱

Web & Mobile Applications

Apps, SaaS, management systems. Modern stack, scalable, in production.

🌐

Websites & E-commerce

Shopify, headless, custom builds. SEO-optimised, conversion-focused.

🔄

Automation & Workflows

Email, CRM, inventory, reporting. We automate the repetitive so you can focus on craft.

🎯

Meta Ads, Google Ads & Performance

Google Shopping, Meta, TikTok. Targeting, A/B testing, ROAS optimisation.

📈

SEO, Growth & Acquisition

Search rankings, content strategy, automated prospecting, multi-channel growth.

🛠️

Chatbots & Custom Tools

WhatsApp bots, dashboards, intelligent CRMs. In production, not prototypes.

📊

Data, Analytics & Reporting

Real-time dashboards, KPI tracking, automated reporting.

🎓

Training, Audit & Consulting

Full digital audits, hands-on workshops, strategic advisory.

Learn more at aaronbes.com

💭 What would help you most?

Tell us which areas interest you. We will come back with a tailored proposal.

🔍 SEO & Content

💰 Google Ads

📱 Social Media

🎬 TikTok & Video

📧 Email & CRM

🎁 Loyalty Programme

🌍 International

💬 Other

🪒 Shall we discuss, Nicholas?

Taylor of Old Bond Street has 170 years of heritage, a perfect Trustpilot score, a prime Jermyn Street location, and products loved worldwide. The digital opportunity is enormous. 15 minutes is all it takes to outline a plan.

💬 Chat on WhatsApp 📅 Book a call

🪒 Taylor of Old Bond Street - Digital Audit