R&R Country wanted to drive more online revenue, but were struggling with conversion rates and also declining organic search visibility in a competitive industry. A new site focusing on user experience and SEO would be required to make significant headway in a crowded market.
Stock management between two brick-and-mortar stores (Selby and Melton Mowbray) and ecommerce website was also causing problems. Stock levels were so out of sync between instore and online channels, products were sold online that were actually out of stock! This was an obvious pain point for customers and sales staff.
A key project aim was to address stock management and synchronisation issues with seamless updates between online and in-store channels. Content management on the new website also needed to reduce overheads associated with maintaining 1800+ categories on multiple platforms.
F G Adamson & Son tenía una serie de requisitos complejos:
In September 2018, Herd undertook an initial website audit and competitor analysis to highlight shortcomings of the existing site and internal processes. This informed a digital strategy to overhaul the ecommerce experience, make content management easier, and address stock synchronisation issues.