BergHOFF GB is the exclusive UK distributor of Eurocast Professional Series Cookware. This is a high end cookware series produced in Europe. BergHOFF have a long standing success story across the UK. They attend markets and events, demonstrating their products. This marketing model had served BergHOFF well until the Coronavirus Pandemic restricted their ability to continue attending events. These included the BBC Good Food, Ideal Home and Grand Designs live shows. BergHOFF needed to diversify how they sold their products, to adapt to the changing situation. They wanted to understand how difficult it would be to diversify their sales operation, and move away from their traditional business model.
BergHOFF had an ecommerce webstore that took customer orders. This webstore was boosted by PPC campaign activity. However, BergHOFF had concerns that it was not up to scratch. The impossibility of attending tradeshows during the Coronavirus pandemic meant that a much higher proportion of customers were attempting to purchase products through the website than ever before.
Gumpo conducted an initial review of the site with BergHOFF, and we determined that their user experience could be improved. They wanted to change the site to not only attract new customers, but also to add value to existing customers.
The existing user journey was found to be too difficult for new visitors to the site. Customers could make orders on the site, but they found the process more difficult than it should have been. As a result, Gumpo wireframed out a new user journey, that would make the site more engaging, easier to use and with an improved functionality.
The result was a new website with fresh design & build which was completed in 3 months. The site improvements meant it was ready for some broader, integrated marketing activity including email & social media marketing, PPC and SEO optimised content. The new design was rolled out across all the marketing channels which boosted the BergHOFF brand. The project went live during lockdown when they were unable to promote at shows with the result that online orders increased by 20% with the help of heightened PPC activity.
As a result of the increase in online orders and new marketing strategy created by Gumpo, BergHOFF were happy to hand over all management of their online web & marketing activity. The latest emails using the new strategy, fresh designs and best practice generated 15 % more revenue than previous email activity generated by the client.
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