Churchill China increases user engagement by 29% and page views by 35% with new commerce website and targeted digital marketing
Client overview
Churchill is a premium supplier of high-quality tableware for the hospitality industry, boasting a rich history of excellence since 1795. Based in the UK, Churchill serves hospitality establishments in over 70 countries around the globe. Their dedication to quality and customer service, combined with a commitment to innovation, ensures that they offer a wide range of products that meet the demands of a competitive market.
We've worked closely with Churchill on multiple projects since 2016, focusing on enhancing their digital presence in areas including support, hosting, a Drupal site rebuild, and digital marketing initiatives. This ongoing relationship has been instrumental in driving their customer engagement and operational efficiency.
We've worked closely with Churchill on multiple projects since 2016, focusing on enhancing their digital presence in areas including support, hosting, a Drupal site rebuild, and digital marketing initiatives. This ongoing relationship has been instrumental in driving their customer engagement and operational efficiency.
The challenge
As Churchill continued to grow, they needed to streamline their digital operations while maintaining a strong brand identity. Their existing platform proved to be non-intuitive and cumbersome for managing their extensive catalogue of over 2,300 products.
Key challenges included difficulty managing a large and complex product range, an outdated user experience that did not meet the needs of a mobile audience, and the necessity of a website that could cater to both commercial and consumer audiences effectively.
Recognising these challenges, Churchill required a modernised website that could improve user experience and operational capabilities while supporting future growth.
Key challenges included difficulty managing a large and complex product range, an outdated user experience that did not meet the needs of a mobile audience, and the necessity of a website that could cater to both commercial and consumer audiences effectively.
Recognising these challenges, Churchill required a modernised website that could improve user experience and operational capabilities while supporting future growth.
The approach
To build Churchill's online presence and drive sales, our work focused on two key elements: the development of a new commerce website and targeted digital marketing initiatives.
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Commerce website development:
We crafted a user-friendly eCommerce platform using Drupal that was explicitly designed to enhance the shopping experience. The new site includes streamlined navigation and comprehensive product listings, making it easier for customers to find what they need. -
Responsive design implementation:
Recognising that many users access the site via mobile devices, we ensured that the website was fully responsive. This enhancement enables seamless browsing and purchasing across all devices. -
Enhanced information architecture:
The website's structure was meticulously planned to present a clear and logical hierarchy, making it simple for users to navigate the extensive product range. We integrated strategic search filters to help customers quickly find specific items. -
Integrating digital marketing strategies:
Alongside the website launch, we implemented a digital marketing plan that included SEO optimisations and targeted email campaigns. These efforts focused on driving traffic to the new site while ensuring the messaging resonated with existing and potential customers. -
Collaboration and training:
Our team worked closely with Churchill’s staff, providing training on the new site features and functionalities. This partnership ensured that they were confident in managing their content and marketing efforts effectively.
The results
The implementation of the new commerce website, alongside focused digital marketing strategies, has generated tangible results for Churchill, reflecting their commitment to enhancing customer engagement.
These outcomes highlight how the combination of a newly developed commerce website and effective digital marketing strategies has empowered Churchill to better engage with customers, streamline operations, and drive sustained growth.
These outcomes highlight how the combination of a newly developed commerce website and effective digital marketing strategies has empowered Churchill to better engage with customers, streamline operations, and drive sustained growth.
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The new site has attracted a larger audience, enhancing brand visibility and engagement.29%increase in users
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The improved user experience has encouraged visitors to explore more content and product offerings.35%increase in page views
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Enhanced navigation and site design have led to fewer visitors leaving the site shortly after arrival, indicating higher satisfaction levels.7.5%reduction in bounce rate
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Optimising site performance has resulted in faster loading times, improving the overall user experience and encouraging repeat visits.38%reduction in load time