Twinings Web Design and Build

Creating the Ultimate Customer Experience for Tea Lovers

Twinings has been bringing the finest teas and freshest flavours to the lives of UK consumers for over 300 years, making it one of the UK’s most trusted brands with a global following of tea enthusiasts in over 100 countries. The Twinings team needed a flexible and functional e-commerce platform that would bring the story behind the brand to life. We built a site underpinned on user centred principles that offer personalisation and automated marketing capabilities. The solution is incredibly efficient for the Twinings team to manage, and we continue to work with the brand to support and develop its digital offering.

Telling the Brand Story

The essence of the digital strategy is to provide customers with a flavour of the Twinings brand and experience and to nurture not only sales, but brand loyalty and advocacy too. This was achieved through long-form content for key products to illustrate their heritage and style and demonstrate the high-quality ingredients as a luxury product to be enjoyed. We’ve created a site that now enables Twinings to create content to engage a loyal following and build a community of tea lovers. The Darjeerling page is an excellent example of how Twinings have achieved this. The history of the tea is conveyed through photography, illustrations and text designed to encourage exploration and engagement. The site is a reflection of the exclusive experience that visitors receive at the flagship store on London’s Strand through insight into the brand’s extensive range.

Understanding the User Experience

With a clear vision of a compelling user journey, Twinings worked with our strategists to solidify navigation and functionality with wireframes and live prototypes. We’ve considered the challenges of the wide range of possible journeys a customer may take with Twinings and created personas for key audiences to make their experiences as tailored and smooth as possible.

By using Kentico’s personalisation and automated marketing functionality, scenarios were built and personalised content and targeted emails have been created for an optimised user journey. This, in turn, encourages return visits, increasing loyalty and sales.

Visually Stunning

Beautiful photography and design create a strong visual impact for a highly engaging and enjoyable way for customers to purchase products online. An exclusive look has been created through the use of rich colours to reflect the premium nature of the products, and lifestyle imagery reinforces the brand’s association with British high society.

The use of white space enables the visitor to focus on the products and explore the range, and a delicate look has been achieved to mirror the elegance of tea drinking. High-quality imagery of the products is part of the site’s appeal, naturally encouraging the customer to explore the site.

Seamless Integration and Ease of Use

We integrated the site with enterprise resource planning (ERP) and delivery systems, SAP and MetaPack to communicate in real time for a seamless flow of data to enhance operational efficiency. The site has been developed to make it as simple as possible for the Twinings team to use to ensure they can update their hundreds of products quickly and easily.

Excellent Results

Mixing heritage with market-leading innovation and style, Ridgeway has produced an online e-commerce experience for both trade and consumers that nurtures not only sales but builds brand loyalty and advocacy all through one integrated content management, e-commerce and marketing platform.

Award-Winning Performance

This is the growth that we have seen over the most recent Christmas period from 1st October to 25th December compared to the same period in the previous year:

• 20% Increase in revenue
• 13% Increase in e-commerce conversion rate
• 16% Increase in transactions

It’s a Winner!

The website was awarded Best E-Commerce Site & Global Site of the Year at the Kentico Site of the Year awards, the Wirehive E-Commerce Site of the Year, and has contributed to our e-commerce victory at the RAR Digital Awards.