Ongoing digital transformation of a 310-year old retailer

The Challenge

Since 2014, Red Badger has worked with Fortnum & Mason to drive business growth through digital transformation, via an ongoing programme of tech initiatives across the website that helps make everyday special for customers across every touchpoint. The focus since then has been on increasing the awareness and accessibility of Fortnum's wide range of products, and one particular category stood out as needing improvement: tea.

Fortnum & Mason is famous across the globe for its dedication to supplying the finest quality selection of tea, but the online experience needed more visibility to drive interest and revenue, and to share that impressive breadth with online customers in a new, innovative way. In essence, the gifting and curatorial elements that already existed with hampers needed to be brought to the tea consumer journey.

The Results

With less time waiting and more time browsing, server response times dropped from 3 seconds to 0.6, and the work helped the website deliver its biggest sales day, week and month in the last quarter of 2016.

Since the Tea Experience launched in March 2017, it has driven an 11% increase in new customers and a 33% increase in existing customers versus the previous year, an 8% increase in conversion rate, a 39% increase in average order value, and a 21% improvement in average page load times.

Red Badger is the product transformation consultancy for blue chips. Our product design capabilities and technical pedigree build high-performance digital platforms that get you closer to your customers and embed new ways of working. Your journey to an agile, innovative digital product organisation starts today.