Award-winning
The Brief
Timothy Taylor is a well-known traditional British brewery based in Keighley, West Yorkshire. Founded in 1858, it's one of the UK's oldest family-owned breweries and has a strong reputation for producing high-quality, cask-conditioned ales.
Highly respected in the UK pub scene, especially among fans of real ale and traditional English beers, Timothy Taylor’s beverages are found in good cask ale pubs and are known for their consistency and quality.
Timothy Taylor’s had been trading online for some time. Customers could buy POS items and branded clothing – fans were intent on showing their love for these quality beers by wearing merchandise and owning the beer mats and bar towels they see in pubs. Supermarket listings were becoming harder and harder to obtain, and shops were continuing to discount premium bottled ales extremely heavily. This meant that the gulf between off-trade and on-trade pricing became wider, and people chose to drink at home instead of visiting pubs.
It was imperative for Timothy Taylor’s to have a first-class ecommerce site and as a business they were constantly reviewing their online presence to stay ahead of the curve. Timothy Taylor’s also needed digital marketing services with a focus on SEO and HTML email template designs.
The Approach
Timothy Taylor's enlisted our help to reimagine the look and feel of its webshop, and optimise how they sold their beers and other products through online channels.
Built on the leading BigCommerce platform, we conducted a complete overhaul of the branding and design of Timothy Taylor’s online store, with the key aim of tying in more closely with their main website and optimising for mobile users, who accounted for most of their online traffic.
Highlights
Powerful, Robust and Secure BigCommerce Platform
The Software as a Service platform delivers rich functionality, an exciting product roadmap and maximised site performance, never impacted by peak traffic spikes.
Timothy VIPint Loyalty Club
A sticky loyalty scheme awards ‘Taylor’s Tokens’ to customers after every transaction. Tokens are acquired through purchases, social media interactions and by sharing via email, and can be redeemed for money off future purchases. There is also a friend referral programme, meaning customers and their friends can enjoy £5 off.
Pick and Mix Box Options
Customers can select either 16 or 24-bottle variants of a pick and mix box. When building their box, they can simply select quantities of each brand to be included through a straightforward +/- function.
Unique Personalised Interface for both Bottled Beer and Glassware
Customers can type in personalised text and see a visual mock-up on a Landlord bottle in real time. Additional personalised brands mean customers can create bespoke mixed boxes, with multiple personalised text options on each bottle.
The Outcomes
Timothy Taylor's webshop offers a real platform for customer engagement, allowing their fans to truly interact with their favourite brand.
The Timothy Taylor’s ecommerce site was an immediate success, winning an award for the UK’s Best Independent Craft Brewery Webshop. It has continued to provide a first-class interface between fans of the brewery and its beers, enabling them to buy online easily, with repeat purchasing being rewarded with an exciting loyalty scheme.
Benefits
Conversion Rate Increase to 6.8%
The site converts significantly higher than the industry average of 1-4%
Bespoke Functionality Boosts Sales
The Pick and Mix Box functionality accounts for 17% of revenue
Loyalty Delivers Results
More than 19% of visitors return within 30 days
"Our amazing team, digital agency Agency51, and Keighley-based fulfilment centre have worked tirelessly to make sure our webshop is the best it could be for our loyal fans."
Scott Cameron, Senior Brand Manager at Timothy Taylor's Brewery
