Mystique Lingerie and Swimwear Unveil Brand New, Contemporary e-Commerce Website

33 years in Shrewsbury town centre and have now launched a state-of-the-art e-commerce website to help attract a new target audience

Mystique is Shrewsbury’s premier Lingerie, Swimwear and Nightware specialists situated in a lovely cobbled street, on the corner of Butcher Row in the beautiful historic market town of Shrewsbury.

The business has been trading 33 years and Debbie and Paul Carvell purchased Mystique in April 2019.

Debbie decided she wanted the business to move with the times and attract new customers and a younger demographic, so commissioned the building of a new e-commerce website.

Debbie comments:

“I brought the shop from the previous owners in April 2019. I was previously a primary school teacher so a bit of a career change! When the opportunity arose to buy Mystique, I was excited, having been a regular customer for many years, always dreaming of becoming my own boss and owning my lingerie business was a dream come true. Fashion and design have always been a big focus in my life.

I had a modest marketing budget for the first year and made the decision that Mystique needed to modernise and build an e-commerce website. Our lingerie and underwear are high end luxury products which are usually purchased in person – browsing, touching, feeling – but I knew Mystique needed a modern e-commerce site to broaden our customer base. Of course, a website in theory should mean anyone in the UK or Worldwide could purchase from us, especially if our luxury items start ranking organically in search engines.

Even if the website became an online brochure to browse the products, before a customer came to visit the shop and buy, I decided it was worth the investment.

The walk-in retail market has been a challenge since I took over Mystique. Huge local floods, Brexit and then Coronavirus! Despite this, I pressed on with my initial decision.

Debbie continues, “I chose The Web Orchard after being recommended them by someone who I trust a lot. I met with Pete and Simon and was impressed with what they had to say and being a local company was a real bonus too. I like to keep business local and I could do that with The Web Orchard.

We worked together during lockdown as I knew the retail walk in landscape would change for many months, so I was keen to have the e-commerce platform in place as quickly as possible.

I’m very impressed with the end result – they have delivered a very high quality and visual site, which shows off our luxury lingerie and underwear very well, to a standard where people may have the confidence to buy online.

Pete White, Director of The Web Orchard, adds “We always enjoy working in the fashion industry, especially with high end brands such as those sold by Mystique. The website and products look great and should help support the walk in retail sales and attract additional new customers for Mystique in these challenging times”

To see the new website, visit www.mystique.co.uk

Pickstock Foods Unveil Brand New, Contemporary Website

Pickstock Foods are a family run business with 30 years’ experience in processing quality British lamb and mutton in the beautiful Derbyshire countryside. Their 4 core values are reliability for customers, consistent quality products, prioritising animal welfare and minimising their environmental impact.

With a clear vision of what they wanted from a brand-new website and as a start-up business looking to make an impact, marketing manager Tamara Pickstock wanted an eye catching and fresh 2020 design with sharp images and clear, concise messaging.

“We opened in January 2020 and it was clear from the outset that if we wanted to expand our customer base, a brand new website was essential. As a family business, we love working with and supporting other local businesses. We searched for local, talented website designers in the Shropshire area and came across the Web Orchard.

The Web Orchard really stood out in the tendering process. Firstly, they were really likable people! That will always be important to us. They were very local and just the right size business to work with us, we were confident we would get the regular communication and rapport we were seeking in what would be an important and time-consuming three-month project. We loved their proposal – it was modern, clean and fully recognised our objectives. They had worked with other local agricultural companies so had a good understanding of our industry and what we wanted to portray to our customers.

Their pricing was fair – not the cheapest of the three, but not the most expensive. Whilst we had a budget in mind, we didn’t want to cut corners and compromise the quality, much like the actual products we supply.

Pickstock Foods and the Web Orchard agreed a 12-week timescale from kick off meeting to the website going live, it was important that this was achieved for the start-up business to promote the brand, as many web or IT projects can double or treble in length.

Tamara continues, “The website was ready after 11 weeks and I can’t stress enough just how approachable and helpful Pete and his team are at the Web Orchard. Whoever picked up the phone on the numerous calls knew exactly who I was and knew all about the project and who was working on what aspect. I’m really fussy but so pleased I kept it local and whilst they pretty much got everything right first time, nothing was too much trouble to amend.

I’m delighted and actually pretty proud with the end result. They provided some great training too, so I can post articles and update content.

We are still in close contact with the Web Orchard as we are using their SEO services – it is difficult to rank well organically, especially with a new website, but we are making steady progress with our chosen search terms.  A good business decision all round so far.”

Pete White, Director of the Web Orchard, adds “It was very apparent from the customer the importance of quality and sustainability within the business, we helped craft a modern looking WordPress website to accommodate this. We hugely enjoyed working with Pickstock Foods as their brief and vision was so clear, and we continue enjoy a close working relationship.”

Why now is the perfect time to refocus your E-Commerce Efforts

In March 2017 the UK Government published their Digital Strategy1, the document covers a broad array of digital considerations including connectivity, digital skills, digital start-ups and security. Section 4 talks about ways of helping every British business become a digital business, an area which takes additional importance due to the Covid-19 pandemic.

This spurred a number of initiatives aimed at helping close the digital skills gap and encouraging digital adoption. One initiative is the Productivity Council, established to drive engagement with business and improve productivity through appropriate use of digital technologies, whether this be maintaining an online presence, adopting cloud technologies or selling online.

In 2018, E-commerce in the non-financial sector contributed £688 billion to the UK Economy, rising from £582 billion in 2017 (ONS2). Given the general upward trend and with the Covid-19 pandemic it’s not hard to imagine this topping £1 trillion this year.

Many businesses do e-commerce very well, in fact in 2018, 20.5% of turnover of businesses with 10 or more staff was done online (ONS2). This still leaves almost 80% of business done through traditional means so it begs the question what is holding business back? Why are businesses not as digitally focused as they could be?

There are potentially a number of reasons:

  1. They lack the skills or know how in either setting up an online shop or how to manage the marketing aspects.
  2. They’ve dipped their toes in to e-commerce in the past but didn’t have the success they were expecting or got burnt by an agency who didn’t fully understand their market or offering.
  3. The perception that their customers are not online or looking to buy their products online.
  4. A general low priority afforded to digital transformation.

Covid-19 has presented a unique opportunity, people are having to buy more online. In the online grocery market alone, there is expected growth of 35% to £16.8 billion in 2020 (Mintel3) with other sectors following similar trends.

So what are the reasons for businesses to reevaluate e-commerce?:

  1. Improved technology – the systems and devices we use have improved massively over the past 20 years but a few key areas have specifically helped e-commerce:
    1. Smart phones and responsive websites – with smartphones in almost everyone’s pockets, people have the means to easily buy online wherever they are. This coupled with the move to responsive web design means that sites are designed for a range of devices and screen sizes. This has helped improve usability and as a result conversion rates.
    1. Better e-commerce platforms – many of the large e-commerce providers such as  WooCommerce, Shopify & Magento have become mature platforms. They support all the common features people need to sell online and are expandable into many complex and niche scenarios. This coupled with improved back end systems for functionality such stock management and CRM has made the whole process much smoother.
    1. Improved security – a focus on security across all aspects from payment gateways, browsers, operating systems and e-commerce platforms. This has helped give confidence to consumers.
  2. Decline in physical shop usage – the high street has taken a beating throughout the Covid-19 crisis:
    1. Shops have been closed or have reduced capacity & opening hours.
    1. A change in the way people work, more people are working from home and not in tows and city centres.
    1. Older generations being forced to adapt through shielding.
  3. More accessible ways to reach customers – mature online advertising platforms such as Facebook, Google Ads and LinkedIn make it much easier for businesses to reach their target audience.

So what is next?

The shift in consumer behavior may have long term lasting impact. Habits that people pick up and the ease of shopping online is likely to represent a permanent change. E-Commerce was a growing area already and it looks like this trend will continue and accelerate.

The UK is well positioned with expertise in selling online across the country and the UK government has identified the Digital Economy as a key growth area to support. Consumers are more willing than ever to use e-commerce and improved platforms have made setting up a site easier than ever.

If successful, increased digital adoption could play a crucial role in closing the UK’s productivity gap with its peers.

  1. https://www.gov.uk/government/publications/uk-digital-strategy
  2. https://www.ons.gov.uk/businessindustryandtrade/itandinternetindustry/bulletins/ecommerceandictactivity/2018
  3. https://www.mintel.com/press-centre/retail-press-centre/mintel-forecasts-online-grocery-sales-will-grow-an-estimated-33-during-2020

An edited version of this article featured on the Centre for the New Midlands.

The Centre for the New Midlands

Back in 2005 I was in my second year of University in Coventry, it was here I met Chris Smith. We both used some of our spare time working for the University showing prospective students around on open days. We would give talks and help them understand what the University and city had to offer.

Fifteen years later and we both have businesses, I’m Director of Information Solutions/The Web Orchard and Chris’ is Director for the Centre of the New Midlands.

Chris’ path had taken him to setting up a thinktank dedicated to the Midlands, a rare yet golden opportunity to help focus on the region’s development and how we can do things differently to build a brighter future.

As part of this vision is the areas digital future, a focus we’ve been able to assist with. In it’s first part, a website for the Centre and moving forward, assistance with digital transformation for businesses and organisations.

Coming out of the Covid-19 crisis the Midlands is going to face a new set of challenges. We strongly believe a number of these can be met with creative IT solutions, whether that will be through increased remote working or innovative web services.

We want to be part of the future success of the region, hence our work with Chris and the Centre has been so important. View website below:

Support Shrewsbury

We’ve had a great opportunity to work with Shrewsbury Business Improvement District in developing the website for Support Shrewsbury https://lnkd.in/gnuq2TT

The site is an online marketplace to give people the opportunity to buy vouchers and products for their favourite Shrewsbury businesses to help boost recovery after lockdown.

We worked on the technical aspects of the project, the challenge with the marketplace was ensuring that vendors had sufficient control over managing their store front and that the site kept an overall look and feel in keeping with the Shrewsbury branding.

The website was developed in conjunction with Shrewsbury BID, providing shops and businesses with income and support during lockdown.

New Website for ‘The Dabbers’

Based in Nantwich Cheshire with a large and loyal fan base, Nantwich Town Football Club required a new website that would enable fans to quickly access information on the club and the matches via their mobile devises, whilst allowing the Club’s media team to easily update information.

Wanting to support the growing level of traffic to the website, it was important that a new website would be simple to navigate whilst offering impact via engaging visuals. Above all else, Nantwich Town FC wanted to provide a better user experience for their fans.

Objective 

Tim Crighton, Director at Nantwich Town FC elaborates on the brief that was given to The Web Orchard:

“The old website was looking dated and wasn’t designed with mobile or tablet in mind. The digital world has moved on quickly in the last 5 years and now 75% of our website visitors view the site from a mobile device, mainly as a result of clicking on links from our numerous social media channels. We needed a modern website that looked good and gave a great user experience, on all devices, from mobile through to desktop.

We have over 10,000 social media followers on one platform or more, which helps generate more than 5,000 unique website visitors per month. Together with “Dabbers TV” which highlights points of every game, the amount of traffic on the website is growing month on month, so it was vital that a new website would be able to effectively support this.”

Method

Understanding the objectives of the project, the team at The Web Orchard produced an engaging website that ticked all the boxes.

Introducing a bold, bright new look that made the website instantly recognisable to the thousands of fans accessing the information, bold headings and imagery was included to encourage intuitive navigation around the site. A live Twitter feed was also added to the homepage to enable browsers to access real-time information without having to leave the website, whilst simultaneously boosting website rankings on Google.

Ensuring that all aspects of the Club had an equal presence to the 1st team football information, The Web Orchard built clear layout into the website’s design to encourage browsers to visit more and different points of interest, spending more time on the site. Including large menu options and navigation buttons helped to both suggest a journey through the website, whilst also providing ease of use to viewers accessing the site from a touch screen mobile devise.

The Web Orchard were ball sponsors at the match against Scarborough Athletic on the 14th September 2019 at The Weaver Stadium.

Result

Delighted with the end result, Tim concludes:

“Further the website’s launch we have been able to hear the positive reaction of fans on social media and in person within the stadium on match day. The feedback is brilliant so far, the supporters are very pleased and with google analytics showing a huge ride in traffic to the website and time spent on the website, we are absolutely thrilled.

The new website looks great, the user experience is superb and works well on desktop, tablet and mobile. We are very grateful to The Web Orchard who have certainly delivered a website that goes above and beyond the brief.”

View the website.

New Website for Kevothermal

A leading international manufacturer of vacuum insulation panels, Kevothermal appeals to a broad array of diverse markets. Selling to customers across the world it was vital that Kevothermal’s website complemented the excellent reputation of the organisation and supported its renowned high level of customer service.

Objective:

Portraying the company brand and service through a dated website for a number of years, Kevothermal were ready to upgrade and refresh their online presence.

Requiring a responsive website that would attract and engage new audiences, it was important that new customers were able to understand quickly what the company was and what it did. Offering a complex service whilst speaking to a range of industry sectors, it was vital that the website user could navigate easily through the website to find the information that was relevant to them. Wanting to retain viewers whilst increasing conversions, the new Kevothermal website needed to function as powerful sales and marketing tool.

Method:

Working closely with the team at The Web Orchard, Sales Manager at Kevothermal, Mark Launders talks about how the content and the design of the site was re-built with their customers firmly in mind;

“Focusing on the customer experience, we worked on making the information within the website easy to digest. Re-writing the content to make it more SEO friendly, the graphics and imagery selected for the website were specific to enabling quick understanding. This was important, as an internationally company communicating with people speaking a host of different languages, we needed techniques in place that would make that communication universal.”

Result:

Providing Kevothermal with a website that satisfied all the objectives, the organisation are now jeen to duplicate the design for their American website. Thrilled with final result, Mark concludes:

“The new website is fantastic and the service that we received from The Web Orchard was equally as impressive. Knowing us as a company and understanding what we would need in order to reach our objectives, made working in partnership with The Web Orchard very easy. They really did a great job.”

To view the Kevothermal website, please visit www.kevothermal.eu

Working in partnership with Innovise

Innovise is an international software solutions provider to the Cleaning, Guarding and Facilities Management industries. Working with organisations throughout the UK, Europe, Canada and America, Innovise is a leading supplier of workforce management & service delivery software, renowned for its innovation and cutting-edge technology,

The objective

Providing a portfolio of software solutions to a number of industry sectors across a growing number of countries, Innovise required a website that was able to clearly and effectively communicate with all of their audiences. Wishing to enable website visitors to easily understand the technology that they provide, the benefits of the solutions and to find the specific software package to match the web browsers needs, Innovise turned to The Web Orchard for assistance.

The method

Analysing the original customer journey and the user experience, The Web Orchard were able to identify ways in which to improve navigation through the website and engagement with the Innovise offering. Enabling people to effectively ‘self-serve’; learning about the different software solutions and selecting the one best suited to their needs, was a primary objective for Innovise. Creating clear pathways through the information, complemented with bold, simple infographics and imagery, provided the new website with a much easier route to sale. Working with Innovise, The Web Orchard edited and created new user-friendly content to sit within a layout that encourages click through to other areas of the site.

The result

Bright, engaging and fit for purpose, the final website developed by The Web Orchard and presented to Innovise satisfies all of the objectives. Complex information and confusing navigation has been transformed to provide a website that allows anyone, from any industry sector within any country to understand exactly what Innovise provide and how it will benefit their organisation.

Working in partnership with KiwiKit

Bringing innovative products to the UK market, KiwiKit is the UK’s premium supplier of New Zealand solutions to British farmers, fencing contractors and vetinary surgeons. Boasting a large and ever-growing portfolio of products, KiwiKit has built its reputation on the quality of its solutions and the value they add to an enterprise or lifestyle. Requiring a user-friendly website with the capacity to grow with the company and its audiences, Kiwi Kit sought out The Web Orchard for help.

The Objective:

Wanting to make browsing for and purchasing products as simple as possible for their audience, KiwiKit needed a website that would be intuitive and simple to navigate. Encouraging website users to spend more time on the site, exploring product ranges and viewing new and different areas, the website needed to be engaging both in its design and in its content.

The Method:

Working alongside KiwiKit, The Web Orchard designed a clear, clean website to enable fast, simple shopping. Built with the consumer firmly in mind, fresh design, informative imagery and intuitive grouping of information was implemented, to allow website browsers to easily find their way back to products of interest, each time they viewed the website. Pete White Director at The Web Orchard continues:

“As the primary sales tool for KiwiKit, it was vital that the website was designed to attract and then encourage people to buy the products featured on it. We also wanted to persuade people to browse through other product lines with the outcome being the purchase of extra or new products that they might not have considered before. Making the new website very clear in its layout and extremely simple to navigate, now enables KiwiKit to capture customers that might re-visit the site several times before making a purchase.”

The Result:

Promoting the brand as well as the offering of the organisation to its extensive audience, the website has proved extremely successful. Significantly increasing website traffic and sales since its launch, the team at KiwiKit are delighted with the results. Stephanie Rogers at KiwiKit elaborates:

“The new website has received nothing but positive feedback from colleagues and customers and we are thrilled with the tangible results that we are seeing. Our sales, as well as our website traffic has more than doubled since the new website has been live, which is fantastic and absolutely the outcome we were hoping for when we engaged the services of The Web Orchard. We now have a website that is attractive, accessible and most importantly, successful in doing the job that it was designed to do.”

To view the website please visit: www.kiwikit.co.uk

New Website for GKN

A world leader in the manufacturing of off-highway wheels and supplier of structural assemblies, GKN Wheels and Structures required a new website that would enable them to effectively engage with their global audience. Wanting to add greater impact to their online representation, GKN’s new website needed to both comply with corporate brand guidelines yet stretch the boundaries enough to produce a unique and visually exciting communications tool. GKN turned to The Web Orchard for help.

The Objective:

As a global organisation with 250 years of business heritage, the website needed to be clear and intuitive to use by everyone within its extensive multi-lingual audience. Providing an engaging yet simple user journey, the primary objective of the new website was to enable people to easily find the information they were seeking within a few clicks.

The Method:

On the challenges of the project, Peter White Director at The Web Orchard comments:

“As GKN Wheels and Structures is such a large organisation, it was vital that we delivered a website that would successfully break complex information down into a format and a flow that would be easy to digest by its audience. We had the challenge of creating an exciting new website that would be give the business its own identity.”

Appreciating the world-wide reach of the organisation, The Web Orchard focused emphasis on design and imagery. Creating the impact that GKN required whilst maximising the understanding of the written content, images that attracted attention whilst clearly demonstrating the products and their uses were incorporated. Complemented by bold design, icons and instinctive layout, the objective of the project was successfully achieved.

The Result:

Working closely with The Web Orchard to transform business needs and vision into reality, Marketing & Communications Director for GKN Sali Morris was impressed:

“Working to a very tight deadline, we were impressed with how the team at The Web Orchard were able to absorb our objectives and deliver a solution that so clearly matched our needs. Providing us with a website that effectively communicates with our audiences and our stakeholders whilst giving us the flexibility to represent who we are with our customers, we are very pleased with the fresh, vibrant website that The Web Orchard have designed for us. Perfectly representing who we are as a business, we are delighted with the positive feedback we are receiving.”

Further to the website going live, GKN Wheels and Structures have seen in increase in website traffic and inbound enquiries.

To see the website, please visit www.gknwheels.com