Adeo Group Glasgow

ABOUT

Eden Mill are an award winning Scottish Distillery and the website delivers a brand journey allowing visitors to delve in to the history of Eden Mill and how their products are produced. Visitors needed to have the ability to buy products online and book different tours at their St Andrews Distillery through an interactive calendar.

We had to find a balance for visitors to not only discover the brand, but take them on a journey through the history of the products and to finally purchase. The focus around the customer experience and delivering an all immersive product journey with detailed information around the products and images that tantalised the taste buds.

The budget for the project was set at around £50,000

Working with a craft distillery really gave us focus to show the amount of effort they put into producing their product range and we really wanted to show that off through a visual journey for customers on the website.

Working with the management team and following brand guidelines we had to not only tick the boxes from this element, but also to technically deliver this in a way that works for ecommerce and web.

From the many meetings, it became apparent that the words to describe them were about passion, high quality, striving for excellence and being the best they could be.

Great time was spent researching the target market and existing customer base through surveys so that we could deliver a website that would represent the brand and give customers what they wanted.

Three key areas were identified, the discovery phase for customers, purchasing products online and booking tours.

For Eden Mill it was key to allow visitors discover the brand, but then give them product pages and information on each of the products to buy easily. We spent great time on designing product pages that weren’t like many traditional ecommerce sites and rather gave great detail and fantastic images to engage with customers.

Tour bookings also featured very highly on the radar as engagement on the site is very big for tours. They needed a facility of an interactive calendar to allow customers to book tours with live availability information to secure spaces and then a management facility to allow checklists to be printed off daily at the distillery and check people in for tours.

The budget spent so far on the development of the new site has been around £50,000 along with future features in the pipeline to make administration functions and automated marketing features to upsell products that customers may have not been aware of.

The Results:
Some key stats since its launch in June until September compared to June- Sept 2016
• goal completions are up 410%
• tour bookings are up over 138%
• revenue up over 235%
• average order up over 6.57%
• ecommerce conversion rates are up over 39%
• bounce rate down by 46.78%
• sessions up by 125%

The online tour booking facility has not only increased customer purchases, but the administration functions created has freed up staff time massively to allow them to focus on other key areas of the business.

Some key stats since its launch in June 2017 until September 2017 compared to June- Sept 2016
• goal completions are up 410%
• tour bookings are up over 138%
• revenue up over 235%
• average order up over 6.57%
• ecommerce conversion rates are up over 39%
• bounce rate down by 46.78%
• sessions up by 125%
• Through the months of Nov & Dec 2017 the online sales went up by nearly 11% on the previous year.

2018 saw another strong year with an increase over the previous year of over 5% on product sales taking revenue for the products alone in to a multiple seven figure sum and average order value increasing by nearly 10%.

Date created: June 2017 2017-06-01T00:00:00+0100
Date published: 26 February 2019 2019-02-26T19:30:48+0000

AWARDS

The Drum Award
W3 Award

MADEIT CREDITS

  • Conor GrahamClient
Annual 2019 ShortlistEden Mill Ecommerce WebsiteWeb

Eden Mill Ecommerce Website

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