Customer Success Story: Twinings

Twinings has been bringing the finest teas and freshest flavours to the lives of UK consumers for over 300 years. Their website reflects this rich heritage and positions Twinings as one of the UK’s most trusted brands with a global following of tea enthusiasts in more than 100 countries. This needed to be supported by a flexible and functional e-commerce platform that would bring the story behind the brand to life.

Revenue increased by 18%

www.twinings.co.uk

Site of the Year Global Winner 2014

Results

This is the growth that has been seen over the most recent Christmas period from October 1 to December 25, 2016, compared to the same period in the previous year:

4% increase in average order value

12% increase in e-commerce conversion rate

14% increase in transactions

Would you like a cup of tea?

They wanted to provide customers with a flavour of the Twinings brand through longform content for key products, to illustrate their heritage and style and demonstrate the high-quality ingredients. Personas were created for key audiences to make their experiences as tailored and smooth as possible. Using Kentico's Personalisation and Automated Marketing functionality enables personalised content and targeted emails. The website is integrated with ERP and delivery systems SAP, MetaPack, and Sagepay to communicate in real time for a seamless flow of data to enhance operational efficiency. The result is a website that serves as a Content Management, E-commerce and Marketing platform.

Kentico is an uncomplicated tool, which is really easy to use, especially for those who are non-technical. It has a good balance of E-commerce and Marketing functionality at an affordable price with the ability to run CRO within the site. One of the benefits of using Kentico is that we are able to give wider parts of the business access to only the relevant parts of the platform and it’s a .net application so we’ve been able to tailor some modules to our exact needs. Since using Kentico, we have seen an increased conversion rate due to a simple checkout process.

Claire Blake, E-commerce Manager
Twinings