Grape Tree
Growing online orders by 40% for a leading health foods store
Growing online orders by 40% for a leading health foods store
Grape Tree
Growing online orders by 40% for a leading health foods store
Grape Tree
Grape Tree Health Foods are a renowned high-street well-being store, promoting quality health and wellness through a variety of branded and own-label products online and in over 115 stores nationwide.
Project scope
The brief
Despite being one of the UK’s leading retailers in the health foods market, Grape Tree’s existing ecommerce website did not reflect their position as a major competitor. With a dated visual interface and poor user experience, the site was in need of a design refresh and improved functionality to transform the online customer experience. The content management system (CMS) was clunky and limited in functionality and the business required a more advanced CMS to update products, promotions and key pages.
The solution
Working with Grape Tree’s signature colour palette we redesigned the website, harnessing the brand colours for call-to-actions, incorporating new lifestyle photography and maximising white space to increase content legibility. Although Grape Tree have an attractive product catalogue, one of their core website challenges was highlighting promotions, new recipes and cross-selling products to online customers. We solved this by designing colourful and interchangeable promotional panels that could be edited easily via the user-friendly CMS.
A large proportion of Grape Tree’s customers shop on a mobile device so naturally we designed and built the website with them in mind, simplifying user journeys and focusing on the customer experience. With today’s shoppers requiring products with specific nutritional values, we built in a filtering tool to enable sorting by dietary preference, brand or category. The new website, built in Magento 2, integrates with multiple payment gateways including Paypal Express and Barclaycard ePDQ. We integrated InXpress for product fulfilment and Platinum Online Stock Check for stock levels. As part of the optimisation process we updated Google Shopping Feed to display products from the new website and began ongoing SEO work to drive increased organic traffic to specific areas of the website.
