Nodor Group, which owns Winmau dartboards and Red Dragon Darts used by many of the top professional players, has appointed a new agency to optimise its ecommerce approach and increase value from its website as it ramps up its direct to consumer strategy.
Hookflash has been appointed to the brief, following a competitive pitch, and will will take a data-led conversion rate optimisation and experimentation approach, with a focus on scaling the D2C ecommerce offering.
Nodor is recognised as the most advanced manufacturer of premium dartboards, darts and related products globally and supplies equipment used by top professional players in the Professional Darts Corporation, including Luke Littler, Michael van Gerwen and Luke Humphries.
The brand was founded over 100 years ago and is headquartered in the UK. It employs over 1,000 people across three continents and exports to over 100 countries worldwide. All products are manufactured in-house.
At the end of last year, Nodor secured investment from mid-market private equity company Inflexion and is now entering a new phase of growth.
Nodor Group ecommerce lead Dan Cure said: “Hookflash delivered a joined-up approach to CRO and User Experience – not just in technical execution but in helping shape the broader customer experience.
“The clarity and confidence in their thinking demonstrated they are well-suited to a brand looking to build lasting capability.”
Hookflash managing director Oliver Walker added: “Nodor is the market leader in a growing category with darts gaining popularity all the time.
“Their approach to focus on D2C ecommerce plays to our strengths and it is fantastic to be working with such a progressive marketing team who have given us a clear remit to obtain more value from their website through data-led CRO.”
MNC Club, the consultant to challenger brands, advised Nodor on the pitch.
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