McCain Foods, the company which offers everything from chunky chips to micro-pizzas, has launched the next phase of its personalised website, mccainitsallgood.co.uk, through agency Underwired Amaze.
The site is designed to support the brand’s eCRM strategy devised and managed by the agency, which has increased revenue by 38 per cent and average purchase frequency by more than 3 per cent within the programme’s opted-in customer base.
The website’s content strategy is based on the same segmentation established for the eCRM campaign, with highly relevant offers, promotions and competitions tailored to the site visitor’s position within a defined customer journey.
Opt-in is driven by the site’s loyalty programme – Spud Shillings – which offers rewards based on an active brand engagement score and on visitors’ use of advocacy tools.
“The launch version of the site had a strong emphasis on the ‘experience’ and ‘discovery’ of content. Over time the site’s purpose and content developed further as regular visitors became familiar with it. So we had a challenge to keep the ‘feel’ of the original site design but make the content even more accessible and fresh,” said Underwired Amaze co-founder and creative director Jason Holland, who led the design team on the project.
“The new home page and structure within the site maintains the environment and brand experience of the real-life locations as depicted in the original launch site while key content is highlighted and the structure made even easier to use and navigate around for a more engaged experience.”
The first version of the website garnered over 10,000 sign-ups in its first few days. Underwired Amaze’s clients include ASICS, Laithwaites Wine and NSPCC.
