Fortnum & Mason

Fortnum & Mason: Elegant e-commerce in eight months

Since the site went live it has had incredible results in increased revenues and conversion rates.

Zia Zareem-Slade

Customer Experience Director, Fortnum & Mason

Fortnum & Mason

The project

Improving online and mobile conversion rates on the new fortnumandmason.com site with great customer experience and innovative tech


Awards

fortnumandmason.com won a BIMA Award for 'Best Web Design & Build' and an eCommerce Award for ‘Best eCommerce New Design or Re-Design (Under 1 Year)’ in 2015.

The project was also nominated for the UK Digital Experience Awards in the Retail sector award and as 'Best Use of Website to Build Your Brand’. It was also nominated at the Retail Week Tech and Ecommerce Awards in the ‘Best Customer Experience’ category.


Challenge

Fortnum & Mason was one of the first multichannel retailers in the world. Renowned for a highly personalised, extra special in-store customer experience, Fortnum’s wanted to ensure its digital presence offered online customers the same quality and attention to detail that the brand has been providing in store for over 300 years.

In addition to improving the overall customer experience, the new site had to resolve issues causing high levels of drop out at certain stages in the checkout process. Presentation of delivery options was confusing and non-availability of any single item could result in the entire order not being delivered. The previous site was inflexible, difficult to update and the underlying technology was nearing end of life.

Checkout process flow analysis

The new site needed to solve all of these issues, be scalable, highly flexible, and able to handle complex orders and delivery to more than 130 countries. It needed to be a robust yet agile platform to support the business growth strategy.


Solution

Red Badger’s approach was different from the start. Instead of responding in the traditional way to the RFP we decided to take a ‘show not tell’ approach. The Red Badger team ran a two day hackathon over a weekend to deliver a ‘minimum viable product’ - an eCommerce site built for Fortnum’s that would enable them to demonstrate their thinking to Fortnum’s.

Hackathon

By working in full collaboration with both Fortnum’s and its customers throughout and testing at every phase, we have managed to deliver a brand new, fully responsive site in just eight months.

Red Badger also designed, implemented and managed the cloud-based architecture upon which the new platform runs. The platform design allows for a continuous delivery model, meaning that incremental changes are constantly tested and released to production multiple times a day, bidding farewell to the age of big bang releases.

By working in full collaboration with both Fortnum and its customers throughout and testing at every phase, we have managed to deliver a brand new fully responsive site in just eight months.

Cain Ullah, Founder, Red Badger

Key to the success of the project was engaging Fortnum’s customers to help drive the direction of the design and development of the site by allowing them to provide feedback directly to the team. Throughout the project the Red Badger design team ran guerilla testing in its flagship store in Piccadilly to get customer feedback on the look and feel of the site. Once we had a good starting point, a beta site was run in parallel to the old site. A small percentage of Fortnum’s most loyal online customers were switched over to the new site over a two month period, involving them in the development journey throughout and listening to their feedback along the way.


Benefits

As well as being beautiful to look at, the new site is fast, slick and easy to navigate - and is truly responsive, delivering optimal layouts across every view port. The site reinforces the brand experience that Fortnum & Mason customers expect and since the site went fully live it has delivered incredible sales uplift (38% over the christmas 2015 period) and dramatically increased conversion.

The results in the first few weeks were striking:

  • In the first week of release conversion improved +14% and average order value +5%
  • Total sales achieving growth of +52% year on year
  • Mobile visits up +77% year on year

Improved drop-out rate:

The drop-out rate at the delivery options stage was previously 18.8%. This process has been streamlined and simplified. The drop-out rate at that point in checkout reduced to 12.9% based figures from 17- 25th February 2014 vs 2015.

Other key stats year on year*:

  • Mobile Conversion rate +57% year on year
  • Tablet visits +30% year on year
  • Tablet Conversion +28% year on year
  • New customers conversion +15% year on year
  • Reduction in calls to the Customer Service team -18% year on year

With the site now being much easier to navigate there has been an increase in sales of specific items, for example a 78% increase in grocery sales.

* Statistics are based on launch week to 8th March and same date range last year.

View the website for Fortnum and Mason

The tech

The team

David Wynne
David Wynne

COO/Founder

Paul Skarseth
Paul Skarseth

Software Engineer

Joe Stanton
Joe Stanton

Tech Lead

Jon Sharratt
Jon Sharratt

Tech Lead

Peter Balazs
Peter Balazs

User Interface Developer

Nico Castro
Nico Castro

Software Engineer

Jack Hoy
Jack Hoy

Software Engineer

Albert Still
Albert Still

Software Engineer

Andrew Cumine
Andrew Cumine

Software Engineer

Roisi Proven
Roisi Proven

Project Manager

Phil Brooks
Phil Brooks

Project Manager

Joe Dollar-Smirnov
Joe Dollar-Smirnov

CXO

Sinem Erdemli
Sinem Erdemli

User Experience Designer

Sari Griffiths
Sari Griffiths

CDO

Blanca Tortajada
Blanca Tortajada

Design Lead