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Engage has used the following skills/services in the project.
The brief
Yorkshire Tea tasked us with creating an e-commerce store that would support the sale of limited edition releases of Yorkshire Tea branded products, from bobble hats and tea pots, to rucksacks made with recycled lorry parts.
Each release would be manufactured with all the same proper values of Yorkshire Tea and a website was needed to represent this.
As well as selling merch, the site also needed to tell the Little Shop of Proper story through both content and branding. Another key priority was finding a way to engage with the hardcore Yorkshire Tea fans (that’s people like you and me) and get them involved with the site.
Building a ‘quali-tea’ store
We brewed up a variety of ideas (over lots of Yorkshire Tea and biscuits) to create a bespoke website and email journey.
We built a site with Yorkshire Tea in mind. It was integrated with a user-friendly content management system and ecommerce platform which was easy for Yorkshire Tea to add new product releases to on an ongoing basis.
The bespoke design, site structure and content were tailored to help sell the Little Shop of Proper story.
To help get fans engaged, we created a user generated content page which allowed people to take photos in their merch, tag the shop and have their image displayed on the website. The mailing list journey also helped to prolong customer engagement through welcome, aftercare and pre-product launch emails.
The results
The first 'drop' of limited edition merchandise sold out within 90 minutes of the site going live, with no paid advertising. Now how's that for loyalty!
