The brief

Taylors came to us with the aim of attracting younger shoppers currently choosing high street brands like Lavazza and Starbucks. And how did they plan on achieving this? A premium product with simplicity at its core.

With an overly complicated website that lacked technical feasibility, Taylors tasked us with overhauling its digital ecosystem to align with its overarching brand objectives and vision to ‘free UK coffee lovers from compromise and confusion in a genuinely decent way.’

Issues with functionality, a new brand positioning and new product launches meant that Taylors was looking for a complete website redesign to help it move forward. Particular goals we needed to achieve were:

• Driving sales on Retailer.com channels.
• Bringing life to the new Taylors’ brand.
• Differentiating Taylors from competitors.
• Capturing data to fuel retargeting and furthering marketing efforts.
• Winning new consumers into the brand and fuelling growth.
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The solution

Fuelled by lots of cups of coffee (Taylors of course!), we coordinated a complete website replatform and developed a content management system. And, to enhance customer experience further, worked with Adimo to deliver a shopper integration that allows users to add products from the Taylors website directly into their online supermarket shopping baskets at Asda, Waitrose, Sainsburys, Amazon and the rest!

“Engage combined clever functionality with eye catching design, achieving a 9.23% average conversion rate on all site traffic since the site launched, unlocking new opportunities for our digital marketing efforts. Honestly, I can’t recommend Engage enough.”

Ollie Ratcliffe, Digital Communications Specialist, Taylors of Harrogate

The results

The team’s particular highlights include the introduction animation, header animation featuring new ranges, the video reel on the homepage showcasing Taylors’ TV ads, Adimo integration enabling customers to buy online through online supermarkets, and the ‘brew guides’ on each product page.

We’ve also seen a 9.23% average conversion rate for the ‘add to basket’ functionality.

“When we approached Engage with our brief for a new website for Taylors of Harrogate, they were a breeze to deal with, making the whole process completely seamless. We wanted to completely revolutionise the way we use our website and give it a purpose within our marketing tool kit - transforming it from a glorified ‘About us’ page to something that reflects the new look of our brand.”

Ollie Ratcliffe, Digital Communications Specialist, Taylors of Harrogate