Case Study

Brief

Chicken Base, an emerging fast food in Berkshire County contacted digiCom360 for their digital work. Recent developments in digital arena made chicken base realize the potential and importance of going digital. DigiCom360 received following brief:

With the realization of change in consumer buying behavior, upward trend in online food ordering and the way online food search engines grown e.g. hungryhouse.co.uk and justeat.co.uk, chicken base wants to have platform where it can own its customers base instead of giving a share from their sales to online retailers like jus teat or hungry house etc.

Chicken Base also wanted to create an exposure and increase awareness of its brand online. It wanted to drive its walk in and delivery sales by encouraging fast food lovers to order their food from chicken base website.

The company also wanted to grow its database for future marketing campaigns and be the leader in digital innovations among his own size rivals. 

Strategy

As a first step, an audit of Chicken Base existing website was conducted along with a survey to find existing customers insights. The website was not more than a point of contact page, with a scan of menu and contact details. There were several issues related to design, content, navigation, accessibility and usability. Based on the survey findings and client’s brief, the crucial stages of the strategy became the following:
 

• New Chicken Base website with online ordering, and e-commerce functionality
• As client wants to increase its exposure online, the website needs to be search engine friendly and an SEO campaign planned right after the launch of new website
• Chicken Base wanted to own its customer base. An online customer registration with consent to future marketing communications was planned to build in.
• An email marketing campaign followed by the launch of new website was planned to keep existing and new customers informed about every day offers and events going on at Chicken Base. The email campaign planned to provide a variety of meal deals and offers to registered members, driving sales by encouraging recipients to choose one of the offers.

Execution

DigiCom360 re-designed Chicken Base website to address the issues found during survey and audit of the existing website. While redesigning it was ensured that new design is attractive and consistent with the brand value and target audience. Navigation ensures visitors find their way easily. This is partially achieved by creating a new design which is both attractive and easy to navigate. The layout and is driven by a good understanding of both the end users expectations and an urge to deliver an enjoyable user experience.

Once the new website was up and running and before the launch of e mail marketing, a direct marketing campaign was rolled out. It was meant to bridge the gap between direct marketing with email campaigns. It helped us in two ways. Firstly informed the audience about the new website encouraging them to register online and secondly provided us the data base for our first email campaign.

The email campaign provided Chicken Base of its subscriber database with money saving offers to use while ordering food online. Offers such as ‘10% discount’ or ‘2 for the price of 1 pizza’ were sent. In order to increase the subscribers list multiple marketing channels are being used.

Results

A fresh, stylish re-designed website is successfully representing Chicken Base brand. The redesign brought a quick positive response, leading to increase in online orders from the site itself.

The overall traffic has increased dramatically after the launch of the re-design site. Prior to re-design website was getting less than 10 visits per day, which increased to 63 per day after the implementation of re-design. Re-design helped Chicken Base to increase traffic on their website which immediately leading to more sales through their online menu. The redesign and structure navigation enabled visitors to view more pages and continue on deeper into the web site which eventually resulted in significant decrease in bounce rate and increase in the average time on site per user.

The email campaigns launch encouraged online ordering among subscribers. There has been 250% increase in online orders since the new website launch. Unique visits to chicken base website have reached 1906 in the month of November2009 as opposed to just 9 visits same time last year. Chicken Base saw an increase in the size of its customer database, which was reinforced by the other elements of digital marketing mix. Its mailing list increased by nearly 59% from September2009 to November 2009.