Introduction
Telegraph Hill is an award winning producer of New Zealand olives, extra virgin olive oil and gourmet food products. Their products can be found in over 300 retail outlets throughout New Zealand. They required a new online presence that would allow them to communicate to this retailer network as well as directly with the end consumer through the website. With an extensive product development program it was important that the new site allowed them to inform customers of new recipes, harvest information and exciting new products releases.
What they were looking for
It was important that the new site appealed to many different markets including the growers, retailers and end consumers. The eCommerce section was segmented to 'retail' and 'food service' to allow users to filter the product offering to be more relevant. The site needed to promote products throughout and to achieve this we used random serving technology that allows Telegraph Hill to turn on and off products to be displayed. It was also important to highlight internal content items such as new recipes to drive traffic to specific items located within the website.
Design
The new website needed to give visitors the feeling of experiencing the beautiful Hawkes Bay and stunning olive groves where the produce is sourced. It was important that it was clean, simple to navigate and communicated with the gourmet food consumer (luxury segment). The corporate identity was integrated into the design but the owners also wanted a 'breath of fresh' air so a level of creative license was extended to the team to ensure that todays design trends were incorporated.
Features
The new site was delivered with full eCommerce and credit card facilities, inventory management and order processing functionality. An extranet has been developed to allow the network of sales representatives to access company assets such as pricing and stockist information while they are out on the road. The Email campaign manager has been included along with a customised newsletter template to allow Telehraph Hill to reach out and drive traffic back to the website. The reporting functionality allows them to measureand assess website usage patterns.
We have a big product range that we wanted to bring onto the web for people to purchase. It was important that we could easily add to and edit these catalogues as we released new products and for that reason spent a lot of time researching website providers. We have started receiving sales through the site already and the email manager has allowed us to communicate the release with our existing customers. We love the design of the new site and would absolutely recommend Online Now for anyone looking to create a website.
Geoff Crawford, Marketing Director
Conclusion
With such a huge following of loyal customers it was important that Telegraph Hill gave them an opportunity interact with the brand online. The eCommerce solution has been a huge success with wholesale and retail consumers utilising the website to make purchases online. The email marketing solution has ensured that they can cost effectively drive traffic to the site while seeing what customers have opened, clicked or even failed. The Online Now business platform has provided Telegraph Hill with a system to communicate, sell, educate and inform there customers while delivering genuine value in the form of increased online sales.
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