Twinings chooses e.fundamentals to help boost e-commerce

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World-famous tea brand Twinings has chosen e-commerce analytics provider e.fundamentals to help drive sales of its everyday and speciality teas through retailers’ websites.

Twinings becomes the second brand from Associated British Foods plc this year to sign with e.fundamentals’ retail service. The service continuously reports how brands measure up against eight fundamentals shown to be the key elements influencing online sales.  It flags where improvements are required, allowing clients to quickly action the insights delivering the biggest returns.

Twinings’ decision to introduce e.fundamentals into its business is part of a wider company focus on ecommerce.  Head of customer marketing James Brett explains: “The ecommerce channel continues to grow in importance for us and we’re really pleased to partner with e.fundamentals. 

“We particularly like the simplicity of their platform and the ease of getting to insights, enabling us to quickly identify growth opportunities. We now have a powerful tool in the hands of our sales, marketing and category teams to help optimise our online sales.”

e.fundamentals chief executive John Maltman adds: “We’re delighted Twinings has signed with us. The business now joins its sister company AB World Foods who we began working with earlier this year.”

Twinings joins many of the world’s leading brand manufacturers using e.fundamentals to manage and improve their ecommerce sales performance, including McCain, Edgewell and Weetabix.