Whittard of Chelsea partners with Tryzens to implement new digital experience


About Whittard of Chelsea

Whittard of Chelsea was founded in 1886 on Fleet Street, London, by Walter Whittard. Walter was determined to pursue his passion of sourcing the finest tea, coffee and cocoa and creating bespoke tailored blends to his discerning customers. Since these early days, the heritage British brand has gone from strength to strength, and currently has 50 retail stores in the UK, a footprint in over 40 countries worldwide, and an online store. 

The brief 

With the existing website running on a legacy platform, making changes and improvements to the website was both costly and time consuming.  With an ambitious growth strategy, Whittard decided that upgrading its digital presence was critical to replicating its luxury boutique store experience online and pave the way to international growth. In addition, the site lacked the functionality to deliver the rollout of rich content needed to enhance the customer experience.

Whittard turned to Tryzens, to provide qualified, professional advice as they sought to overhaul their online offering and technology stack.  The primary objectives were that the new site needed to bring the heritage boutique experience into the digital age, creating a functional yet engaging experience for its users.  It needed to support international trade, as well as delivering the cross-device experience that consumers have come to expect.

The solution 

Working in close partnership with the Whittard team to evaluate multiple alternatives, Tryzens identified Salesforce Commerce Cloud platform as the best solution for Whittard’s requirements.  This platform would support the future growth strategy of the business as well as Whittard’s international expansion ambitions with the ability to quickly launch new geographies, rich merchandising tools and artificial intelligence to offer personalised recommendations and experiences.

It was paramount for Whittard to create a content rich offering to educate customers and offer an extra level of service as part of the experience, as they do in-store. Content around recipes, craftspeople involved in making product and of course, product selection has been seamlessly integrated into every facet of the site to offer customers advice and ultimately, pave the path to purchase.

Site features 

Improved customer service experience

Launch of customer to customer live chat, helping improve customer retention and time on site.

Accelerated global growth 

Notable increase in international sales following launch of multi-currency and localised content experience.

Coffee discovery 

This tool allows customers to pick individual coffee types and pack according to their weight and grind preferences and has been a customer favourite since launch.

Dan Mahoney, customer director of Whittard of Chelsea said: “Our customers sit at the heart of everything that we do, and we wanted to give them the same sort of quality experience online as they can expect in our stores. I’m pleased to say that through Tryzens’ expertise, that’s precisely what we’re now beginning to deliver. Whilst we understood replicating the captivating feel of our flagship store would be a challenge, our new site is very authentic and engaging across all devices while maintaining Whittard’s traditional qualities.

“Our dynamic and faster eCommerce store, has already delivered a significant uplift in sales and average page-loads are now less than three seconds, which has helped to improve our conversion rates evidence that the project is delivering outcomes in line with expectations.”

Dan Mahoney continued: “Tryzens took time to fully understand our brand and have built a solid foundation to support our mission of international growth. Expanding our digital presence is a significant step for Whittard and we could not have had more competent and reliable partners than Tryzens.”