Agency: Ridgeway

Creating The Ultimate Customer Experience For Tea Lovers

The Challenge

Twinings is one of the UK’s most trusted brands with a global following of tea enthusiasts in over 100 countries.

The Twinings team needed a flexible and functional ecommerce platform that would bring the story behind the brand to life, so partnered with Ridgeway. The core of the digital strategy is to provide customers with a feeling of the Twinings brand and experience, and to nurture not only sales, but brand loyalty and advocacy too.

They also needed a content management system that would be easy and efficient for the Twinings team to manage.

The Strategy

The Twinings brand and history has been portrayed through longform content for key products to illustrate their heritage and style and show the high quality ingredients as a luxury product to be enjoyed. Ridgeway have created a site that now enables Twinings to create content to engage a loyal following and build a community of tea drinkers. The site echoes the exclusive experience that visitors receive at the flagship store on London’s Strand through insight to the brand’s extensive range.

Twinings worked with Ridgeway strategists to confirm navigation and functionality with wireframes and live prototypes. Ridgeway considered the challenges of the wide range of possible journeys a customer may take with Twinings and created personas for key audiences to make their experiences as tailored and effortless as possible.

By using Kentico‘s personalisation and automated marketing functionality, scenarios were built and personalised content and targeted emails have been created for an optimised user journey. This in turn encourages return visits, increasing loyalty and purchases.

Stunning photography and design creates a strong visual impact for a highly engaging and enjoyable way for customers to purchase products online. An exclusive look has been created with rich colours to mirror the premium nature of the products, and lifestyle imagery reinforces the brand’s association with British high society. The use of white space enables the visitor to focus on the products and explore the range, and a delicate look has been achieved to symbolise the elegance of tea drinking.

Ridgeway integrated the site with enterprise resource planning (ERP) and delivery systems, SAP and MetaPack to communicate in real time for a smooth flow of data to improve operational efficiency. Bespoke back and front ends have been developed to make the site as simple as possible for the Twinings team to use to ensure they can update their hundreds of products quickly and easily.

The Results

Ridgeway have produced an online ecommerce experience for both trade and consumers that nurtures not only sales, but builds brand loyalty and advocacy all through one integrated content management, ecommerce and marketing platform.

This is the growth that they have seen over the most recent Christmas period from 1 October 2016 to 25 December 2016 compared to the same period in the previous year:

  • 18.28 per cent increase in revenue
  • 12.31 per cent increase in ecommerce conversion rate
  • 14.2 per cent increase in transactions
  • 3.57 per cent increase in average order value.


The website was awarded Best Ecommerce Site & Global Site of the Year at the Kentico Site of the Year awards, the Wirehive Ecommerce Site of the Year, and has contributed to Ridgeway’s ecommerce victory at the RAR Digital Awards.