Healthy snack company Graze has caused a stir in the food industry ever since its launch in 2009. Its subscription-based service has seen more than 1,500 product variations delivered through customers’ letterboxes across the UK.
The brand puts great emphasis on its use of data and customer feedback to push ahead with new recipes, roll back underperforming products, and constantly measure the results. It’s an agile strategy that has made Graze such a successful brand.
Its team decided to use the same technique for its latest expansion which would offer customers an alternative to its subscription model.
Customers had told Graze that they loved its products, but that they wanted more control over which products they received and when. With customers unable to choose the exact contents of their subscription boxes, Graze was keen to see whether an online shop would be a viable addition to its existing subscription and retail businesses.
The ecommerce platform would give control back to Graze lovers, enabling them to purchase whatever they want, whenever they want, and without the need for a subscription. It would also enable the product team to experiment with boxes larger than the letterbox-friendly size required by the subscription service.
What we did
As a tech-focused company, the Graze team was aware of the impending release of Magento Commerce (formerly Magento 2), a significant update to the already successful Magento platform.
As Edd Read, former CTO at Graze, puts it: ‘For us, the attraction with Magento Commerce was the balance of features – such as high performance, scalability, and improved checkout functionalities – along with the ability to modify and integrate it into our own technology. Their Magento expertise and connections made Inviqa an ideal partner to work with Graze in a beta capacity'.
Both Graze and Inviqa used a ‘build, measure, learn’ approach to development that resulted in Inviqa building the new Graze shop alongside its main website.
The new Graze shop launched in beta in November 2015, one day after Magento Commerce’s general release, making it one of the first sites in the world to pioneer the new platform.
The new ecommerce store generated £3 million in incremental sales revenue in the first 12 months and customers can now order the exact products they wish without the need to subscribe.
Year-on-year milestones included a 429% rise in conversion rate and an increase in transactions from an average of 100, to an average of 18,700.
Inviqa’s ‘build, measure, learn’ approach was key to getting the Graze shop to market quickly so that Graze could start measuring and learning as soon as possible.
This approach has supported Graze’s phenomenal online growth and saw Inviqa recognised by ecommerce platform provider Magento at the 2017 Imagine Excellence Awards.
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