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9 WEB TRAFFIC UP 600% (20,000 VISITS VS 136,000 VISITS) £6,000 - ONLINE SALES PRIOR TO WEB REVAMP 90% INCREASE IN SALES YOY (OCT ‘20 VS OCT ‘21) £1.6M - ONLINE SALES SINCE DIGITAL STRATEGY DEPLOYED £100K INVESTMENT IN DIGITAL PLATFORM CASE STUDY: FLAPJACKERY, DEVON you want the more you have to pay, so we’re on a top package with them now which costs a fortune but gives that seamless payment journey. And that’s so important because so many elements of the online experience can turn customers off. That’s evident in our conversion rate: we have 87% returning customers and our conversion rate (visits into sales) has been up to 63%. That’s evidence that it’s an easy site to use. Butchers did well in covid and some think the best way to expand is to open more shops. To be honest I think that’s utter suicide. I see shops as being like showrooms and the future being 100% digital. I’m convinced of it. Opening new shops is foolhardy I think. Resources, rents, rates, less people on the high streets...You can’t change the rules of the trading day: the morning will be quiet, it’ll pick up towards lunchtime, it’ll plateau and then drop off. It happens every day. You can’t make people shop at nine in the morning so there’s a peak in how many people you can sell to. So keep the shop an experience. The biggest challenge is to make the online experience a reflection of what happens in the shop. We knew we had to invest in our online business and were very lucky as we already had a loyal customer base who bought online. A lot of shows went virtual during the pandemic, which was a good way to keep our name out there Carol Myott, Flapjackery 22 STAFF COMPARED TO 13 PRE-PANDEMIC £1.4M PROJECTED TURNOVER JULY ‘21 TO JUNE ‘22 EMPLOYED AN AGENCY DEVELOPING AND MANAGING E- COMMERCE 80% FALL IN FACE- TO-FACE SALES DURING THE PANDEMIC 50% STAFF MADE REDUNDANT 40% INCREASE ON PRE-PANDEMIC TURNOVER 27,000 ORDERS IN THE FIRST YEAR OF NEW SITE (VS SIX PER WEEK MAX ON OLD SYSTEM) IN PARTNERSHIP WITH