Yakult UK & Ireland
Yakult, the original probiotic pioneer, tasked us with refreshing its tired website. Instead, our team reviewed the brand's entire UK digital strategy and presented Yakult with a holistic CRM strategy to leverage the brand's loyal customer base and encourage regular consumption.
We developed the First ever European FMCG website to use Progressive Enhancement technology, with modern means of interaction in mind. Our analysis of site traffic found that smartphone and tablet PC access was rapidly increasing, so as a result the content has been developed so that it is equally accessible on any device. My responsibilities included the overall design of the site with usability and progressive enhancement as key requirements, working closely with the developers to make this happen. I also created the hand drawn illustrative style that sets the tone for the new look and feel.
The site has only launched in early 2012 but since it has gone live, we have managed to attract a 11% increase in visitor levels – a great result considering the previous 10% decline in June 2010, and that we've done this without any media investment. The site now boasts a database of 96,000 subscribers and Yakult UK's emails currently receive an average open rate of 52% and 42% for click-throughs, well above the industry average for this market. In light of this success, Yakult Europe are now looking to follow the strategy and site structure developed.
www.yakult.co.uk
Yakult, the original probiotic pioneer, tasked us with refreshing its tired website. Instead, our team reviewed the brand's entire UK digital strategy and presented Yakult with a holistic CRM strategy to leverage the brand's loyal customer base and encourage regular consumption.
We developed the First ever European FMCG website to use Progressive Enhancement technology, with modern means of interaction in mind. Our analysis of site traffic found that smartphone and tablet PC access was rapidly increasing, so as a result the content has been developed so that it is equally accessible on any device. My responsibilities included the overall design of the site with usability and progressive enhancement as key requirements, working closely with the developers to make this happen. I also created the hand drawn illustrative style that sets the tone for the new look and feel.
The site has only launched in early 2012 but since it has gone live, we have managed to attract a 11% increase in visitor levels – a great result considering the previous 10% decline in June 2010, and that we've done this without any media investment. The site now boasts a database of 96,000 subscribers and Yakult UK's emails currently receive an average open rate of 52% and 42% for click-throughs, well above the industry average for this market. In light of this success, Yakult Europe are now looking to follow the strategy and site structure developed.
www.yakult.co.uk
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