Anglia Co-operative Limited was established in 1878 and is one of the largest Co-operative societies in the UK. It has turnover of over £300m via ventures in food, retail, travel and funerals and employs around 3,700 people throughout the UK.
This project began a year ago when the company decided to grow its online business. It hopes to build its new furniture website into a £4m business within the first year. Anglia Co-operative hopes that by using online customer insight software it will better understand the needs of its customers.
According to the company, Speed-Trap’s software uses Web 2.0 technology to gather complete, real-time data about the website performance for each individual online customer. Anglia Co-operative hopes that this will maximise eCommerce revenues for the company.
Steve Bone, eCommerce operations manager at Anglia, said: “We anticipate 10,000 daily online visitors and are aiming to complete £4m worth of transactions in the first year on the furniture site alone, a sum equivalent to the turnover of one of our largest furniture stores.”
The new website is scheduled to be launched at the end of October 2008 and Anglia Co-operative hopes the technology will enabling them to better understand the websites’ performance and usability through a clearer understanding of how the website is used and perceived.
Bone said: “It is imperative that we maximise every opportunity that comes along, principally by ensuring that we do not lose customers through avoidable problems on the site, such as failed page downloads or unreliable payment processes. We’re expecting an average shopping basket value of between £450 and £500 so lost customers could cause major issues in our sales plans.”
“Speed-Trap’s unique ability to track and dynamically monitor live information on site usage – from search terms right the way through to sales and abandonment – will aid us in understanding exactly where and why our customers are going to end a transaction. This sort of intricate awareness of the customer journey will direct us to potential pitfalls in the site’s design and performance, meaning we can make amendments in real-time to drive up conversion rates and maintain profitability,” Bone said.
The system will be rolled out to other divisional websites during 2009.
