Galloway & MacLeod
Agricultural pedigree product specialist for more than 100 years
Galloway & MacLeod specialises in the production and supply of pedigree animal feeds and other specialist farming supplies to customers throughout the UK and Europe.
Like and increasing number of retailers/wholesalers, G&M wanted to realise an opportunity to reach more customers, more efficiently and maximise sales by investing in a new online shop primed for exposure, engagement and conversions.
With a Magento eCommerce site already in place, central to this project was the migration of products, registered customers & order history information to a new platform that slicker from a customer and management perspective.
Further online objectives included:
- Leverage G&M's already established brand authority within the UK Agriculture market to become the recognised market leader
- Boost customer metrics across engagement, acquisition, retention & average spend through a new & expandable platform / UX
- Specific targets include increasing conversion rates to 5% and newsletter sign-ups to 20%
Based on our clients requirements, a hybrid solution which combines Umbraco and Shopify was chosen. This easy-to-manage and expandable platform offers G&M the best of both worlds in allowing users to explore the brand story through the creative freedom of Umbraco - whilst also supporting customers in the efficient browsing and checkout offered with Shopify.
This hybrid eCommerce solution allows customers to easily pick variations across quantity, ingredient, colour and delivery. A farming feed plan calculator was also integrated; effectively a catch-all filtering system, allowing users to easily narrow down what products they need based on their livestock and feed type etc.
We also customised the checkout, allowing customers to specific delivery information, e.g. instructions, timeslot, delivery date as well as being able to checkout as a credit customer, retailer or wholesaler – which are features normally reserved for Shopify Plus sites.
Umbraco also offers flexibility to integrate with almost any 3rd party platform - and a key back-office requirement was seamless and secure integration with G&M’s Nav CRM enabling the syncing of products, orders & customer information.
The priority in migrating from Magento to Shopify was preserving the SEO value built to date. Follow on, our Marketing Team now run a combination of tactics across SEO, PPC and Paid Social (Instagram/Facebook) & Email to build audience reach, sales and ongoing engagement. Insights from our marketing team has also improved conversion rate optimisation from the Magento site by 25% on the Shopify site.
Results to date
4 months from launch compared to previous year:
- + 56% increase in social traffic
- + 245% increase in paid search traffic
- + 50.5% increase in sales revenue
- + 9% increase in average basket value
“Our customers are discerning and notice the detail and care that goes into our products. For us, it is very important that this approach continues through our online presence - an increasingly important route to market for us. Radiator’s handling of our Team was reassuring and positive throughout – as have the results.”
Donald Harvey, Managing Director