- Rotate° Team
We launched a new digital destination for Big Green Egg (UK). A site that blends shopping seamlessly with cooking to create the perfect 'eggsperience'. Sorry. The product is fairly unique in its lifetime usage and we needed to cater to that — the idea was to move from an acquisition-only approach to something that would serve everyone at different times. We're still in the process of this — watch this space.
As mentioned previously, the Big Green Egg is a unique product in terms of its lifetime usage. We knew it was important to create shopping funnels that could cater to people at the beginning of their ownership, right through to more experienced advocates. Relaunching the website sharpened our focus on new owners, with the "Build an Egg” feature key in introducing them to the brand. Our focus is now on creating a personalized shopping experience for the multiple Big Green Egg customer personas.
We tend to build eCommerce experiences in a Headless architecture now, and this was no different with Big Green Egg. This gives us and the client the opportunity to work with no compromise: best-in-class services, unlimited creative freedom and unrivalled performance. That said, they had a requirement to integrate with quite complex 3PL, which was taken from Magento to Commerce Layer (an awesome new challenger platform) adding to the work.
Headless eCommerce, Commerce Layer, Dato CMS, Nuxt.js, GraphQL, and Figma.
Being a food-based product, we knew video was going to be key in enticing customers into the BGE world. As you can see on the site, video runs through a lot of what we do — so it was crucial our technical solutions could handle this, ensuring it enhanced and not detracted from the experience.
Average order value has dramatically increased with the ""Build an Egg"" feature, (the interactive video mentioned earlier). By engaging and educating users they are now actively spending more, which is great for the client. But more importantly, hopefully customers are getting exactly what they want to create amazing food at home.
I comment within our specialism of eCommerce; with COVID the need for this has increased and with that an expectation from the consumer, too. We strive to create eCommerce experiences that are both interesting (creative and original), and effective (in selling and brand building).