Underwired Amaze launches website for McCain as it continues to evolve its CRM strategy.
McCain Foods, the leading FMCG brand, has launched the next phase of its personalised website, mccainitsallgood.co.uk, through Underwired Amaze.
The site is designed to support the brand's highly successful eCRM strategy devised and managed by the agency, which has increased Average Purchase Frequency by more than 3% and revenue by 38% within the programme's opted-in customer base.
The website's content strategy is based on the same detailed segmentation established for the eCRM campaign, with highly relevant offers, promotions and competitions tailored to the site visitor's position within a defined customer journey. Opt-in is driven by the site’s loyalty programme, ‘Spud Shillings’, which offers rewards based on an active brand engagement score and on visitors' use of advocacy tools.
"The launch version of the site had a strong emphasis on the 'experience' and 'discovery' of content. Over time the site’s purpose and content developed further as regular visitors became familiar with it. So we had a challenge to keep the 'feel' of the original site design but make the content even more accessible and fresh,” explains Underwired Amaze's co-founder and Creative Director Jason Holland who led the design team on the project.
“The new home page and structure within the site maintains the beautiful environment and brand experience of the real-life locations as depicted in the original launch site while key content is highlighted and the structure made even easier to use and navigate around for a more engaged experience.”
The first version of the website garnered over 10,000 sign-ups in its first few days. The latest version, which has gone live this week, has been planned by Underwired's Head of Planning, Tim Williams, designed by Jason Holland's creative team and restructured and delivered by Amaze, Underwired Amaze's parent company.