Fearing
e-Commerce Solution
The Background
Fearing is one of the UK's leading farming supplies companies, specialising in livestock management products. Their existing website looked dated and had no catalogue management system.
The company sees their website as the key growth mechanism for their business and needed a system they could manage themselves. They therefore wanted to take the functionality to the highest levels that could be offered, including sophisticated online ordering and tracking for Ministry animal tags. The company is also concerned that they need to perform well in the search engines.
The Work
The audience for Fearing is essentially farmers and agriculture–oriented suppliers. As such, they often have limited web knowledge, lack of patience for tricky interfaces and old browsers. We needed to ensure the site would work with legacy browsers, be super intuitive for basic IT users and have an accessible architecture. thirty3above designed and developed a bespoke, rich–featured e–Commerce application. This included: full catalogue management; promotion management; custom pricing levels for registered account customers; order history with quick re–order functions; integration with payment systems; online ordering for animal management tags including integration with offline functions for DEFRA.
The new ‘look and feel’ has been adopted by Fearing as part of an overall brand re–assessment, and will be migrated across all branded goods in the coming months by our team.
The Results
The site has been recognised as an industry leading e-commerce application, which has been embraced by Fearing’s customer base. From the launch of the site, new registrations increased, as did the total values of customer transactions, driven by the new functions for related products and ability to bundle products in an order to get discounts.
In line with stated aims at the start of the project, we continue to work with Fearing on promotional activities to encourage more legacy users to adopt the website as their primary ordering mechanism. The indications to date are positive, with more users than ever choosing to order online instead of by phone.