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Gadsby

How Gadsby overhauled their digital offering to deliver customer delight

Design eCommerce Integration

Established in 1864, Gadsby are the largest wicker basketware producer in the UK. Gadsby have established themselves as an clear industry leader, quickly adapting to changes in trends.

Recent growth has focussed upon retail display and gift packaging, but despite this, baskets and hampers are still at the heart of their business.

Gadsby looked to us to redesign their website, improve their customer experience and increase their conversion rate. It was vital that the new website was directly integrated with their back-end systems - Sage 200 and Sage CRM.

Improve business efficiency and sales online

Create a journey that is simpler and easier for customer and staff

The existing website, whilst functional didn’t offer customers a great experience online, as a result, it was common that their customers would turn to the phone to place orders rather than self-serving online.

New customers had even more barriers as trade account registration was a manual offline process. This resulted in delays before a new customer could place an order, or even see any pricing online.

With the rate of growth Gadsby was seeing, keeping the website up-to-date with stock levels, pricing and orders was becoming a monumental task due to the manual link between the website and their back-end inventory management and accounting platform, Sage 200.

Our first goal was to create an improved user experience for both new and existing customers, to make the online experience a delight so customers felt empowered to self-serve, rather than having to calling up to place an order or register for an account which was a fairly common occurrence.

We worked closely with Gadsby to understand common questions being asked by customers and challenges customers regularly encountered, this gave us some fantastic insight which helped to shape up the new website.

Gadsby Case Study
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Focus on growing the business

  1. User experience
    Improved user experience for both new and existing customers, to make the online experience a delight so customers felt empowered to self-serve, rather than having to calling up to place an order or register for an account which was a fairly common occurrence.
  2. Sage integration
    To make day to day management easier for Gadsby staff, we developed a direct integration between the website and their internal Sage systems - Sage 200 and Sage CRM. These integrations ensured that all their orders, products and customer were synced across all platforms automatically.
  3. Transparency
    One of our key focuses was to make pricing far more transparent. Initially there was no pricing displayed anywhere across the site until customers were logged into a trade account. The new solution we developed gave customers an idea of pricing right from their first visit pre-registration which had a profound effect on registrations and sales.

Gadsby Collage

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Since we first began talking to Evosite about redesigning our website we have been simply amazed by their attitude, professionalism and skill.

Will Gadsby
Will Gadsby

Digital Marketing Manager of Gadsby