Maggie Beer Products

Products

Maggie Beer Products
Iconic Australian gourmet food brand in national supermarkets and online.

maggiebeer.com.au
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Project Type

Digital Marketing & eCommerce
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Key Results

Christmas 2020

• 167% year-over-year (YOY) growth between November 2019 and November 2020
• Growth of 11,000 members of 20%, totalling over 65,000 during 2020.

Christmas 2021

• 174% year-over-year (YOY) sales growth from December 2020 to December 2021

Project Summary

Christmas eCommerce Campaign 2020
To enhance the user experience of the Maggie Beer Products website, we initiated an upgrade that involved transitioning to WordPress and WooCommerce. In my capacity as brand manager, I served as the primary liaison between our internal marketing team and the external developers and designers throughout the project.

Our primary focus was to streamline the outdated user journey, with emphasis on expediting the process from entrance to checkout. The project was executed in stages, spanning from October 2020 to March 2021, utilising Agile methodology.

During this period, I gained valuable experience in managing and prioritising tasks between internal and external teams using JIRA.

Throughout the project, my roles included:

• Contextual interviews with customers on old website for future changes.
• Updating and A/B testing the website copy to improve conversion rates.
  
• Analysed sales and marketing metrics for recommendations to new products and content to complement user experience.
• Usability testing of new and implemented features, including the reporting of bugs and collecting customer feedback.

One of the significant achievements of the project was the positive response from users, particularly in their appreciation of the enhanced mobile experience. This was evident in the notable increase in the eCommerce conversion rate on mobile devices.

As a result of these improved conversion rates and the timely delivery of the project, we witnessed a 167% year-over-year (YOY) growth between November 2019 and November 2020 [1]. Furthermore, our email loyalty program saw a substantial increase in subscribers, with a growth of 11,000 members of 20%, totalling over 65,000 during 2020 [2].

1. https://www.afr.com/companies/retail/cooking-videos-drive-maggie-beer-s-online-sales-surge-20201013-p564nn

2. https://www.foodanddrinkbusiness.com.au/news/hampers-acquisition-and-capital-raise-for-maggie-beer

Christmas eCommerce Campaign 2021
In 2021, Maggie Beer boosted its eCommerce logistics capacity with the buyout of the online gifting brand, Hampers & Gifts Australia. With the pandemic still ongoing, the digital marketing had increased sales targets to achieve for FY21/22.

For our Christmas 2021 campaign, we aimed to build upon the successes of our 2020 campaign. To achieve this, we placed a stronger emphasis on enhancing the synergy between website design, SEO (Search Engine Optimization), and paid advertising.

As the brand manager, my role involved:

• Analysing website and sales data.
• Optimising the website's presentation.
• Addressing user inquiries related to usability.

Working closely with SEO and paid search specialists, we executed a variety of strategies to enhance website conversion rates. This included:

• Improvements to product pages and product photography.
• Refining the website's sitemap.
• Creating seasonal pages.
• Enhancing the overall quality of our copywriting.

In response to customer feedback received during our 2020 Christmas Campaign, we identified several issues during the checkout process, such as address input, automated login, and payment options. We addressed these pain points by refining and testing these areas before campaign launch.

The myriad of changes, resulted in the Maggie Beer Christmas 2021 Campaign achieving a 174% year-over-year (YOY) sales growth from December 2020 to December 2021 and conversion rate uplift [3].

3. https://www.businessnewsaustralia.com/articles/hampers---gifts-australia-acquisition-proves-a-boon-for-maggie-beer-holdings.html