The Bay Tree Food Company
Fine Food Manufacturer
B2B & B2C E-Commerce Webshops
B2C & B2B, Custom Design, Discovery Build, Sage 200 Integration
In order to streamline and automate the ordering process for their B2B and B2C customers, while maintaining the prestige of the brand, The Bay Tree Food Company appointed Gravit-e to provide the eCommerce platform for all of their customer sectors.
Background & Requirements
As a prestigious high-end brand, it was essential that the new website not only maintained but enhanced their corporate image. Therefore, the Bay Tree website and eCommerce platform is an excellent example of how Gravit-e worked successfully with a brand and design agency appointed by the client to produce the desired solution.
The Gravit-e platform enabled The Bay Tree to:
- Increase consumer awareness of The Bay Tree through improved SEO
- Increase turnover of consumer (B2C) online sales through both increased frequency of purchasing and attracting new consumers
- Attract new trade (B2B) customers through better SEO and website content (product info, brochures, POS downloads)
- Offer trade customers the option to place their order online
The Solution
Without requiring customisation, the site makes extensive use of the standard Gravit-e features, some of which are outlined below.
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Homepage
Appealing design with rich images and text, together with easy navigation encourage engagement to shop, sign up for the Bay Tree newsletter or register for an account. - Integration
Full integration with the Sage 200 back-office accounts, stock control and order processing systems is real time and seamless. Customer account self-creation and administration is fully integrated to the sales ledger – once approved by Bay Tree. Upon registration and approval, a full order history from Sage 200 will become available for viewing including pre-registration history. - Customer specific White Labelling
Gravit-e supports per customer white-labelled solutions that include the customer’s branding and limits navigation, and ordering to a reduced set of customer specific products. These customers are automatically directed to the Quick Order Pad system which presents their available products to them. - Pricing
All products show the RRP as held on Sage 200 but with the Gravit-e functionality to offer promotions, discount codes, multi-buys and free products.
The Gravit-e rules-based shipping matrix calculates delivery charges based on location, order weight, quantity and values. Free of Charge (FOC) deliveries are also configured and provided where applicable. - Product Page
The sites careful design and text alongside multiple images, including thumbnails and auto-zoom, encourages ‘add to basket’ responses. This is accompanied by Ingredient and allergen information provided through custom fields, recipes made available via links to recipe pages, and upsells and cross-sells such as ‘try adding …’ and ‘if you like this you will love …’, boosting potential order value. - Store Finder
This feature promotes sales by enabling customers to swiftly locate their nearest stockists based on post code, town and/or product. - Trade Customer Accounts
Potential new trade customers are enticed to register for an account through a variety of additional features.
Bay Tree can display different designs depending on the type of customer, for example a gift shop might be shown personalized products but a farm shop or deli would be presented with Bay Tree branded items.
There are also sections of the site dedicated to promoting trade events, whilst trade brochures are made available to download.
Furthermore, all trade customer accounts in the online ordering system are integrated to their Sage 200 sales ledger account and a ‘Your Account’ area provides customers with a variety of tools and personal information including: - Last 12 months order history
- Current account balance
- View upcoming invoices
- View and print settled invoices
- Edit own contact details
- See Bay Tree messages regarding overdue invoices or ‘on hold’ notifications
- Hosting, Security and Compatibility
The site is hosted by Inteclads Technology Solutions on our servers in a PCI compliant data centre ensuring a robust, always-on, responsive and secure service. The site is fully mobile phone/tablet compatible, extending the reach of the business to maximise revenue.
About the Client
The Bay Tree Food Company, based in Plymouth, are one of the UK’s most respected brands of high-quality pickles, preserves, sauces and other store cupboard foods and condiments.
With their own production facilities in Devon, their chefs have created over 150 award winning artisan products for both the specialty food sector, including clients such as Fortnum & Mason and Harvey Nichols, as well as the household consumer.