Connolly’s RED MILLS supply a large range of quality animal feed products into multiple countries – their product offering is localised for each international market. This meant the new websites needed to be structured to sell specific subsets of products to specific markets. Two newly designed websites were required for two of Connolly’s RED MILLS priority markets, Ireland and the UK.
The Challenge
The challenge was to differentiate and optimise the full range of animal feed products supplied by Connolly’s RED MILLS. Each country site needed to be structured to cater for different business channels or product categories.
Bespoke modules were created for the project, including stockiest lists in each market, the breeder registration in the pet section and the breeder rewards module.
Another challenge was with regards to the overall design as it needed to position the brand as premium towards the thoroughbred horses market, cater for the agri audience and appeal to the pet owner and greyhound market. This resulted in a very fine balance between the four.
The Outcome
To differentiate and optimise the full range of animal feed products supplied by Connolly’s RED MILLS, each country site is structured to cater for different business channels or product categories. An e-commerce platform was also required for each of the sites to drive online sales of Connolly’s RED MILLS products. The Kentico platform that was implemented is scalable to accommodate future growth.
Our development team created a comprehensive user account area which was built to allow for customer editing of personal information, order tracking, reward schemes and discounts for recommendations.
The sites have also been built and designed specifically to solicit enquiries from potential distributors and resellers outside of Ireland. They also offer target market specific expert advice blog sections i.e. The Red Scoop, News and Nibbles, The Red Kennels and The Latest Graze. Adding value for customers is a priority objective of Connolly’s RED MILLS online strategy. Each of the new websites is structured to include latest news and advisory articles under each product section written and updated by Connolly’s RED MILLS industry experts.
The Results
Since the new websites have been launched there has been a dramatic increase in traffic sessions with an increase in mobile usage and direct traffic.
- 28% Increase in Horses Traffic
- 101% Increase in Agri Traffic
- 49% Increase in Mobile Traffic
What the Client Said
“From the very beginning Continuum worked closely with our own teams to understand and enhance our international vision for the Connolly’s RED MILLS online presence. The new Irish and UK websites look fantastic and are fully aligned with our strategic business goals. The support we received and continue to receive from Continuum post go live has been excellent and we are happy to recommend them as an expert digital partner.”
– Gareth Connolly, Sales & Marketing Director, Connolly’s RED MILLS
