Alliance Online ups game in catering equipment web battle

Alliance Online, one of the UK’s largest online suppliers of catering equipment, has overhauled its website in a bid to improve the shopping experience of its customers.

The firm reviews its website frequently in a bid to try and stay ahead of rivals in the increasingly competitive online space, but the latest set of improvements are among the most radical it has made yet.

Mike Hardman, marketing manager of Alliance Online, explained: “We felt that the time was right for a complete revamp of the website, from the design to the way that we list products.”

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The company has invested in revising the way that products are listed and located in an effort to make navigation much easier.

“We’re pretty confident that the clean layout and new design, as well as the improved shopping options will allow our customers to find the products they need as quickly and as easily as possible,” says Hardman.

Significant changes to the way users can search, view and filter products have been introduced, while the company has also tagged items so that customers can be easily directed to similar or more relevant products to their search, making the usability of the site much more effective.

Alliance Online is based in Cheshire and operates regional depots throughout the UK. It currently stocks over 18,000 product lines in its 250,000 square foot warehousing facility and makes more than 2,000 deliveries a day using its own national fleet of vehicles and those of carrier partner TNT.

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