Nisbets fires up online business

Nisbets will seek to ramp up sales made through its global websites by deploying highly intelligent customer analysis software used by brands such as HSBC, Virgin and EasyJet.

The catering equipment provider is investing in technology from customer experience optimisation expert Maxymiser to grow online revenue from its flagship www.nisbets.co.uk site, as well as 10 multinational sites that it operates.

Chris Holcombe, head of global e-commerce at Nisbets, admits that up to now Nisbets has had limited focus on site optimisation.

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“The decisions we made about the site were typically based on hunch supported with limited analytical data, something that we knew we had to change,” he said. “We wanted the data we could collect, in real-time, from the site to start informing business strategy.”

Due to the high volumes of traffic Nisbets receives to its UK website, the company wants to optimise the whole experience from start to finish in order to make it simpler and cleaner.

“We want to focus on the areas of the site that are going to help us increase our online revenues and improve the online experience for our customer,” said Holcombe.

The optimisation strategy it has developed with Maxymiser is designed to help it better understand its different user segments and really learn how to put the customer at the centre of what it does.

The objective is that Nisbets can then tailor its services in a way that complements customers and delivers a “significant increase” in online revenue.

Following the initial campaigns on the UK site, Nisbets will roll out the findings across their multi-national sites, eventually looking to launch local campaigns in each region and language to validate the findings.

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