DiVAs 2016: Best Foodservice User Experience
Unilever Food Solutions
Unilever's remit was to develop a new website and CRM platform to make the site easy to find, simple for customers to buy products online and to facilitate both online and offline trial and purchase.
The judges thought that the catering supplier's focus on exceptional mobile performance, coupled with simple navigation and concise copy ensured customers could access relevant information quickly and better take advantage of promotions.
Unilever also added a channel selector, allowing operators to choose their sector, with content changing to reflect their interest. It is also easier for users to select and sample products through improved placement. Meanwhile the new platform sends triggered emails to streamline processes, with operators receiving messages on sample completion and when a sample has been sent.
Furthermore a new ‘buy it now' widget enables products to be simply specified through Bidvest.
Owing to this improved placement and user experience sample requests have gone up by 30% while returning visitors have gone up 8% and direct visits by 6%.
And it's not just the customer journey that's had an overhaul; the content is more compelling too. For example, variants are available on some recipes, so that operators can choose to view a difficult or time-consuming recipe and look to replicate it in a simpler fashion.
The site also features key information to download, such as Unilever's allergen guide, gluten-free guide as well as toolkits for schools and care homes.
