Upon hearing the news that we would be working with Walkers Shortbread, Mercurytide HQ was a hive of eager activity. We busied ourselves creating and implementing a plan for this iconic Scottish brand - a plan that would see Walkers Shortbread benefit from a sophisticated ecommerce platform, which would serve the needs of their worldwide customer base.
The excitement of our team was well-founded. Walkers Shortbread is a quintessential Scottish brand that is regarded worldwide for their products and values. Nestled in the incredible panorama held by the Scottish Highlands, Walkers Shortbread is far from being a mainstream enterprise. Not only is their scenic working environment the envy of employees everywhere, their team works hard to ensure that the habitat of Walkers Shortbread is safeguarded and regularly contribute to local environmental causes and charities.
By operating the brand from this secluded part of the world, Walkers Shortbread has become a meaningful part of Aberlour’s history. With their headquarters and six industrial-sized bakeries in Speyside – as well as the original bakery opened by Joseph Walker in 1898 – Walkers Shortbread takes pride in their contribution to local economy.
Generations of families have been part of the Walkers workforce and upon visiting the village of Aberlour, it’s clear that the brand is championed by its proud locals. Heritage and tradition is at the heart of every decision made by the team at Walkers Shortbread, patriots who are determined to uphold customs and values founded by their predecessors. For example, over 100 years later, the recipe that goes into making Walkers Shortbread remains unchanged; just four simple ingredients – pure creamery butter, sugar, flour and salt. Their commitment to continuous quality is a key factor in the evolution of a wee bakery in the Scottish Highlands into an extensive and successful global brand who have a workforce of over 1,600 employees.
Not only is Walkers Shortbread a fundamental part of Scottish tradition, their products are in demand worldwide – with the biggest export market being the United States, followed by Canada and Australia. Undoubtedly due to the number of expatriates who are yearning for a slice of Scotland’s finest home baking. That’s where Mercurytide came in to lend a helping hand.
Mercurytide created one robust platform which provided a coherent user experience and could allow Walkers the future possibility of gradually expanding into additional global regions. The site’s content can be translated into a multitude of languages to accommodate any future international users. Thanks to its geo-location functionality, relevant content can also be tailored towards each user which allows Walkers Shortbread’s customers to find exactly what they were looking for, quickly.
By building one ecommerce site which provided customers with easy access to their favourite products, this was a solid base for Walkers Shortbread to continue to expand into international markets. Meanwhile, the new site eased the administration tasks of the Walkers Shortbread staff, by boasting a comprehensive admin panel which allowed their team to update content, manage stock and shipping costs, print reports and consolidate with shipping orders.
To allow Walkers the potential to set up a trade ‘login’ facility in the future, Mercurytide created functionality within the back end of the website which would cater for the array of Walkers Shortbread stockists. Once implemented, this would allow the sellers of Walkers goods to place orders and maintain up-to-date information about each of the products – including ingredients and nutritional information.
By working closely with this special brand, Mercurytide was successful in creating a bespoke platform which services all of their requirements and the all-important needs of their customers. The site went live at the end of October and has resulted in a significant growth in their site statistics within just a few weeks. The site’s ease of use is sure to see these figures climb.
If you haven’t seen the site for yourself yet, head over to www.walkersshortbread.com and treat yourself to the delicious tastes of Scotland’s finest baking.
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