On 19 September 2016, web development company IDS Logic proudly launched the new website for Pickfords, the UK’s leading removals and storage brand. The launch represents a key milestone in the digital marketing partnership between the two companies.
Pickfords offers a broad range of removal and storage services to consumer, business and public sector markets. The new website needed to deliver a demonstrable improvement in customer engagement and conversion to bolster Pickfords’ online position as market leader.
A key project challenge was to showcase Pickfords’ complex range of services and allow prospective customers to find relevant services of interest quickly and easily. IDS Logic commissioned Tall Ltd to bring its UX and creative expertise to the project. A revised information architecture and an impactful and compelling responsive web design combined to deliver new user journeys, all geared to maximising conversion.
The website’s UX and creative direction was underpinned by a strategic approach to the project.
Dan Sacker, Project Director at IDS Logic, explains…
“We knew that the content management platform we selected for this project and the approach we took would create the central hub for Pickfords’ digital marketing and customer engagement activities not just in the UK, but in new markets overseas too. Our approach involved a holistic assessment not just of Pickfords’ immediate digital marketing requirements, but its long term ambitions for growth and the role of digital in that.”
He continues. “We chose Sitefinity because of its sophisticated suite of CMS tools and personalisation capabilities, AND its ability for us to extend the system to meet unique business requirements. We’ve invested a lot of effort in developing a content management experience that eliminates technical barriers to adoption and which empowers the Pickfords’ team to easily manage their content online.”
IDS Logic undertook the entire web development process, including training for the Pickfords’ team on how to get the most out of this new CMS. All online enquiry mechanisms were integrated with Pickfords’ Navision ERP platform to support efficient processing of enquiries across the nationwide operation. An online pricing tool was also developed to give customers indicative move pricing online.
Additional web features include a local branch finder and a moving advice centre. IDS also significantly improved the stability and performance of the web hosting infrastructure, underpinned by a robust application support service.
Lyndsey Wallbank, Marketing Director at Pickfords, commented on the project outcomes.
“Our new website has significantly improved our digital marketing and our ability to control it. We now have a platform that reaches our customers wherever they are and whenever they want to engage with us. In the month since launch, we have already seen an increase in conversions, which is the critical measure of success. IDS Logic has again proved their expertise in project delivery and lead us to a successful on-time launch. Our new website can now truly support our evolving business strategy to remain at the forefront of our sector.”
The new UK website follows other web launches earlier this year for Pickfords’ overseas operations in Sweden and Canada. Further innovative digital projects are planned for 2017.