Heritage brand transforms its global omnichannel experience with loyalty
About Whittard of Chelsea
Whittard of Chelsea is a premium specialty retailer specializing in tea, coffee, and hot chocolate. Founded in 1886 on Fleet Street, London, by Walter Whittard, it has over a century of expertise in sourcing the finest tea, coffee, and cocoa and crafting bespoke blends for its customers.
From its Victorian Era origins, the heritage British brand has brewed a reputation for excellence through its unique blend of classic tastes and innovative flavors. Today, it has a global presence, operating more than 40 stores and a digital presence in over 40 countries.
Services
- NBusiness analysis
- NCustom UX & UI design
- NWebsite development & implementation
- NConversion rate optimization
- NTechnical SEO
- NOn-site delivery, support, & training
- NLoyalty implementation
Commerce platform
Results
230%increase in mobile transactions
175%increase in revenue
48%increase in conversion rate
121,000+loyalty signups within first 2 months
Salesforce Commerce Cloud
The Brief
As a premium retailer, Whittard faced increasing pressure to evolve its digital presence to reflect the exceptional in-store experience customers had come to expect.
The first project focused on replatforming its legacy platform. The existing website lacked scalability and functionality, creating challenges in delivering rich content, supporting international growth, and embracing omnichannel innovations. Making changes and improvements to the website was both costly and time consuming.
Tryzens Global partnered with Whittard to provide leading expertise and guidance as they sought to overhaul their online offering and technology stack.
The objectives were to bring the heritage experience into the omnichannel age, creating a functional, engaging experience for its customers. It needed to support international trade and deliver experiences across multiple channels.
Following the replatform, Whittard embarked on a second initiative to deepen customer loyalty and engagement. The retailer aimed to introduce a global loyalty program that could integrate seamlessly with its ecommerce platform, enabling it to better serve its international customers.
The Solution
In partnership with Tryzens Global, Whittard embarked on a phased digital transformation that included a complete website replatform, followed by the launch of the Whittard Rewards loyalty program.
Website Replatform
To future-proof its ecommerce operations and enable global scalability, we selected Salesforce Commerce Cloud as the ideal solution. The platform offers powerful tools such as rich merchandising capabilities, AI-driven personalization, and rapid deployment for global expansion – all to support the future growth strategy of the business.
It was crucial for Whittard to enrich their online experience with informative content, matching the high level of service offered in-store. Content ranging from recipes and product selection to insights into the craftspeople behind the products has been seamlessly integrated across the site. This approach not only provides valuable advice to customers but also guides them through the path to purchase.
Loyalty Program Launch
Following the replatform, we moved onto the second initiative: the launch of its loyalty program, Whittard Rewards, which was first rolled out in the UK before expanding worldwide. Powered by the customer loyalty platform Antavo, customers can collect points and earn rewards both online and in-store as well as receive anniversary vouchers and early access to new products.
Key Integrations
“Our customers sit at the heart of everything that we do, and we wanted to give them the same sort of quality experience online as they can expect in our stores. With Tryzens’ expertise, we’ve been able to do that. Our online store is very authentic and achieves a blend of heritage and digital innovation. And in a time when customer loyalty is critical for growth, Whittard Rewards allows us to connect with our customers in more meaningful ways, deepening brand engagement across channels, and building lasting relationships.”
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