An award-winning brewery webshop that converts at 6.8%.

Delivered by Agency51, the PureNet Group’s BigCommerce and digital marketing agency.

The challenge

Timothy Taylor’s has brewed in Keighley, West Yorkshire, since 1858. One of the UK’s oldest family-owned breweries, it is known for consistently excellent cask-conditioned ales, found in good real ale pubs across the country.

Its fans already bought branded clothing and pub items online. But supermarket listings were getting harder to win and shops were discounting premium bottled ales heavily, widening the gap between pub and shop prices. A first-class webshop had become essential, along with SEO and email marketing.

The project

Agency51 redesigned the webshop’s branding and look to sit closer to the brewery’s main website, and optimised it for mobile, where most of its visitors shop.

• BigCommerce: a secure SaaS platform with rich features that keeps performing through traffic peaks
• The Timothy VIPint Club: customers earn Taylor’s Tokens for purchases, social media interactions and sharing by email, and redeem them for money off. Friend referrals give both people £5 off
• Pick-and-mix boxes: choose 16 or 24 bottles and set the quantity of each beer with simple plus and minus buttons
• Personalisation: customers type a message and see it on a Landlord bottle straight away, across mixed boxes and glassware

The results

The webshop was an immediate success and won the UK’s Best Independent Craft Brewery Webshop award. It converts at 6.8%, well above the industry’s 1 to 4%. Pick-and-mix boxes account for 17% of revenue, and more than 19% of visitors return within 30 days.

“Our amazing team, digital agency Agency51, and Keighley-based fulfilment centre have worked tirelessly to make sure our webshop is the best it could be for our loyal fans.”

Scott Cameron, Senior Brand Manager, Timothy Taylor’s Brewery