Customer Journey | Brand Development | Visual Identity | Content | Web
KEELHAM FARM SHOP
REVIEW & REFINE CUSTOMER EXPERIENCE FOR A YORKSHIRE FOOD HEAVEN
The journey from farm to fork
Keelham Farm Shop was a success story of the 2000s and 2010s, run by the Robertshaw family and with a focus on selling fresh food, for fair prices, to the local community.
The family had been selling groceries in Thornton, West Yorkshire, since 1929 and had farmed sheep there for three generations. The launch of Keelham Farm Shop was a turbo boost, with local farmers, brewers and allotment holders all encouraged to market their produce, and the public and suppliers alike taking to the venture with enthusiasm.
However, as for so many businesses, the Covid-19 pandemic caused havoc, and by the time KFS enlisted the services of Cubby Studio, backs were a little against the wall.
What they really needed from us was a review and a revamp of the customer journey. What do our customers think of us? What is important to them? How do they interact with us? How has the pandemic altered this?
The Keelham customer journey
Covid without doubt affected customer behaviour, both at the time and then beyond, and it was no different with Keelham Farm Shop’s loyal, enthusiastic but geographically spread customer base.
One of our first projects with KFS was to build a seasonal microsite to handle a hoped-for increase in online orders for Christmas. After designing and building a Shopify e-commerce site, and ensuring it was operational before a tight but necessary deadline, online Christmas orders increased 120% compared to the previous year.
This helped to uncover a change in customer behaviour, which we further embellished by running a detailed NPS (net promoter score) project with the business and its customers, shedding light on the reasons that customers visited KFS in person, the reasons they might shop online, and whether their attitudes and desires had changed.
The gathered insight clarified what KFS customers wanted, expected and loved, and included views on the range of products on offer, how visitors felt about value for money, about the environment as a whole, and about the friendliness of the customer-facing team.
These insights helped shape the next wave of marketing for the business, and informed the launch of new products, a revamp of the design and feel of food packaging design, and new seasonal menus for the restaurant and takeaway ranges.
This broad marketing support evolved into promoting an understanding within the business of what made loyal KFS customers loyal, communication of organisational change and ultimately supporting the KFS executive team through to the successful sale of the company.
