Transforming a beloved regional brand's online shop window

Website redesign and build for the East of England Co-op

The East of England Co-op is a consumer co-op entirely owned by over 275,000 members. It provides stores and services to towns and villages across 2,000 square miles in four counties - Norfolk, Suffolk, Essex, and Cambridgeshire.


Crafted completely re-designed the East of England Co-op’s digital presence; creating a hyper-local, dementia-friendly site that caters to their wide customer base. One of our chief challenges was showcasing such a wide range of services, everything from food to funerals, within a single site without damaging the experience for any group of customers. Analytics research indicated that most visitors navigated within a single service, so navigation was carefully designed to drive users into service-specific verticals, ensuring only relevant content was delivered. This approach also helped to improve user experience, allowing us to tailor key service areas more closely to their users. The inclusion of a store finder and store pages with hyper-local information improved local organic search rankings to drive in-store footfall. All of these considerations combine to provide a website that is faster, more engaging and befitting of a brand with the heritage of the East of England Co-op. 





The results

Increased visibility

Organic mobile visibility increased by 62%

Increased engagement

Session duration up 16% Bounce rate down 17%

Increased mobile engagement

Session duration up 14% Bounce rate down 9%

Call 01473 213222

Crafted did an amazing job with our new corporate website. The site needed to explain multiple different businesses, our work in supporting local communities and our membership offer. The team have delivered a brilliant final product – one that fits our brand and helps explain what we call our ‘co-op difference’. It is fast, easy to use and made migrating over 300 pages of content from our old site as painless as possible. We’ve already had some superb feedback on the responsiveness and design of the new site and are excited about developing it over the next few years. Oli Watts
Head of Communications - East of England Co-op

East Anglia’s largest independent retailer, with 200 stores across the region