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Transforming a beloved regional brand's online shop window

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. 

Crafted screen shot

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. 

Crafted screen shot

The work didn't stop with the new website launch. We continue to support and run East of England's digital marketing strategy. 

Our Christmas campaign for East of England Co-op used a mix of channels across PPC, Paid Social, Display and Spotify. The strategy had a considered promotion schedule throughout the key periods of Christmas and New Year.

Our work won best agency-led campaign and best local campaign at the Biddable Media Awards, but most importantly drove more people into stores.

Local Campaign of the Year.
Website results.
More visibility.
62% increase in organic visibility
Less bounce.
17% reduction in bounce rate
More engagement.
16% increase in session duration

Crafted did an amazing job with our new corporate website. It's fast, easy to use and made migrating over 300 pages of content from our old site as painless as possible.

Oli Watts, East of England Co-Op