Case Studies

Helping a family-run gin distillery tell their story and reach a wider audience

Design & UX
Digital Marketing
Integrations
Woocommerce

Hayman’s, an internationally renowned, family-run gin brand, needed a new website aligning with their updated brand guidelines to increase online sales in the UK market, expand their roster of distillery tours and events and enhance their online presence.

Client:

Haymans

Website:

haymansgin.com

What we did

Discovery & Strategy

Technical SEO audit

UX Wireframes, full mobile & site design

Fully bespoke WordPress theme

Custom Events booking system

Project Summary

Hayman’s, an internationally renowned, family-run gin brand, was primarily known for supplying bars and restaurants worldwide. The brand sought to create a new website aligning with their updated brand guidelines to increase online sales in the UK market, expand their roster of distillery tours and events at their London distillery, support their efforts to secure a supermarket listings, and enhance their online presence and reputation as a leading gin brand.

The challenges facing Hayman’s

The existing website was a brochure site with a bolted-on e-commerce function that wasn’t effectively driving revenue from their SKUs. Hayman’s needed an easy-to-manage CMS system that would allow them to self-manage the site, integrate with their shipping, produce a daily picklist for their packing teams, add promotional discounts to the site and include adding events that users could book, a feature they currently lacked.                          

Digitally bringing the brand to life

HappyKite developed a comprehensive e-commerce site for Hayman’s to not only address the issues with their existing website and meet their needs, but also to align with their new brand guidelines. The following solutions were implemented:

1.

Redesign the Website with a User-Friendly CMS

Solution:

Develop a new website, adhering to their updated brand guidelines, using a robust and user-friendly Content Management System (CMS) with WordPress.

Benefit:

This allows Hayman’s team to easily update content and maintain the website without requiring extensive technical knowledge.

2.

Integrate Comprehensive E-commerce Functionality

Solution:

Utilise WooCommerce e-commerce plugin to create a seamless online shopping experience.

Benefit:

Enhances the ability to drive revenue from their SKUs by offering a streamlined and user-friendly purchasing process.

3.

Shipping Integration

Solution:

Implement shipping integrations with the carrier Hayman’s used through custom API integrations.

Benefit:

Automates shipping calculations, label printing, and tracking, making it easier for the team to handle orders.

4.

Automated Daily Picklist Generation

Solution:

Develop a custom feature that generate a daily picklist for the packing team.

Benefit:

Streamlines the packing process, ensuring accuracy and efficiency in fulfilling orders.

5.

Promotional Discounts

Solution:

Implement a discount management system that allows the creation and management of promotional discounts and coupon codes.

Benefit:

Enables Hayman’s to run marketing campaigns and special promotions easily, attracting more customers and boosting sales.

6.

Event Booking System

Solution:

Develop and integrate a bespoke events booking system that allows users to book tours and events directly through the website.

Benefit:

Facilitates event management and enhances user experience by providing an easy way to book and pay for events online.

7.

Enhanced User Experience

Solution:

Focus on an intuitive website layout, fast load times, mobile optimisation, and easy navigation.

Benefit:

Increases user engagement and reduces bounce rates, contributing to higher conversion rates.

8.

Ongoing Support and Maintenance

Solution:

Offer a support and maintenance plan to ensure the website remains up-to-date, secure, and functional.

Benefit:

Ensures long-term success and reliability of the website, with prompt resolution of any issues that arise.

By addressing these key areas, the new website not only aligned with Hayman’s brand guidelines by design but also significantly enhanced their online presence, drive revenue, and improve overall user engagement.

Developing the website to future-proof the business

The new CMS website developed for Hayman’s using WooCommerce has significantly improved its ability to adapt to future needs. By utilising the powerful and adaptable WooCommerce platform, the website can easily expand along with the business, accommodating the growth of product lines and increasing customer traffic without sacrificing performance.

Partnering with HappyKite has ensured that new features and integrations can be seamlessly added, keeping the website up-to-date with the latest digital innovations and market demands. Additionally, the CMS foundation allows for efficient content management, enabling the Hayman’s team to easily update and maintain the website as the company evolves. This strategic implementation not only addressed current operational needs but also positions Hayman’s to quickly adapt, ensuring long-term sustainability and competitive advantage.

The Results…

The implementation of the new website generated significant results:

0%
Growth in Organic Revenue
0%
Increase in Conversion Rate

Increased Revenue: The new events system boosted incremental revenue, and the SKU’s generated regular sales through the website.

Flexibility in product range: With the flexibility and control given to Hayman’s via the CMS system it enabled Hayman’s to quickly add seasonal and promotional products as well as pivot to virtual gin experiences during COVID-19.

Enhanced User Engagement: User engagement increased, with the average time spent on the site rising significantly, as well as pages per session. Bounce rate also reduced markedly.

Market Capture: The strategic updates helped Hayman’s capture a significant portion of the gin market. They now rank 1st for Old Tom Gin, 2nd for London Dry Gin, 4th for low alcohol gin (as reported at the time of writing this case study).

Organic Traffic: The site saw an significant growth in users per month, with nearly 50% of traffic coming from organic searches.

This is STUNNING. You’ve done – as always – the most amazing job. Your attention to detail makes working with you an absolute breeze!

Emma Parlons, Head of Consumer Communications

The collaboration with Hayman’s was pivotal in supporting their brand evolution and establishing their identity in the competitive gin market. By updating the site to reflect Hayman’s values and identity, we not only increased engagement and revenue but also solidified their position as a leading gin brand.

The use of WooCommerce was instrumental in driving sales of their SKUs, addressing a major shortcoming of the old site. Additionally, the seamless integration of the bespoke events booking system helped navigate the challenges posed by the pandemic, ultimately fostering growth and sustaining the brand’s market presence.

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