Congratulations to us! We are very pleased to announce that Wunderman Thompson Commerce and our client British American Tobacco (BAT) have won Best Specialist/Other eCommerce Award at the eCommerce Awards 2021 for BAT’s digital transformation.

In January 2020, BAT tasked Wunderman Thompson Commerce to reimagine BAT’s three new category brands, Vuse, Glo and Velo . To research behaviour across their websites, define a new CX framework, subscriptions model and deliver a new global eCommerce platform, and we’re delighted to have been recognised and honoured for our achievements in helping BAT.

BAT’s ambition was to accelerate their D2C growth across their three brand categories by delivering an integrated strategy: providing a frictionless eCommerce experience, shared UX framework across the three brands, and global alignment across markets. In reducing dependency on physical retail, particularly relevant with Covid lockdowns, their aim was to provide a best-in-class eCommerce experience that would drive conversion and maximise digital-led loyalty.

Wunderman Thompson Commerce undertook customer research to understand frictions and opportunities for the website and to create experience principals for a customer-centric subscriptions proposition. This led to the CX reset, rolled out to 15 markets, and a complete revamp of their subscriptions offering. With a shared UX framework, design and content guidelines and asset libraries, end-markets now have access to shared assets and have seen an increase in conversion, average order value, subscriptions and revenue.

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