Showcasing their brilliance once again, Wunderman Thompson Commerce demonstrate their commitment, capability and excellence in customer experience by picking up a Bronze Award in the digital transformation category at the UK Customer Experience Awards 2021, for their work with British American Tobacco (BAT).

Not phased by the past 18 months, the team adapted, changed and persevered to deliver a better tomorrow for BAT and its customers globally. Delivering a new global commerce platform to inspire D2C eCommerce.

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-19 lockdowns, their aim was to provide a best-in-class eCommerce experience that would drive conversion and maximise digital-led loyalty.

In January 2020, Wunderman Thompson Commerce reimagined the customer experience for BAT's three websites Vuse, glo and Velo, and undertook research to understand frictions and opportunities for the website, as well as creating experience principals for a customer-centric subscriptions proposition. This led to the CX reset, which was rolled out to 15 markets, and included a complete revamp of BAT's existing subscriptions offering. With a shared UX framework, design and content guidelines and asset libraries, end-markets now have access to shared assets and are seeing impressive results, with an increase in conversion, average order value, subscriptions and revenue.

It’s fantastic to have our strategic new websites up and running. Thanks to everyone involved in a strong partnership and to Wunderman Thompson Commerce for getting them live! Your dedication and pride in your work is a privilege to see and has resulted in a much-improved experience for our customers.

Chris Francis

Director - Global Head of eCommerce Development, BAT

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