For 3 generations now, Evlier has been passionately grinding and mixing the world’s finest spices and herbs. Their sublime mixtures are specially designed for nutrition professionals like butchers, caterers and food manufacturers. Evlier asked us to rework their website, which was too consumer-oriented.
The real target audience is a B2B audience, consisting of a wide range of food professionals who process Evlier spices in their products and meals. Our job was to turn the B2C website into a B2B service platform, offering products, guidance and inspiration.
We realised the new platform should correspond with the real target audience: the food professionals working with Evlier spices and herbs. The purpose of the website should be threefold. First of all, it engages and inspires professional customers, giving them the right content and unique advantages. Secondly, it enhances their visibility with the consumers, and thirdly, it presents them with the products and services they need.
For 3 generations now, Evlier has been passionately grinding and mixing the world’s finest spices and herbs. Their sublime mixtures are specially designed for nutrition professionals like butchers, caterers and food manufacturers. Evlier asked us to rework their website, which was too consumer-oriented.
The real target audience is a B2B audience, consisting of a wide range of food professionals who process Evlier spices in their products and meals. Our job was to turn the B2C website into a B2B service platform, offering products, guidance and inspiration.
We realised the new platform should correspond with the real target audience: the food professionals working with Evlier spices and herbs. The purpose of the website should be threefold. First of all, it engages and inspires professional customers, giving them the right content and unique advantages. Secondly, it enhances their visibility with the consumers, and thirdly, it presents them with the products and services they need.
The new website focuses on food professionals instead of consumers. In order to guide each professional swiftly to the right type of content, we offer 3 ways to enter the website: as a butcher, a caterer or a food manufacturer.
To engage B2B customers and connect them optimally to the brand Evlier, we introduced new types of content. Visitors with a professional account got access to exclusive content like recipes, how-to-videos, whitepapers and technical sheets. They also gained access to a database full of prospects. Because of these advantages, more and more professionals are registering.
All too often, the end consumer didn’t know where to shop for Evlier herbs. That is why we also developed a Point-of-Sales locator which is integrated into the website. To push food professionals to register, we rolled out an activation campaign.
Building this database was quite a challenge since we were not allowed to use third-party cookies. This made it more difficult to target the right audience and track the results of the campaign. But we succeeded, as Evlier is building its own strong community.
The introduction of professional accounts paid off, as the numbers are growing. In 15 months, there was a 64% increase in professional accounts. Also, the number of POS locations grew by 24%. This implies traffic to the website is increasing, and the Evlier community is growing.
We are now able to target these new contacts, map their needs and communicate proactively.
Our UX/UI experts implemented user-friendly website navigation, leading the different types of food professionals to the right content in a natural flow.
