AGA Group - multi-site ecommerce case study

Expanding ecommerce across the group using tradeit

The AGA Cook Shop organisation is made up of 48 shops, plus independents which distribute and sell AGA products that complement their cookers. AGA Cook Shop is part of a group of companies that also includes Divertimenti - a business that had previously partnered with Red for the design, development and implementation of a powerful ecommerce solution.

  • AGA Group
  • AGA Group
  • AGA Group

Divertimenti's new website had transformed the company's online presence, optimised search engine presence and had helped increase the number of visitors to the website by some 60%, with a corresponding rise in online business. "We had been very impressed with Red and their understanding of our objectives during this project, " explained Maureen Williams, Head of the AGA Cook Shop Collection. "We wanted to achieve a similar improvement in the AGA Cook Shop's web presence and it made sense to expand the existing platform to support the new website."

By extending the platform to include the AGA Cook Shop, the group could standardise on technologies and achieve a greater ROI whilst considerably reducing the costs of deployment and ongoing management. Online sales are an important part of the AGA Cook Shop's business but the existing website no longer provided the capabilities and features that were required. "We needed to radically improve the online experience of our customers," added Maureeen. "In addition to providing easy-to-use and secure ecommerce capabilities, we also wanted to increase repeat orders, encourage visitors to our website and provide a professional after-sales service to customers who had recently purchased an AGA cooker."

Multi-site ecommerce rollout

Working closely with AGA Cook Shop, Red designed and implemented a new website tightly integrated with tradeit - a feature-rich ecommerce platform that seamlessly combines full web content management capabilities with integrated online marketing tools. Much of the innovative technologies developed by Red for the Divertimenti ecommerce solution were used for the new AGA Cook Shop website, reducing development time and keeping costs down.

AGA Cook Shop's website and ecommerce solution has helped transform the company's online presence and business. Search engine optimisation has seen website visitors increase by over 50% in just a few months, and online sales have also increased - both in volume and average order value.

"The Divertimenti website is highly successful and we are now seeing similar improvements in business from the AGA Cook Shop website," concluded Maureen. "We have achieved substantial economies of scale and our customers particularly appreciate the streamlined ecommerce features that make online purchasing a simple and very secure process."

Project Highlights

  • Multiple ecommerce stores for brands within the AGA Group.
  • Large online community sharing tips, techniques and recipes.
  • Event booking for AGA's cookery school.
  • Multi-lingual supporting AGA's European presence.
"Our new ecommerce solution has already exceeded our expectations. We are getting many more visitors to our website and have seen a marked increase in online orders, thanks to the intuitive online purchasing system that has been a real hit with our customers."

Head of The AGA Cook Shop Collection