Success Stories

blubolt launch new sites for Whittard of Chelsea

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Leigh Mardon

Reading time: 2 minutes

Whittard of Chelsea is an international brand with roots dating all the way back to 1886, when Walter Whittard founded his first shop on London’s Fleet Street. Just two short years later, imports of tea grown by the British in India were a staggering 86 million lbs, soon exceeding the traditional Chinese imports and notching up impressive retail sales throughout the British Isles. Like the .com boom of its time, cynics expected tea sales to level out, but there was no stopping the Whittard brand nor the British taste for a good cup of tea.

Fast forward to 2015 and Whittard is a leading name.

Whittard of Chelsea

Introducing the new Whittard websites

The new Whittard mobile and desktop sites went live in May and July 2015 respectively, and are built on the bluCommerce platform. The aesthetic is designed to unify the High Street and online presences to complement the regeneration of their High Street stores. Whittard’s new look is fresh, dynamic and forward-thinking, complementing their status as a luxury brand and flowing seamlessly between online marketing and the High Street shopping experience. Instead of treating the websites and retail stores as separate entities, the unified brand message encourages customers to experience both sides of the company, allowing them make new in-store discoveries that they can easily re-order online – and vice versa.

Content improvements

  • blubolt’s bespoke bluCommerce platform provides the hosting for the online shopping experience
  • The clean and fresh visual features custom-created imagery that fits the site design and layout
  • Unified branding takes centre stage, with a strong emphasis on imagery to entice click-lead navigation
  • Clearer navigation for easy click-led movement around the site
  • A clutter-free layout that places products centre stage
  • Revamped product pages that make it easy to shop, with information displaying below the cart buttons and cross-sells

User experience improvements

  • Improved user experience utilising best-practice solutions garnered from 9 years of agency experience
  • Increased website speeds and improved overall efficiency
  • CMS-driven navigation with clear cues for different sections of the site – Shop, Experience and Explore
  • Clear cues in the secondary shop navigation make it easy to shop by product type and find key information
  • Enhanced tertiary shopping navigation allows customers to browse collections using a variety of popular winnows including country of origin, brewing style and accessory type
  • A sticky footer provides easy navigation for key brand pages including information, a store locator and the blog
  • An improved customer account area makes it easy to view and amend key information as well as displaying the order history, current subscriptions and wishlists
  • The checkout process is quicker across all platforms, with more options for payment and delivery
  • Auto-populating search is available in the nav from any page on site to make finding products quick and easy

Marketing improvements

  • Addition of intelligent product marketing to product pages, information pages and even 404 pages
  • A beautiful blog space offers the perfect place for storytelling, buyer’s guides and external marketing
  • The newsletter sign-up box appears in the footer on both mobile and desktop sites
  • Bigger focus on social sharing on product pages as well as social cues in the sticky footer
  • Gift voucher integration – allows users to purchase and use gift vouchers on site, including those bought in-store
  • Product review ratings display beneath thumbnails on the landing pages, so the best-reviewed items are easily noticed
  • The improved wishlist functionality live updates as items from the list are purchased

Whittard of Chelsea

Mobile site improvements

  • A bespoke mobile solution that’s unified with the main site while accounting for the unique requirements for mCommerce best practice
  • The responsive design layout works well on a wide variety of devices, operating systems and screen sizes
  • Retina display ready- the images are clear and crisp on any mobile browser
  • A sticky navigation bar gives easy access to the menu, account area and product search from anywhere on site
  • The sticky footer directs mobile traffic to key information pages which are optimised for mobile browsing
  • Infinite pagination on landing pages for easy product browsing
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