Scott Brothers is a family-run butcher located in an area of Scotland known for its great beef, lamb and pork. With three shops across Dundee and over 75 staff, its owners – brothers Scott and George Jarron – are now the third generation of the family to be selling and enthusing about great meat and good food. They were looking for a partner with the right experience to build a B2C ecommerce butchers business serving the UK consumer market while catering for the needs of its local customers.
Scott Brothers’ website had a small number of weekly orders from customers across the UK. With the UK online food delivery market forecast to grow significantly in the years ahead and local customers showing more interest in ordering online, Scott Brothers recognised the need to bring in someone with the right marketing and ecommerce expertise to achieve their goals.
Acting as an outsourced ‘digital marketing director’, Robertson Collaborate understood that selecting the right partners was essential in building a team focused on growth. Knowing the ambitious plans for the wider business, Robertson Collaborate’s first step was to evolve the brand. The creative agency selected as part of the engagement developed the new brand, fusing Scott Brothers’ traditional roots with a modern feel.
The next step was developing Scott Brothers’ online offering to showcase the products to both local and national customers – sharing Scott Brothers’ knowledge and expertise of meat and telling its story from field to fork – and making sure customers were satisfied with the service. Scott Brothers has a Google Customer Review rating of 4.9.
Knowing how people search online for butchers’ products was essential in order to build a responsive website with an appropriate structure. Given the cost to acquire new customers through paid-search and digital advertising, building a commercially successful operation has been achieved by converting customers and developing ongoing relationships, including through a targeted, personalised email programme and social media.
The service, including local delivery and a click & collect option, has been particularly popular during the pandemic, when Scott Brothers experienced a boom in online orders, increasing demand by tenfold.
In summer 2020, Robertson Collaborate helped Scott Brothers recruit a marketing manager to build their in-house capabilities, and Robertson Collaborate is now focused on advising Scott Brothers on their growth strategy, as well as how to optimise marketing performance.
Scott Jarron, family owner, said “Working with Robertson Collaborate we now have a website and online customer experience that matches the quality of our products. The Scott Brothers website is a continuously growing, essential part of our business, contributing a revenue of close to seven figures in the last financial year, and we look forward to continuing the relationship with Robertson Collaborate.”
Scott Jarron, co-owner, Scott Brothers