With over 75 staff, Scott Brothers is a successful butchers with three shops in Dundee, and located in an area known for its great Scottish beef, lamb and pork.
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 an ecommerce butchers business serving the UK consumer market.
Scott Brothers’ website had a steady, but relatively small number of weekly orders from customers across the UK. And with the UK online food delivery market forecast to grow significantly in the years ahead, Scott Brothers recognised they needed to bring in people with the right marketing and ecommerce expertise, who had done it before, to help them achieve their objectives.
Acting as an outsourced ‘digital marketing director’ and working closely with the business, Robertson Collaborate brought together a selection of partners from its network to deliver the project. Selecting the right partners to work with was essential – building an ecommerce team focused on the growth of the business across the UK.
Knowing the ambitious plans for the wider business, Robertson Collaborate knew the first step was to evolve the Scott Brothers brand to tie the offline and online branding together. The creative agency selected as part of the engagement developed the new brand, fusing Scott Brothers’ traditional roots and family heritage with a modern feel.
The next step was deciding Scott Brothers’ online offering to showcase the product at its very best – sharing knowledge and expertise of meat and how to best cook it, and telling its story from field to fork.
Beyond the website, with improvements in the marketplace for perishables’ packaging, Robertson Collaborate researched and selected innovative branded packaging that keeps the food chilled for up to 72 hours.
Knowing how people search online for butchers’ products was essential in order to build a responsive website that takes advantage of this, with the right site structure. Selecting an ecommerce partner to build the website and be responsible for delivering the ongoing online marketing also ensured the website was built optimised for search. Given the cost to acquire new customers through paid-search and digital advertising, building a commercially successful operation will be achieved by converting customers, using new features and technology, and developing ongoing relationships with acquired customers, including a targeted, personalised email programme. The website launched in July 2016. Robertson Collaborate is now focused on carrying out the marketing plan to grow sales on the new platform.
“Working with Robertson Collaborate we now have a website and online customer experience that matches the quality of our products, and we look forward to continuing the relationship and growing our UK-wide ecommerce retail business.”
Scott Jarron, co-owner, Scott Brothers