Experience Design

Getting Twinings' ecommerce store Christmas ready

Sarah Holcombe

The festive period is a busy time for any ecommerce retailer, and there’s plenty of preparation that needs to go into creating a truly festive yet functional experience for customers.

We’ve been working closely with the UK’s number one premium tea brand once again this year to ‘add a #LittleSparkle with Twinings this Christmas’.

A cup of twinings tea

When we received our brief for the ecommerce site, we knew that for the holiday period we needed to create an intuitive and engaging method of helping customers find the perfect gift for their loved ones, in a format that could be reused each year by the client to create a special, festive experience.

Adding sparkle to the store

We designed and developed a flexible and reusable structure for across the festive period that could be used on the ecommerce store across other key occasions such as Black Friday to keep the brand look and feel strong across the year, and to maximise our client’s time and budget.

This means that each Christmas, the design can be easily refreshed by the Twinings team whilst keeping a consistent look with the online and offline print visuals, including the brand’s Christmas newsletters. Now, everything is consistently infused with an abundance of glitter and gold, festive flourishes, script fonts, and rich, bold colours to add texture and bring the brand’s products to life.

Boxes of Twinings tea

Twinings Black Friday promotional advert

Keeping it social

We think it’s fair to say that the Twinings brand is really visually appealing, and they have some great imagery of their incredible range of products and beyond. For this reason, we’ve added their Instagram feed onto the homepage of the store to enable customers to examine a showcase of new images, stock, and events that the brand is featuring.

Twinings Instagram account

Festive functionality

The ecommerce store uses various features to make the customer experience extra special, and to help make the Twinings team's lives easier.

The first element is a promotions section, with space for a feature image and sparkle options depending on the campaign. The Twinings team can then choose the image for the promotion, overlaying it with different elements that suit the occasion.

Within the Kentico CMS, Twinings can use customisable components on every page for a huge amount of flexibility. These image templates mean that the team has complete freedom to promote special offers, recipes, articles, features, and products for the specific time of year, whilst maintaining a strong and considered visual hierarchy.

Twinings Christmas gift set

Understanding the customer 

We know the key to Twinings’ ecommerce success at Christmas is all about understanding how the customer feels about the experience of buying from the site.

We know the key to Twinings’ ecommerce success at Christmas is all about understanding how the customer feels about the experience of buying from the site.

Our UX team carried out some research on Twinings’ previous Christmas campaign to learn more about how users engaged with the site last year, and we made appropriate changes to make the customer experience even better.

Our research revealed that many customers were clear about what they wanted to buy from the ecommerce store, so we offered a clear route to the product categories, featured on both the homepage and clearly in the meganav for the Christmas shop. 

When moving throughout the product pages, you’ll also notice a section for recommendations, both from customers and Twinings, to facilitate a sense of social selling and showing customers products they may not have known about.

Twinings navigation on the website

Never miss out

We know there’re nothing worse than finding the perfect gift for a loved one, then discovering it’s out of stock. That’s why we’ve added the ability for customers to enter their emails in order to receive a notification when a product comes back in stock. That way, there’s no way of missing out on tea goodness!

Box of Twinings tea

Personalised gifts

Twinings offers its iconic tea caddies with personalisation options for the perfect Christmas gift. We’ve made on-page personalisation messages for products more visible so that users can easily input their message on a gift for their loved ones.

Box of personalised Twinings tea

Overall result

When landing on the site, the customer’s journey into Christmas begins thanks to the festive makeover. The site is strewn with sparkle and glamour that instantly lets you know any gift you buy will be special. With responsive design, we can ensure that a sense of festive warmth and sparkle comes through regardless of when, where, and how Twinings customers choose to shop.