German Deli has been a huge success and in just over a year and a half of doing business online it has gathered 110,000 hits a month and is still increasing this figure. We focussed on making the site very, very easy to use and quick to load - key for retaining customers and securing orders. The site is designed in XHTML and WAI-A which maximises its accessibility to potential customers.

Background

This e-commerce site was a new venture for German Deli - we rebranded the company and developed its online services. The business has been going from strength to strength and the feedback from customers has been overwhelmingly positive. The turnover (previously built up over the past five years) more than tripled in the past 18 months.

Branding

When we started on this project we focussed on making the site very user friendly. Our first step was to find a sympathetic brand language, that was familiar and personal, and was strong enough to carry across those values across the web. We wanted to create a space where customers felt very comfortable, curious and had the ability to have a good ongoing dialogue with the shopkeepers. We felt that these elements are what makes a deli such a special and enjoyable place to shop.

Navigation

We ensured that we kept the shop simple, we didn’t want to clutter the site with offers. We knew that shoppers would want clear signposts of where they could find what, but also have the chance to find things they didn’t know about. We made sure that popular choices and recent additions could be seen on first go, it helped emphasise the seasonal appeal that the deli has, and as it changes regularly it encouraged visitors to return.

In keeping the experience simple we dedicated one separate page for the full product list so that it was easy for customers to explore the full extent of the shops stock. We opted for a linear list, this approach is easier for a customer to ‘retrace steps’ or to ‘re-locate goods’, as it gives a clearer mental picture of where they had visited.

Details such as having a small friendly application running on the product page showing currently out of stock items also contributed to a good user experience. Careful thought was taken in considering where to position what information to reduce customer confusion or disatisfaction and to reduce extra work for the shops staff from inquiries for things that are either out of stock or not stocked at all.

Communication

We made sure that there were many routes for the customer to make contact, for what ever reason.

A feedback button is in place on all pages to enable customers to rate the site on its ease of use and its quality of food. Email forms were always readily accessible for customers to have quick query or friendly message or anecdote.

A wish list process allows for customers to submit wishes for particular food to be stocked. In this instance we specifically made sure the experience was a slow one. We devised a step by step process, in which the system automatically responds to each input.

This approach enables the customer to focus on exactly what they want and encourages them to provide producer details and locations, it also means staff take the request seriously and can respond in kind. It works well, and the shop receives around four requests a day, often with producers details and location, making it much easier for the deli to source the product.

Through these various forms of communictation the shop buzzes with online activity and ensures that it is always in touch with customer needs and wishes.

Accessibility

The shop has been designed to WAI-AA which means it maximises its appeal to potential customers. The site is also designed so that it has very fast loading times, which obviously makes customers happy. There are plans to add specific layouts for the use on mobile devices - so people could experience what German Deli has to offer on their way back home.

Backend

The back end is based on a 1&1 shop package, to which we did an extensive redesign. The shop’s success has even surprised the guys at 1&1. They have let us know that it is one of the top performing e-commerce sites in its class, and even invited us to share some of our thoughts prior to their release of their new package of ecommerce solutions.

The Human Factor

The site is edited and maintained by the shops staff. Their use of language and humour has been integral to the ease of use of the site. All products are described, and slowly all ingredients are being added. This reveals in a gentle way the knowledge and expertise of the deli staff, it also add to a general good feeling people get from the site, reflected in the comments they send back.
The shop front has a constantly updated post to its customers, keeping them informed of changes in the shop. The language used is funny and lighthearted, which reflects and adds to the sense of community growing around the site.

The experitise of the staff and their willingness to help and communicate and the ease in which they are able to do it has been a key to online customers becoming regulars and the site being a success.