Hampshire, UK 02 August 2021- The UK’s first certified organic supermarket, Planet Organic have won gold in this year’s International Digital Experience Awards for Best Digital Transformation Project 2021.
They teamed up with Hampshire based Profound, an award winning digital experience transformation agency who helped them digitally transform their business over the last 12-months as well as delivering ongoing business value throughout the programme.
As a physical retail business with a large grocery component, the first Coronavirus lockdown back in March 2020 had a big impact on Planet Organic. Keen to continue to connect and serve their community, Planet Organic engaged Profound in July 2020 to design a programme of transformation to make better use of, and update, their digital estate.
Profound, working with partners Gradient Edge, designed and delivered a programme of change that started with re-platforming the e-commerce site www.planetorganic.com in just 90-days. During these 90-days the team built a new website, migrated all customer and order records, integrated with the enterprise resource planning software (ERP) for stock and product data, wrote a custom promotion engine and image handling capability and built a custom order management system. The new site was launched smoothly on the first day of lockdown 2.0 in the UK and has significantly outperformed the previous e-commerce offering by tenfold.
“Planet Organic are an authentic business that genuinely care about their customers” says John Pearson, Commercial Director, Profound. “We know that businesses who view ‘digital’ as a suite of tools to better serve their customers, rather than just another marketing channel, are the ones who succeed. Working with Planet Organic and our partners at Gradient Edge to deliver a business-wide transformation; touching on e-commerce, operations and business insight; at such a pace, has meant we have had to be incredibly outcome focused to solve all the encountered challenges. The fact that Planet Organic have been able to grow their customer base in a time where many retailers are having to scale back has been a testament that the program is working,” Pearsonconcludes.
Planet Organic together with Profound and Gradient Edge, will be continuing with a transformation roadmap over the next 12 months. Customer centricity is key to Planet Organic and this is why they will be focusing on how the in-store experience can be delivered to customers at home and online. This has been something the business has already been able to focus on since the new site launched in November 2020, through improved community engagement and customer service tools. Continued efforts on this front will be prioritising outcomes based on customer input.
Furthermore, to better understand customer needs a new data insight platform has also been delivered as part of the transformation. This data platform is designed to allow Planet Organic to discover information regarding operational requirements (for example, stock and replenishments) as well as better understand where customers want to engage with the brand when not in-store or onsite. It can also give insight for the marketing team regarding customer loyalty, which the brand is keen to reward. Further additions from the program, such re-creating the explore-and-excite store experience by showing tailored product recommendations online, has contributed to the rich omni-channel experience for customers and this will continue to be developed as more customer research is conducted.
“Winning the Best Digital Transformation Awards from the DXA is a testament to how quick-thinking retailers can survive and thrive during challenging trading times by creatively leveraging technology. It also demonstrates that high-value digital transformations can be done at pace when businesses focus on outcomes and the in-house teams have the best interests of the customer in mind. Being outcome focused allowed our partners to help us solve problems quickly and deliver right-sized solutions” says Alex Hodge, Customer Director, Planet Organic.