What they needed

An upgraded eCommerce platform, interactive planning tools, progressive customer profile building and an engaging customer experience to create long-term eCommerce success.

Hugh Jordan are a provider of catering services and equipment across the UK and Ireland. Search "catering equipment" in Google and they are one of over 300,000 results. With fierce competition for customers' attention making sure that website browsers converted into buyers was vital for Hugh Jordan.

They needed to understand customers' motivations in order to display products in a more persuasive way, providing more detailed product information, making the site easier to navigate and products easier to find. The internal team also required an easy to use eCommerce platform, with content management capability that allowed them to create complex, agile, multi-channel campaigns with ease.

"With a clearer understanding of customer behaviour, Hugh Jordan can make products easier to find and easier to buy."

What We Did (in six weeks)

We redesigned the existing eCommerce website interfaces to incorporate an "Amazon Style" mega menu, allowing users to easily interact with their 5,000+ product catalogue.

nopCommerce was upgraded to the latest version, enabling leading edge commerce tools such as customer group pricing, mobile commerce support, and elastic product searching. This upgrade allowed the Hugh Jordan team to easily manage content and create campaign or offer-specific landing pages that are optimised across all devices (Desktop, Tablet, Mobile).

We helped HJ achieve a quicker time to market with new content production processes which deliver outstanding experiences across channels. nopCommerce, a leading open source shopping cart, provides pluggable architecture which allows additional functionality and presentation elements to be dynamically added via a series of approved plugins and extensions.

nopCommerce also gives Hugh Jordan flexibility for any future developments around multi-vendor / multi-store support, it also integrates seamlessly with the Umbraco Content Management System.

We are currently working with Hugh Jordan to implement Copernica automated marketing software and an organisation wide CRM tool. Copernica will be used to build progressive profiles of customers, allowing Hugh Jordan to continue their digital strategy of targeting customers at the right time, with the right message. Copernica will also be used to run a series of automated email campaigns around abandoned carts, on boarding campaigns, and post purchase emails.

The numbers

The numbers

In 4 months since go live...


Increase in visits


Increase in mobile visits


Reduction in bounce rate

For the Hugh Jordan Customers

We created a responsive, engaging website that adds value through personalisation and gives customers more of what they want or need. The checkout process creates a positive experience and customers can be emailed relevant, special offers based on their previous activity. Each transaction or even website action helps to segment the customer more specifically.

nopCommerce has been integrated with Hugh Jordan's existing ERP solution (Microsoft Great Plains) allowing for real-time stock and price management, with all sales fed in real-time to the ERP system. The wishlist facility within Hugh Jordan has been enhanced to provide existing Hugh Jordan trade customers with direct access to a list of their most often purchased products, allowing them to easily place repeat orders.

Visitors have another reason to stick on the site in the form of a Pinterest-style mood board. The mood board allows customers to favourite products they like and share with friends via email and social channels. Start your own mood-board here.