Pretty people producing pigs -Pennines.

1. August 25th 2015
Dear Chris/Cris/Kris
SJ has asked me to forward you some thoughts and feedback re websites to
consider from a reference perspective as well as some thoughts on content.
Having seen your own website, you clearly know what you are doing in
building and designing websites so apologies in advance for any stating of he
bleeding obvious but here we go.
Background/Pondering
I had a straw poll amongst a group of about 20 and generally no one (AB12 -
35/50 age group who all buy 'good 'food in that they care where it comes from
and how it got here (bar Burger King oddly which the men seemed to think
was exempt from any moral pressure!) would go on line to look for sausages
or charcuterie. Their first reference/source would be:
1 In store - whether supermarket or the independent butcher/deli/food hall
2. Friends' recommendations
3.Restaurant or dinner party or bbq experience
4. Sunday papers or local paper lifestyle magazine/food reviews.
Initial Thought
I would suggest that the website is a 50/50 news to shopping portal and is set
up in such a way to allow regular editing and updating by the team. In this way
they can control process and promotion on the purchasing side and update
the news/info on a weekly/monthly basis. A customer feedback area and
review section are essential as is the means of responding to the comments
and using the reviews to generate more business.
Therefore we need also to promote our website as a tool of the marketing
through news, reviews and increased sales leading to increased visibility in
store. We are currently in the Co Op and looking to get on to the Booths'
register as our next supermarket. These store locations will predominantly be

2. in North/North West based and so our target audience is predominantly the
people who use these stores and are interested in good - in terms of both
high quality and ethical provenance - food. In addition, the people who vist
the foodie festivals and shows are key to our target market as they are the
viral marketers we rely on to spread the word.
Style/Look
I am an advocate of looking around subjects and ideas; the Porcus Sausages
are unique in their flavour and quality, the Porcus story, their distinctive
packaging and the personality of the brand and its creators all add up to more
than sausages. Therefore I am inclined towards looking at showcasing
products as more than just their composition. Before this gets too arcane for
example - a bag is useful thing to put your paraphernalia in so why not just
use a Tesco carrier bag? Cheap, easy to replace, waterproof? Because the
aspiration for many is for a Gucci/Vuitton that makes a statement about YOU.
The Porcus sausages are the high end of the market and so the customer
must be wooed into buy in of Porcus and then the products do the hard sell by
dint of their taste and quality. You know you are getting what you paid for in
monetary terms so the sense of worth, satisfaction and achievement is
immense. Add in the ethical part of the story - i.e. the provenance of the
products, the welfare of the animals, the creation of local industry and wealth,
then the feel good factor to the customer is tangible.
In addition, the Porcus product is priced at the higher end of the market and
so you are creating an anticipation/expectation that these are no cheap
bangers, which should avoid the 'abandoned basket' issues, but equally, by
showcasing the products in such a high end way, the ultimate cost is lower
than anticipated thus creating a feel good factor on having saved money you
had mentally spent/impulse to purchase more.
As an example, the shoe brand Dune showcased their products in back lit
revolving clear perspex as did Jimmy Choo. Their strategy was that when the
client saw the product so displayed, she/he mentally adjusted the price

3. upwards, when they saw the actual, lower cost of the shoes - the usual
response was to buy two pairs!
Therefore the website has to be part of the overall strategic marketing
collateral and reinforce the brand tone of voice, appreciation and knowledge
of the product and processes while simultaneously advising/educating and
informing the customer. Reviews, comment and engagement with the
customer is paramount.
The website review section must be prominent, easy to use as a customer
and moderate as the owner. It must have star ratings as well as written
reviews - or possibly little piggies with halos instead of stars?? - and link back
to the Twitter and Facebook accounts too.
Transactional pages
In terms of the visual impact, the websites that I think 'showcase ' product
beautifully and clearly, target their audience accurately and produce a desire
to be part of the story include fragrance sites such as
http://uk.acquadiparma.com/colonias
Mini patisserie shop/on line ( although they sell a wider range of products
now) Yautatcha - http://www.yauatcha.com/life/patisserie/
About Us pages
The aquaponics company Grove Labs has a very compelling story but told in
lighthearted way; this I feel epitomises SJ and Nat's business ethos. They are
very affable and friendly people but are deadly serious about their product.
https://grovelabs.io/our-story - complete with video may be financially a step
too far but I would like to see this as our ultimate goal if not our next step.

4. Finally the website needs to be simple, easy to navigate and logical assuming
many people will be looking on smart phones and/or tablets .
(http://www.theguardian.com/business/2014/jan/15/shopping-smartphone-
tablet-uk-increases-18-percent)
Leaving a review should be easy and encouraged as reviews are clearly
drivers of traffic and purchasing decisions.
And that is about it. I hope this helps you. SJ will be very focussed on
graphics and photography so it is making sure we back her up with our
content
Best wishes
Fiona