How Hallam is helping clients to navigate the COVID-19 pandemic.

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revenue growth year on year

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increase in average basket order value

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increase in service subscribers

“It’s great to work with like-minded people who want to get things done. Our business has experienced phenomenal growth, and it wouldn’t have been possible without the website the team at Hallam built for us.”

Dean Kerry – Kerry’s Fresh

The client

The Kerry family have been selling fruit and vegetables since 1885. The traditional greengrocers started their business with a stall in Nottingham’s Old Market Square in the 19th century, and is now in its fifth generation of the Kerry family.

The business continues to evolve from its fruit and veg stall days, and has several mobile units and market stalls, as well as supplying local universities.

And when millennial Aidan Kerry joined the family firm, he recognised the opportunity to enter the world of online sales and delivery for both the domestic and business fresh food markets.

The challenge

Kerry have a strong and successful local brand. But rapidly changing consumer behaviour meant the team at Kerry’s recognised they needed to create an online service offering for their customers, addressing the demand for fruit and veg home delivery, and to address the fast growing Business Fruit Box opportunity.

The Kerry family needed a partner to translate their values and ethos to an online experience for consumer and business shopping.

They needed a partner who would scale with them as the business grew, developed new product lines and offerings, and to tailor the user experience as market conditions evolve.

And Aidan wasn’t to know it at the time, but his business was going to need a robust and scalable website that would respond efficiently to the unprecedented challenges and opportunities arising from the coronovirus pandemic, and the resulting extraordinary demand for Kerry’s Fresh home delivery services.

Our approach

Hallam worked closely with Dean and Aidan Kerry to develop a detailed scope for the new website that combined their deep understanding of the fresh produce market, with Hallam’s understanding of user experience and ecommerce.  Together, we defined a detailed plan of the ideal customer journey. 

The site benefits from functionality that gives both a great user experience, but also makes it possible for the business to scale in size efficiently.  These include a postcode selector linked to specific day of the week for deliveries so that customers understand quickly when they will get their order delivered

The team also identified the need for a  simplified product selection process that includes directing customers to select ideal range of curated products, and to make it quick and easy to search for and select from a large range of product.

The results

The Kerry’s Fresh business has experienced extraordinary growth and success.

This growth is down to the hard work and business savvy of the Kerry’s team…. but we like to think our support to plan and build the website to take all those orders has contributed in its own small way.

The Kerry’s online subscriber base has grown ten fold in the matter of one year, and the average basket order value has increased 20% year on year.

Team Hallam continues to work with the Kerry family to continuously improve and develop the site for an even better customer experience, and business success.

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