Brief
Hansells Food Group is a leading New Zealand based manufacturer and exporter that produces Alfa One, the top selling brand of rice bran oil in New Zealand. Alfa One is sold worldwide in Australia, New Zealand, Canada and the UK, however not all products are available in all regions. Hansells wanted to provide a single brand experience to their audience with only relevant content being displayed based on the customer’s geographical location. The target audience for Alfa One are shoppers that are conscious of healthy eating options. Rice bran oil is considered to be the world’s healthiest edible oil and has been known to help lower cholesterol and strengthens immune systems.
Hansells wanted the new Alfa One Web site to be engaging to customers– and at the same time personalise the online experience based on their geographic location. They chose to partner with Reactive due to our expertise in multi-region website development.
Solution
The strategy behind this project is to create a multisite Wordpress implementation with geo-targeting features enabled. This provides Hansells with a simple solution where all the websites can be managed from a single dashboard. It removes the need to build multiple websites as well as avoid duplication which can affect search engine rankings. It also enables Hansells to customize regional websites and integrate into any other local campaign they are running.
The content and the website displayed will differ based on the visitor’s IP address. For example if a visitor accesses the website from Australia they will only see information relevant to them – including the URL which will be .com.au. This provides a completely local experience to the visitor ensuring the brand experience remains relevant. Localised Web sites for Alfa One are now available for New Zealand, UK and Australia with international sites with local language content being released soon.
Results
While the site has only recently launched, site traffic is steadily gaining momentum. Web site traffic has already increased up 51%.
A marketing campaign is about to be launched in the UK soon to drive traction and encourage more shoppers to buy Alfa One products.
“Alfa One is the number one selling rice bran oil brand in New Zealand and is also enjoying tremendous success in Australia, Canada and the UK” said Susan Harvey, Senior Brand Manager for Hansells Food Group. “We wanted our new website to make Alfa One Rice Bran Oil engaging for our customers – and at the same time personalise the online experience based on their geographic location. As a global digital agency with expertise in multi-region website development, Reactive is the ideal partner for Hansells.”