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Hobbycraft creates revenue boost with analytics

By Retail Technology | Tuesday November 26 2019

Craft retailer Hobbycraft has recorded a significant rise in online revenue after gaining insights from its digital analytics platform

The retailer saw great success through its online channels, with total revenue for the year to February 2019 increasing 5.4% to £177.7 million and online sales growing 22.7%. 


Using Contentsquare’s page comparator, which helps digital teams compare the performance of key landing pages over the Black Friday weekend, last year’s Black Friday was the retailer's best ever for revenue, for the first time generating over £1 million per week. 


Hobbycraft has become increasingly data-driven, creating two new positions in the Analytics and UX teams and building a custom integration to identify high-trafficked products which are not in stock. 


By giving the whole team visibility on how the site is performing, Hobbycraft has been able to democratise insight and enable its team to work more efficiently.


Actionable insight


Hobbycraft implemented Progressive Web Apps (PWA) as part of its continued focus on customer experience optimisation and turned to Contentsquare to give an aggregated view of visitor behaviour and reveal optimisation opportunities - to assist in improving the mobile experience through actionable insight.


Since implementing PWA, Hobbycraft’s mobile revenue has surpassed desktop, and its digital team continues to go from strength to strength. 


Jennifer North, head of digital experience at Hobbycraft, said: “Our goal is to grow our ecommerce offering by 3X over the next 2 years. But we felt our responsive mobile site wasn’t fast enough. Implementing a PWA enabled us to give our customers a better experience in the fastest way possible, but we needed to understand very specifically what customers were doing from an experience point of view. We absolutely wouldn’t have been able to do that without Contentsquare.”



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