Carluccios serves up digital upgrade
Tuesday November 6 2018
Italian high street restaurant Carluccios is expanding its digital strategy with a website relaunch
Partnering with BigCommerce, Carluccio’s relaunched website brings together for the first time rich content and online shopping in a single web experience.
The website allows Carluccio’s to have a best-in-class, content-rich web experience that serves both Carluccio’s in-restaurant clientele as well as its growing audience of digital consumers.
This digital transformation comes as part of a £10 million investment and brand restructuring, designed to reinvigorate the restaurant’s online and offline presence and elevate the guest experience.
Carluccio’s currently operates 85 restaurant locations across the United Kingdom and Ireland, with another 14 in Turkey and the Middle East.
James Backhouse, marketing director at Carluccio's, said: “Our aim was to develop a website that did the fundamentals really well - while also demonstrating the stories behind the brand and products, and linking seamlessly into ecommerce. To do this, we needed a platform that could strike the balance between traditional ecommerce and a content-rich website. This newly launched site has definitely accomplished that.”
An overwhelming 80% of the business’ ecommerce volume comes from the two months leading up to Christmas.
Knowing the importance of this high-volume period, the team was focused on getting the new site up and ready by the final week of October.
The Carluccio’s team needed a platform partner that understood both commerce and content-driven web design, had the ability to scale and could mobilise quickly.
Backhouse added: "A SaaS ecommerce platform was critical to us; we are a small team and didn’t want to have to deal with hosting hassles or the need for regular maintenance and upgrades that could interrupt uptime for the site. We also wanted a user interface that was fast and easy to use, with lots of functionality right out of the box.”