Mobile users often have a paired back version of the desktop website but in Scarpetta's case mobile users have greater functionality - particularly when it comes to navigation. We designed and developed the ability to access the same account login / creation and product category selection as desktop. In addition to this we've also included a order summery that allows customers to quickly view and amend their product selection prior to checkout.

Why save your best offers for new customers? Tribe Digital implemented a customer loyalty and rewards system that is designed to maximise engagement and increased lifetime value. For every £1 spend on the mechanism, £3 was generated in additional revenue.

When planning how to grow ecommerce businesses, we know referral mechanisms work. Integrating this for Scarpetta means that they can reward loyal customers, while avoiding steep discounting. By making it mutually beneficial (i.e. the existing customer gets a discount, as well as the new customer), the existing customer is more likely to stick with Scarpetta, and the new customer is incentivised to buy. This potential new customer is also likely to be a friend or family member of the existing customer, meaning they’re probably a genuinely good lead.

The design work behind this project was incredibly varied, spanning digital media right through to menu cards and packaging. And it’s ongoing – as new recipes appear on the site and new creative is added to performance campaigns on a weekly basis.

To structure a performance media campaign that works for Scarpetta, we considered a number of channels. It’s crucial that we reach people on different platforms and with different levels of intent.

When we talk about high levels of intent, we’re referring to people who are actively searching for Scarpetta or for the product and service that Scarpetta can provide. We can capture these people through search marketing (PPC).

Our objective here is to not only appear for branded search terms (an easier win, usually), but also relevant search terms such as ‘pasta meal kits’ and ‘order fresh pasta’. Through a process of keyword research, building and optimisation, search marketing is a perfect way to assist a curious prospect.

A Google Shopping campaign also captures actively searching customers and prospects. These ads show the product and pricing, and are listed above paid and organic search results.

Google Shopping has recently upgraded its relationship with subscription brands, which is great news for Scarpetta and allows us to work in an even more targeted way.

Instead of reaching prospective customers using search terms, social ads allow us to create audiences. Audiences that are likely to be interested in Scarpetta’s offer and convert. For this brand, we’re focused on Facebook and Instagram ads in order to not only custom build audiences, but create lookalike and retargeting audiences that allow us to work more intelligently with the data at our disposal. Lookalike audiences use Facebook’s AI to find the people most likely to convert with Scarpetta. They look at users’ interests, online behaviours, content they’re engaging with, demographic information and tonnes more to work out if they’re valuable to Scarpetta.

Retargeting audiences help us to reach people who have visited the website before, have added to cart but not purchased, or have shown a high level of interest around a product. We can then serve very specific ads to them, encouraging them to make or complete a purchase.

Content underpins basically everything online. For Scarpetta, this means photography, motion graphics, video, content-rich landing pages, keyword-rich blog content, product reviews, and more.