Garden pathway lined with trimmed hedges and arches covered in greenery leading to a white bench in the distance.

Garden pathway lined with manicured hedges and arched greenery leading to a white wooden bench at the end.

Digital Transformation

The National Trust

With 5.6 million members, 65,000 volunteers and 14,000 staff The National Trust is now the biggest conservation charity in Europe. National Trust Online Shopping experience needed to transform to increase traffic, improve UX for both desktop and mobile users & expand the current customer base.

Smartphone showing a National Trust Touring Pass for one admission over seven days, priced at £37, with a photo of a historic domed building and green leaves in the background.

+28%
Increase in Revenue

Stone arch bridge over a river with green grassy banks and yellow flowers, two people sitting on the grass in the foreground.

Green eucalyptus branches with round leaves on the right side against a white background.

+21%
Increase in Mobile Conversions

Reflection of evergreen trees on the calm surface of clear water with visible round river stones beneath.

+31%
Increase in Site Traffic

Mobile screen showing new seasonal throws for Spring 2023 with two National Trust blankets priced at £48.00 each.

Two smartphones displaying an online store with woven throws, home accessories, garden decor, toiletries, and National Trust exclusives.

PROBLEM

Changing Consumer needs

Customers needed a more seamless, personalised and connected shopping experience. Segmentation showed an array of audiences and the current software wasn’t flexible enough to deliver the integrations, scale and personalisation needed to meet the changing consumer demands.

Two smartphones displaying an online garden store with a wooden flower trug product page and gardening decor and essentials sections.

Approach

Focussing on engagement

We focussed on how we could make the shopping experience a more engaging one for their customers with seamless and personalised customer journeys across devices, faster page load speeds across catalog, and checkout pages. Adobe Commerce with its modern and modular architecture empowered all this functionality and provided unsurpassed scope and flexibility for the future. Adobe Analytics enabled National Trust to apply real-time analytics and detailed segmentation across all existing platforms.

SOLUTION

Scale & flexibility in real time

Through a combination of the latest ecommerce technologies (AI-based search and personalisation, Responsive Web Design) and National Trust’s ability to understand its new customers’ needs and adapt to them (single sign-on, custom supplier login, omni-channel marketing integrations, digital gift cards & virtual touring passes) the Trust has achieved its objectives of increasing site traffic, customer base, conversions and customer experience.