The National Trust

Digital Transformation

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.

+28%
Increase in Revenue
+31%
Increase in Site Traffic
+21%
Increase in Mobile Conversions
Changing Consumer needs
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.

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.

Focussing on engagement
Scale & flexibility in real time
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.

Results

Transforming the UX to drive the customer experience

Results

Transforming the UX to drive the customer experience

+28%

Increase in Revenue

+31%

Increase in Site Traffic

+21%

Increase in Mobile Conversions