MARKETING | Staff Reporter, Australia

Improving website design to enhance customer experience

Chatime and Crust Gourmet Pizza Bar revamps its website and talks about using the online platform to increase sales and brand awareness.

Both chains' website was recently overhauled to provide its online visitors a more interactive experience.

In January 2014, Chatime underwent a brand identity makeover, changing its menus and all brand visuals to appeal to a wider market. Following this change, it was essential for the beverage chain that all Chatime touch points had a consistent look and feel to that of its new brand image, including its website.

Karen Leong, Chatime Head of Marketing further noted, "we also felt that our previous website was lacking any form of engagement with our users, therefore we decided to make the site more interactive."

The new website is more user friendly, She described. "Customers can search for the information they want with the help of an easy to use navigation bar and they have the ability to search for their nearest store by postcode."

In addition, customers also can learn more about Chatime and its products from the website; and for customers who are interested in becoming a Chatime franchisee, the chain provides useful information via a franchising page.

For Crust, its prime reason behind the overhaul was to enhance the user experience when ordering pizza online. According to Renee North, Crust Marketing Manager, the launch also coincides with the release of Crust’s 2014 menu, "so that customers can experience all the new menu has to offer with a fantastic new online platform."

The end-result provides an enhanced experience for customers with easier navigation, fewer steps for order completion and larger, feature photographs of all of Crust’s gourmet menu, making it easier for customers to pick a pizza and order.

Google Maps has been utilised for auto-completion of address fields and credit card tokenisation is in the process of being put in place, to simplify the ordering process further.

With the change, VIPP members are also now able to see their order history to facilitate a quicker order placement.


"A great site can transition a potential customer to a loyal one, it’s all about making the entire experience an enjoyable one," said North.

Adding, "with the advances in the digital sphere, having an e-commerce site that is representative of your brand, functional and effortless is essential in order to remain competitive and relevant for our audience."

Customers may have heard or seen the brand but may not know what it offers, "therefore it is important for them to be able to conduct research on our website so that the next time they wander past, instead of bypassing the store they can come in and try our products," said Leong.

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