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Whittards puts the accent on the traditional in new ecommerce site

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Whittards is emphasising the business’ traditional origins as a master blender of tea and coffee in its new ecommerce site.

The company, whose first shop opened on London’s Fleet Street in 1886, has asked digital agency to come up with a new-look ecommerce site that puts to the fore its range of more than 130 varieties of tea, coffee beans and blends and hot chocolate.

Simon Blake, account director of, said the online store would reflect the firm’s experience and breadth of range.

“Whittards recognises that the market for rare and specialist teas and coffees is expanding and having diversified in recent decades to sell accessories and china alongside its traditional products the firm is keen that this new digital project puts the spotlight back on its tea and coffee heritage,” he said.

He said the focus of the project would be to improve conversion rates and boost online sales.

“The new design will have far greater visual impact than the existing one and will incorporate a simpler ordering process to make it quicker and easier for people to buy online,” he added. “The site is being developed in line with wider marketing activity to raise awareness of Whittards’ expertise as a specialist tea and coffee retailer with modern online shoppers.”

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