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SilverChef
Repositioning a pioneer of the hospitality industry into a customer-focused, multi-region brand experience.
Focus
B2B & D2C
Sector
Retail, Financial Services, Hospitality
Key Outputs
Strategy and planning
Corporate rebranding
Dual brand/eCommerce website design
Full stack development and quality assurance
World-class lead generation
Advanced analytics and data tracking
Data-driven UX supporting key user journeys
International and bilingual platform
eCommerce marketplace for secondhand equipment
SilverChef is Australia’s only dedicated hospitality equipment funder. Committed to helping customers achieve their ambitions for more than 30 years, SilverChef is entrenched in the world of hospitality and passionate about seeing businesses big and small thrive through offering bespoke and flexible funding solutions, advice, thought-leadership and access to premium industry-grade equipment.
WeAreDigital were initially engaged to redevelop and redesign SilverChef's websites, consolidating them into a single global brand experience, whilst also entering the eCommerce space. Throughout this process, the project naturally broadened to encompass a wider corporate rebrand.
Through a strategic approach and brand repositioning, the result is a high quality, customer-focused, flexible funding solution that clearly articulates the SilverChef offering, enabling the business to drive applications for funding, purchases and renting of equipment leading to a substantial lift in commercial leads.
Highlight 01
Defining a blueprint for success.
WeAreDigital reviewed the SilverChef business operations and identified potential for efficiencies across a number of areas. At the core, it was concluded that the brand needed repositioning to sit more in line with a younger and more energetic audience. A range of multiple vendors meant an inefficient use of time, adding additional workload to the team. The eCommerce and signup components had friction and felt cumbersome to new customers.
Through conducting interviews with customers and franchisee owners to identify their needs, WeAreDigital was able to get insights from both sides of the bench about how they perceived and interacted with SilverChef. Consistent themes appeared: clearer and simpler messaging, repositioning, and a sense of purpose would help to solidify the business and build a memorable brand.
Highlight 02
Invigorating the brand.
A refined and crafted type system was developed to caption and convert but most importantly let the imagery shine through, with the exception of the large marquee text, a distinguishable design feature on the homepage. This design approach of minimalistic UI was instrumental in creating functional product cards – and the motivations were clear.
WeAreDigital created a system of information hierarchy that is incredibly scannable. This has allowed the customer to become familiar with the way the homogeneous collection of information is presented, and quickly reinforced through repetition.
But, what tertiary variant information is necessary to showcase to the buyers and at which points? Where should the product cards be entirely shoppable and where should we encourage click-through and discovery? For highly styled products such as these, at a product page level, purchasing accessories and complementary products were a must, facilitating direct transactions of add-on products without leaving the product page in question.
Highlight 03
Optimised for human consumption.
Once the brand was established, WeAreDigital applied insights into the digital component of the SilverChef business transformation. Much like in the kitchen, WeAreDigital applied a focus on low-resistance, functional and utility-based commerce, paired with a friendly interface. The acquisition flow underwent a rigorous and continual improvement program to simplify and enhance the new customer signup process before being sent to Sales Force and Pardot.
Behind the scenes, the site runs on Shopify Plus, which handles both commerce and content. Custom integrations handle Pardot, reducing administration hours and freeing up the SilverChef team for support and enquiries.
A repayment calculator was created to drive engagement and has seen an increase in new leads, along with a complex shipping flow to handle the intricacies of national shipping and rental versus purchase options.
An advanced search strategy aids the flow of new traffic while multi-region and dual language support ensure customers are served appropriate content.
Post-launch
Silverchef has since expanded its trusted digital partnership with WeAreDigital, continuing beyond platform delivery to a valuble continuation of the transformation journey.
An ongoing success program has been implemented that supports an evolving digital roadmap for the business, covering ongoing support, development and feature rollouts across an international footprint.
WeAreDigital and SilverChef maintain an ongoing relationship to this day based on a collaborative, results-driven partnership, supporting the business to be the leading hospitality equipment funder.
Services
Strategy
Strategic Planning
Brand Strategy
Digital Product Strategy
eCommerce Strategy
Data & Analytics
Lifecycle Planning & Loyalty
Customer & UX Research
Journey Mapping & Testing
Training & Capability Development
Design
Branding
User Research & Testing
Information Architecture
Prototyping
Art Direction
Interface Design
Interaction Design
Experience Design
Design Systems
Design Guidelines
Content & Campaign Design
Technology
Technical Consultation
Solution Architecture
Full Stack Responsive Web Development
Systems Integration / Middleware Development
API & CMS Development
Replatforming
Custom App Development
Quality Assurance
Performance Analysis
Growth & Performance
International Expansion
Post Launch Support & Optimisation
Conversion Rate Optimisation
Search Engine Optimisation
Tag Management
"What started as an eCommerce marketplace for secondhand kitchen equipment quickly evolved into a digital-first rebrand, a transformation across multiple countries and an ongoing partnership that is going from strength to strength."
- Karson Stimson, Founder & CEO, WeAreDigital
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