DIGITAL MARKETING
SWEET DREAMS ARE MADE OF
DIGITALMARKETING unLTD’s Mike Durham caught up with Fishtank to discover how they washed away BedWorld’s old online identity in favour of a digital makeover that put all their website worries to sleep and helped them sail through the pandemic
Honesty and trust – two values that digital agency Fishtank believes are key to building a successful relationship with clients. It’s exactly this sort of transparency that brought director Yusuf Zaman back to the digital agency two years ago for a reinvention of bed and mattress manufacturer BedWorld’s brand and website following previous work on their sister company, Chelsea Beds, back in 2015. “BedWorld was a successful brand, but Yusuf knew it was time to take it to the next level.” said Gemma Curry, Fishtank’s head of client services. While there were many challenges involved in modernising the look and feel of BedWorld, particularly ensuring a cohesive style that would work both online and within the business’ showrooms across the UK, the real difficulties involved the website. This was because the site, which at the time was the biggest B2B e-commerce platform Fishtank had ever encountered, was developed using Magento 1 – which was
64
BEDWORLD
AAA BEDS
524% 263%
286% 188% 166%
increase in revenue that's Jan 2021 vs Jan 2020
more pageviews
409% 244% increase in mobile devices users
increase in users
being phased out in favour of Magento 2. Ola Tambor, Fishtank’s head of digital, said: “It was more than just building a website. It was transferring 6000 products from one system to another, with two systems speaking two different languages." It quickly became a huge task for head of development, Mike Garlick, who spent many months getting the site ready for an overnight launch just weeks away from Black
increase in revenue (May 2020 vs May 2019)
increase in pageviews
growth in users
Friday that thankfully all went according to plan. Over time, a great working relationship formed between Mike and Yusuf which has been key to BedWorld’s swimmingly successful digital presence. Once Mike even picked up the phone at 3am after a glitch caused the website to go down. Gemma added: “Mike was under no obligation to pick that phone up and jump into action, which just demonstrates his dedication
to BedWorld and the affinity between him and Yusuf. “It’s also a clear example of how no one is off limits to our clients. Sometimes in an agency environment you’ll only speak to an account manager, but we’re happy for clients to speak to our designers and developers. Everyone adds something to a project.” It should come as no surprise that Yusuf had the confidence in Fishtank to ask them to turn their attention to sister companies like AAA Beds. At the time, Yusuf already had to manage thousands of products on BedWorld alone, and was looking for a way to streamline the way he regularly updates several websites. This led Mike to design a bespoke multi-site solution which housed them all within one convenient platform. Yusuf also entrusted Ola to take a look at AAA Beds digital marketing, and encountered a Google Ads strategy unlike anything she’d seen before. Ola said: “It was one of the most peculiar things I’ve ever seen. They basically had an ad
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