AES Food Equipment is a trusted provider of food equipment and installation services in the UK and abroad, built upon a solid 40 year reputation in the meat industry.
The company shifted its focus from solely abattoir supplies to broader food manufacturing, aiming to expand its addressable market. To achieve the shift, they needed a new website to support the transition and build visibility within a competitive market.
Although AES Food Equipment had a large catalogue of products they sold, not all of them were available to order online. With online sales sold only to UK businesses, their offline sales opened them up internationally as well. Their clients ranged from ordering 1 or 2 item orders to fitting out an entire food factory.
They needed to service different styles of ordering on one platform. Whether the client was based in the UK or in the EU, AES needed to capture both sales and leads without causing customer confusion.
In collaboration with Managing Director Kyle, Appeal designed a WooCommerce website with integrated quote functionality. This feature allows customers to seamlessly add products to either the shopping basket or a quote list, following an identical user journey for a clear and intuitive experience.
If users reached the basket and discovered that the shop served only UK customers, they could transfer their entire basket to the quote list with a single click. With complex EU shipping arrangements, this structure allowed the business to manage opportunities cost-effectively without losing money to customs changes.
With continued investment and a strategy for continuous improvement, the website has seen consistent month over month growth and is now climbing up the search rankings for key terms and phrases.
“We had the pleasure of working with Appeal to build a new website last year, and they exceeded our expectations in every way.
The project was completed within budget, and they delivered a modern, sophisticated website that perfectly met our needs. We highly recommend them for their expertise and attention to detail.”
Managing Director, AES Food Equipment
