Going Wild In Bristol!

West Country store Wild Oats scoops our 2024 Secret Shopper Award

Wild Oats e-team L-R Laura Walker, Alicia Stephens, Eve Kirby, Ivy Lloyd & Shaniah-Jo Stephens

‘You can’t beat the personal touch!’

That was our Secret Shopper’s headline last Autumn that earned a magnificent 46/50 marks for Wild Oats’ online shopping experience.

The first winner of the New Natural Business Awards earned itself a perfect 10 in the ‘personal attention’ category because they took the trouble to contact our reporter to clarify the order, an approach echoed in numerous reviews from happy customers.

We caught up with Wild Oats store manager Alicia Stephens and marketing manager Laura Walker to break the good news and find out how their online shop came into being and how it has evolved to such a popular service. This is what they told us…

Q When did you launch your online store and was the pandemic a key point in developing this to what it is today?
Alicia: Wild Oats officially launched its online store in April 2020, just after the Covid-19 lockdown measures were legally implemented at the end of March. The pandemic played a significant role in our decision to transition to e-commerce. With health concerns and social distancing requirements, we recognised the need to continue supporting our community while ensuring safety and accessibility. The online platform allowed us to serve customers remotely, and it quickly became an essential part of our business, enabling us to adapt to the challenging environment. We have since refined and expanded our offerings, ensuring we continue meeting the needs of our customers in a convenient and efficient manner.

Q Did you do this in-house or did you get third party help?
Laura: The development of the Wild Oats online store was done entirely in-house, with the bulk of the work carried out by our former marketing manager, Jordan Clements. Her expertise played a pivotal role in setting up and launching the website, managing product listings, and establishing the customer service infrastructure. By keeping it internal, we were able to ensure it aligned closely with our brand values and provided the personal touch that we pride ourselves on.

Q Who at Wild Oats were behind making it happen?
Alicia: The project was primarily led by Jordan, who worked tirelessly to get the online store up and running. The initiative was made possible thanks to the foresight of our former store manager, who recognised the need for an online presence as part of our response to the pandemic. The entire team at Wild Oats supported the project in different ways, from product selection to logistical coordination, ensuring a seamless transition to e-commerce while keeping our values of community support at the heart of everything we did.

Q Did you ‘launch small’ and develop over time or have everything ready for a grand opening?
Alicia: We took a more measured approach by launching small and growing over time. Given the urgency of the situation, we focused on creating a functional and user-friendly online store as quickly as possible. From there, we gradually expanded the product range, added features like local delivery, and made adjustments based on customer feedback. We always saw the launch as the beginning of a continuous improvement process, one that would evolve with our customers' needs and expectations.

Q How did you set up delivery and do you offer click-and-collect?
Laura: The delivery system was initially set-up as a direct response to the pandemic, as we aimed to ensure that our most vulnerable and elderly customers had access to our products without leaving their homes. Over time, we expanded our delivery radius and fine-tuned the logistics to accommodate more customers across Bristol. Although we briefly offered click-and-collect during the pandemic, we no longer provide this service as we shifted focus to ensuring timely and safe delivery options. The aim was always to meet customers where they were, whether that was through a door-to-door service, or a tailored product offering.

Q How do you promote it? Does it drive customers in-store? And what reactions do you get from customers?
Laura: We promote our online store primarily through the Wild Oats website and monthly newsletter, ensuring our customers are kept up to date with new products, services, and promotions. We have found that customers enjoy the convenience of regular home deliveries, with some opting for it weekly. The feedback from customers has been overwhelmingly positive, particularly regarding the ease of use of the website, and the seamless delivery experience. For those who prefer the in-store experience, the online service often acts as a complement to their regular visits, allowing them to shop more conveniently when they cannot make it in person.

Q Our Secret Shopper says you offered incentives to return. Please give examples.
Alicia: We believe in rewarding customer loyalty, which is why we have introduced several initiatives to encourage repeat business. One example is our loyalty days, where customers can enjoy 10% off their in-store purchases. For new customers shopping online, we offer a 10% discount on their first online order as a welcoming gesture. These incentives not only encourage customers to return but also demonstrate our appreciation for their continued support. We aim to make every interaction with our store special, whether it’s online or in person.

Q So it’s all about good old customer service?
Laura: We believe the success of our online store comes down to two main factors: our commitment to creating a user-friendly, visually appealing website and the quality of customer service we provide. From the beginning, we focused on ensuring the website was easy to navigate, offering a smooth shopping experience from browsing to checkout. We also pride ourselves on our personal approach to customer service, whether that is answering queries promptly, or going the extra mile to ensure deliveries arrive safely and on time. We are thrilled that these efforts have been recognised [with this award], and we’re excited to continue providing excellent service to our customers both online and in-store.

So close! Retford store pipped at the post
Highly Commended in the 2024 Secret Shopper Awards was Good Health Boutique, based at Retford, Notts, which missed the top spot by just one point. Watch out for an interview with co-owners Louise Brindle and her daughter Suzy Schinner in a future issue of New Natural Business.