Case Study: Fortnum & Mason achieves 20% more customers with Spree Commerce

300-year-old luxury retailer Fortnum & Mason gets 20% more customers with Spree Commerce site

Fortnum & Mason, the 300-year-old London luxury food retailer known for its teas, hampers and gifts, needed to replace an aging e-commerce platform to better represent the brand online, improve speed and user experience, and handle complex orders and deliveries across 130+ countries. The challenge was to create a fully responsive, continuously updatable site that matched the high-quality in-store experience.

Fortnum & Mason moved to an open-source Spree Commerce solution (built with Ruby on Rails and React, and deployed via CircleCI, Ansible and Slack) and launched a new responsive site in eight months. The result: 20% more customers, mobile visits +77% YOY and mobile conversion +57% YOY, a +14% conversion lift in week one, average order value +5%, total sales +30% YOY after one year, and customer service calls down 28%, with faster, continuous feature delivery.

Fortnum & Mason

Zia Zareem-Slade

Head of Customer Experience