Sitecore DMS for FairTrade

Fairtrade new Sitecore site

All case studies

We helped Fairtrade and their creative agency by building a new Sitecore site



More referrals to Fairtrade's online store



Increase in Facebook likes



Increased visitor time on the site



Increase in mobile and tablet traffic


Fairtrade is a global movement with a strong and active presence is the UK, represented by the Fairtrade Foundation. 

Fairtrade is about better prices, decent working conditions and fair terms for farmers and workers. 

We first worked with Fairtrade and their creative agency, Radley Yeldar, on a new Sitecore site which launched in June 2014.

It was important to develop a site that was not only visually engaging and strong on user experience but provided a good balance between conveying what Fairtrade does and how consumers and supporters can make a difference through purchase and behaviour.

Jagdeep Gill, Fairtrade

The Challenge

The main aim of the project was to increase the general awareness and understanding of who Fairtrade is and what they do.

They wanted to generate a memorable user experience for their audience which includes: Consumers, businesses and decision makers, campaigners, schools and students, governments and NGOs. 

Fairtrade were engaged with their creative agency on how they could change perception of Fairtrade from a sustainability focused organisation to a challenger brand concerned with ethical product choices. 

They needed a new site to reflect this. Fairtrade’s existing content management system (CMS) had become increasingly dated and was no longer supported. Because of this their site didn't offer a great user experience. It was also difficult to update content and add functionality. 

Fairtrade needed to re-platform. Sitecore was chosen due to its scalability, flexibility and game changing features such as Email Campaign Manager (ECM) and Digital marketing System (DMS). 

There was a tight deadline of six months to complete the project from start to finish. 2014 was Fairtrade’s 20th anniversary in the UK and they wanted the new site launch to coincide. 

While the initial site was designed to be lean it needed to be built so that it could easily support future development. 

Fairtrade were already working with a creative partner, Radley Yeldar. We had to work with them to implement Fairtrade’s design visuals and brand guidelines. 

Fairtrade wanted the new site to integrate with their back office systems (RSM2000).

As a non-profit Fairtrade doesn’t have the size and budgets of larger corporations. 

We needed a solution that would let us meet our current stakeholder and audience requirements but also scale and allow future development

Jagdeep Gill, Fairtrade

The Approach

We wanted to make sure Fairtrade’s Sitecore installation was built on solid foundations.

We built the site so that widget content can be easily changed using rules in Sitecore. This is great for changing content based on devices. It will also allow for multi-varient testing and personalisation using Sitecore DMS.

We configured the Sitecore build to allow re-use of shared components. This allows for multi-lingual and local extension during the next stage of its customer experience development. 

We integrated Sitecore modules WFFM (Web Forms for Marketers) and Weblog. Fairtrade's editors can easily update content on the site.

The site is fully optimised for desktop, mobile and tablet, with different layouts defined for each. This is in line with our hybrid approach to mobile and tablet.

The site uses real time weather data for countries worldwide. This provides user insight into current conditions where producers are located and offers users a connection to the region. 

It has custom social connectors built in to allow cross-channel communication and visibility, with again a particular emphasis on the mobile and tablet experience. 

Personalisation features haven't gone live yet, however the underlying Sitecore DMS framework has been configured for this. 

We looked at integrating Fairtrade’s back office system but this was found to be obsolete. Fairtrade are going to choose a new CRM which will then be integrated.

We configured the servers on Fairtrade's internal infrastructure. The production environment features delivery and authoring servers, with suitable publishing targets defined.

Fairtrade new Sitecore site project timeline

  • Development Starts

    We had a clear goal. The site had to work as well on mobile as it did on desktop.  This governed how we devised the fundamental Sitecore objects and IA

  • Development Completed

    Like any good builder we needed to give the site strong foundations. Working to Sitecore best practice we developed the underlying widgets and features across each device

  • Fairtrade Visual Design applied

    We add the visual design and implement brand guidelines, ensuring the brand can't get modified and content editors are restricted to the finalised colour pallets and design

  • User Acceptance Testing

    It's time to test and we hand the site over for UAT. Using test scripts and User Stories Fairtrade can quickly agree that the site is as expected

  • Fairtrade Go Live

    After addressing feedback, we're good to go and the new Fairtrade site makes its way out to the World Wide Web. So far with positive results

Summary and next steps

This site is the first example of Fairtrade's drive to enhance and update their brand and as such is a flagship marketing product for them.

Introducing Sitecore's Experience Platform has been a game changer for Fairtrade. They can better manage content to engage with their followers, while bespoke analytics tracking has let them introduce data based decision making at a management level.

Fairtrade's new Sitecore site is future-proof and as accessible on mobile as it is on desktop.

Because the site was built with Sitecore DMS in mind future changes will be made to enable greater personalisation and automation for users.

  • Future_Proof

    Future-proof Sitecore site

  • Personalisation

    Personalisation and automation

  • Data_Based

    Bespoke analytics tracking

Jagdeep Gill

Senior Digital Manager, Fairtrade

This project was obviously a very important undertaking for Fairtrade. The great thing is people have commented on how the new site has changed the way that we are perceived. That's really satisfying as it was the point of the whole project

Jagdeep Gill Senior Digital Manager, Fairtrade

Achieving business transformation doesn't need to cost the earth?

Fairtrade successfully moved from a legacy CMS to Sitecore with great success. You could be next...

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