Biffa - Kagool

Biffa

Digitising the customer buying journey

Delete / Kagool has allowed us to bring new products to market and open new channels quickly - crucial to our digital ambition to remain a digital leader in our sector.

NAOMI WEST, HEAD OF DIGITAL MARKETING, BIFFA

Industry-leading e-commerce solution

BIFFA is the UK’s number one business waste collector, handling 15,000 tonnes of rubbish every day, from 80,0000 business and 2.2m households. Their ambition was to launch an industry-leading, digital e-commerce product for its b2b and b2c customers that enables them to make an effortless, mobile-first purchase - within just 15 minutes.

Clear conversion pathway

Working as an extension of the BIFFA team, we first analysed the user experience, aligning BIFFA’s operations with their customer’s expectations. We then designed a clear conversion pathway from search to contracted waste service. With a wide range of contractor, waste and product type, we harnessed Sitecore’s personalisation capabilities to build a seamless end-to-end e-commerce solution; ensuring that messaging during the quote process is tailored towards specific audience groups. We also leveraged the DXP’s capabilities with bespoke elements, such as pricing models and service availability.

Exceeding expectations

In the first quarter since launch, BIFFA has exceeded their targets for this new service and there are strong indicators that it is helping to push them forwards as market leaders in this industry. We’re now working in partnership to evolve their roadmap and using the Sitecore platform, to scale up the proposition and, with multi-variant testing, to expand on its service offerings.