Andrew Nicholson, head of online, Sodexo Prestige
2011 might have been a tough year for Sodexo Prestige. With the green shoots of economic recovery only recently beginning to peek through the dry and dusty terrain of 2010, and events and corporate hospitality in particular fighting hard to regain their mantle in the eyes of the B2B marketing brigade, Sodexo Prestige has had to look to new technology to champion cost-saving initiatives and drive marketing and sales to new levels.
Spear heading this drive for innovation was Prestige’s head of online, Andrew Nicholson. Responsible for overseeing digital marketing strategy within the company, Nicholson has had to prove ROI on every step of his journey to revolutionise Prestige’s traditional approach to marketing. With responsibility for increasing brand awareness and sales at fifty of the UK’s unique venues and events, Nicholson has also been instrumental in repositioning the Sodexo Prestige brand, establishing it as the nation’s most passionate catering company.
A passion for technology
Using new web technology, award-winning email, social marketing, augmented reality and geo-location targeting, plus of course good old-fashioned hard graft, Nicholson has been able to demonstrate that technology can more than fill the gaps that the recession left.
Nicholson’s pro-active approach to technology has ensured that Sodexo Prestige has stayed ahead of its competitors, and his constant thirst for self improvement has seen his role with Prestige grow within the business. During his time at Prestige, Nicholson has completed his CIM Post Graduate Marketing Diploma, won several industry awards (including last year’s B2B Marketing Award for ‘Best use of email’) and has just been accepted for his Msc in Digital Marketing Communications at Manchester Metropolitan University.
Championing ecommerce
One such example of his dedication and approach to digital marketing was seen in the organisation’s Royal Ascot campaign. Taking hospitality bookings over the phone in the build up to Royal Ascot is a time consuming process that steals valuable resources away the inhouse sales team. Royal Ascot needed a web-based commerce solution that was equally user-friendly at the back end as it was at the front end. Hospitality sales had never been traded online before and it was felt that the high transaction value (up to £1500 per ticket) could put off online corporate buyers. Added to this, the site needed to be taken from concept to go live within two months and built with a budget of less than £20K.
Having just completed work on the new BateauxLondon.com consumer and corporate event website, Nicholson was confident that the CMS and online transaction platform could quickly and cost efficiently be cannibalised for use with Royal Ascot. The Bateaux relaunch had led to an increase in unique users of 23 per cent but also, more importantly, an increase in online transactions (+23 per cent), products purchased (+44 per cent) and average transaction value (+14 per cent) for the luxury dining and events vessel.
Analytics from the previous Bateaux London site were used to determine a visitor’s requirements upon arriving at the site, and this user experience was used to craft a purchase journey that required the minimum effort for the customer. Distractions were stripped back, and visual prompts were used to engender customer trust. With the foundations firmly in place, and the site extensively tested to ensure it was secure from potential card security and fraud issues, Nicholson was confident the framework could be scaled up for Royal Ascot. Nicholson was able to create a world-class ecommerce website that started to convert business within minutes of going live. The long hours spent researching customer behaviour and project planning with the Royal Ascot sales and marketing team, CMS supplier, and internal IT support created a seamless process, with timelines met, budgets undercut, and revenues generated online far exceeding all expectations.
Gary England, director of Ascot Hospitality, commented, “[Andrew has provided] assistance and endless patience with the Royal Ascot Fine Dining website which will be the first ecommerce solution offered for RA clients. The website will enhance the customer journey and bring RA sales into a new era.”
Kristy McGuinness, sales director at Bateaux London, adds, “Since launching our new website, Andrew’s innovation and vision has enhanced Bateaux London’s customer journey taking our business to a new level online as well as our presence in the marketplace. He has created a unique booking experience showcasing our portfolio with a versatile platform with creative flair. He is an asset to our organisation offering smooth transitions and solutions to drive our business to new heights. Andrew has experience and knowledge of the industry offering direction and feedback and is passionate about what he is able to offer to our brand. We are delighted he is a key player in the success of our new website and recognised him for his fantastic efforts and project management.”
