Established in 1968 the Davenport Paper Company Ltd soon became known as Davenport Packaging before being abbreviated to Davpack in the modern age as a memorable web domain for customers wishing to buy packaging materials online.

Today, Davpack is one of the foremost mail order packaging suppliers in the UK and a key business within the TAKKT Group, which is one of the biggest direct supplier of packaging in Europe, stocking a range of over 5,600 packaging items in over 1m sq ft of warehousing.

Since initially partnering with fulfilmentcrowd in 2001, the business has experienced strong sales growth in recent times, driven by product innovation and a surge in online sales through the updated Davpack website launched in early 2013. In a market where budgets have been squeezed and margins are narrow, Davpack have continued to invest in their supply chain, customer care and order fulfilment processes to stay competitive.

Managing Director, Barney Byfield, comments:

“We compete against a strong field ranging from the small independents all the way through to the large multi-channel retailers with retail presence and strong, recognisable brands. It is survival of the fittest and if we cannot provide a first-class shopping experience, the customer will soon go elsewhere.”

The Solution

Davpack have consolidated their business on the fulfilmentcrowd platform. The integrated eCommerce fulfilment software ensures a consistent flow of data through the business and peerless level of customer service – a fact borne out by Davpack’s 5 star Trustpilot rating. Barney continues:

“we consider our processes to be extremely slick – the product, marketing, purchasing, sales and finance teams are working within the integrated environment which means we rarely have to question the quality of data and never have to re-input it – everything flows!”

In practice, this enables the business to focus its energies on higher value tasks like sales and marketing development, safe in the knowledge that their promises will be delivered.

The Website

Davpack are constantly updating their online proposition, implementing new functionality and digital strategy with the objective of:

  • Increasing visitors to the site
  • Improving conversion of visitors to buyers
  • Crystallising the Davpack brand – what the business stands for and why it is different
  • Enhancing the level of engagement with social network users and product reviewers

Key design elements are incorporated into the site to ensure it is optimised for core product categories. In parallel, the digital marketing team focussed on User Experience or ‘UX’ with the ultimate goal of increasing revenue without reliance on paid marketing such as PPC and affiliated sales. Package requirements also include:

  • Externalisation of homepage to enhance load speed
  • Prominent reference to Davpack’s 5-star rating with Trustpilot
  • Easy-to-reference price matrix for bulk purchases and discounts
  • Rationalised ‘mega menu’ and prominent site search
  • Quick order tool for customers placing orders from Davpack’s catalogue
  • Mini basket to reduce clicks to purchase
  • Implementation of multi-buy offers and in-basket promotions
  • Buying guides on most packaging lines
  • Onsite stock messaging to support next day delivery guarantee
  • In-basket delivery charge calculator
  • Fast checkout process
  • Strengthened on-site SEO, with better structured content, metadata, links and URLs
  • Increased quality links with outreach and niche sites
  • Enhanced product copy for search engine visibility and on-page conversion
  • Integrated social media into the website footer and product pages

The Result

The website consistently converts visitors to buyers at an above-average rate, aided by a mobile-first design to optimise conversion on smartphones and tablets. This will help extend the brand from its business-to-business origins into the higher volume consumer market.

Working in partnership since 2001
5,600 packaging items
1m sq ft of warehousing
5 star Trustpilot rating

“We consider our processes to be extremely slick –  we rarely have to question the quality of data and never have to re-input it – everything flows!”