5 Tips for Ecommerce Success from Our Expert Gavin Hands

We recently enjoyed catching up with one of our newest team members, Gavin Hands, who has joined Oporteo as an Ecommerce and Digital Transformation specialist. During our conversation, Gavin shared 5 tips for ecommerce success and fascinating insights into his extensive background in the food and drink industry, his journey in digital transformation, and his passion for helping businesses thrive in an increasingly digital world.

Gavin brings a wealth of experience to his new role, having spent 15 years at one of the UK’s largest delivered foodservice wholesalers. During his time there, Gavin rose through the ranks from Marketing Manager to Director of Marketing, leading innovative projects that shaped the company’s customer relationships and digital strategies. His achievements include launching the company’s first loyalty scheme and evolving its ecommerce platform to deliver more tailored, user-friendly customer experiences.

Since leaving the wholesale giant, Gavin has continued to make a mark as a consultant, helping businesses navigate the complexities of the foodservice industry and develop effective digital strategies. In addition to his professional work, he’s an active figure in the industry as a judge for the Foodservice Cateys and the Quality Food Awards and as a volunteer advisor for startups through the FD Reviews network.

Now, as part of the Oporteo team, Gavin combines his marketing, customer relationship management, and ecommerce expertise to help businesses succeed in an increasingly digital marketplace.

Here are Gavin’s five best tips for maximising your ecommerce strategy:

1. Make It Easy for Customers to Engage Digitally

A seamless user experience is critical to driving customer engagement with ecommerce platforms. Even the best-designed systems can falter if the process of signing up or placing an order is overly complex or time-consuming:

“Make it easy for people to trade with you. A smooth registration process and intuitive platform are key to encouraging customers to move online.”

Streamlining the user journey not only encourages customers to transition from traditional methods like telesales but also ensures they return to your platform time and time again. Whether simplifying account creation or improving navigation, making the digital experience effortless should be a top priority for any business.

2. Provide Real Value to Customers

Digital platforms thrive when they offer something tangible to customers beyond just being an ordering tool. Throughout our conversation, Gavin stressed the importance of creating meaningful interactions and incentives:

“Content has to be useful, relevant, and interesting. Give customers a reason to share their details and make them feel that the interaction is worthwhile.”

Businesses can achieve this by integrating loyalty schemes, offering personalised promotions, or delivering exclusive resources. These strategies encourage digital engagement and help companies collect valuable data, which can be used to improve marketing efforts and customer experiences.

3. Focus on Relevance and Personalisation

Relevance is the cornerstone of any successful ecommerce platform. In conjunction with that, businesses catering to diverse customer bases  with widely differing needs must tailor their offerings to meet their specific requirements:

“Talk their language. Understand the challenges of each customer group and ensure your platform serves their specific needs.”

For example, a school might prioritise cost-effective allergen-friendly options, while a pub may be more interested in creating an on-trend menu to attract customers. By providing relevant content, products, and recommendations, businesses can ensure that their ecommerce platforms resonate with all customer segments, fostering trust and loyalty.

4. Explore New Revenue Streams

An ecommerce platform isn’t just a sales tool—it’s a gateway to additional revenue opportunities. Leveraging your platform for advertising or data monetisation can significantly enhance profitability:

“Digital platforms open up other income streams, from paid advertising to monetising customer data in a compliant way.”

For instance, suppliers may pay to promote their products on your platform, or brands could sponsor prominent placements in customer communications. Additionally, analysing customer purchasing behaviours can provide valuable insights to share with suppliers, creating mutually beneficial partnerships and unlocking new revenue channels.

5. Treat Ecommerce as a 24/7 Sales Function

Unlike traditional sales teams, ecommerce platforms work around the clock, making them a powerful extension of your business:

“A part of your sales team that’s always on—never sick, never on holiday, and available around the clock to help customers.”

An always-on ecommerce presence supports customers when and where they need it and enables businesses to scale without increasing operational overhead. By investing in a robust, customer-focused ecommerce solution, companies can ensure they remain competitive while 

offering unparalleled convenience to their customers.

Why Ecommerce Matters More Than Ever

As the discussion wrapped up, a final reminder that Gavin left us with was a powerful reminder of the impact a strong ecommerce strategy can have:

“The commercial ROI on your ecommerce investment should massively surpass the cost. Not only can it boost sales and customer loyalty, it can also create new revenue streams and operational efficiencies.”

With ecommerce increasingly becoming the backbone of modern business, it’s clear that investing in the right strategies and tools isn’t just smart—it’s essential.

At BCP, we’re thrilled to have experts like Gavin on our team, helping businesses navigate the complexities of ecommerce and digital transformation. Whether you want to optimise your online sales growth, drive customer acquisition and retention, or unlock new revenue streams, we’re here to help you succeed.

Ready to transform your ecommerce strategy?

Contact us today to learn how Oporteo Ecommerce can support your wholesale business growth.

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