Hello. My name’s Rachel and I work in the analytics and optimisation team at CoopDigital. We’re passionate about turning insights into action in order to improve the experience for our users. Our work complements the qualitative insight provided by our user research team.
We continually evaluate the user journeys around the goals on our websites, such as registrations, downloads, shares and purchases. Then we simultaneously run experiments between two (or more) experiences to see which performs the best.
We’ve many experiments running at any one time across our family of businesses. For example, if you were purchasing a pre-paid funeral right now then your experience is likely to be subtly different to another user on the site at the very same time. Every user is unique and we strive to create an experience which reflects the context of the visit.
Our experiments have proven that content is more engaging on our Food website if it’s relevant to the time of day and location of the user. Visitors arrive at our Food site from across the UK and you may have seen that we made a nod to national pride during Euro 2016 by localising our homepage content.
There’s not enough women working in digital. Without gender-balanced teams digital services and platforms will be less diverse, inclusive, and not as good as they could be. Mike Bracken our Chief Digital Officer reminded us of many other good reasons to make sure that we address the gender imbalance when we screened CodeGirl at 1 Angel Square in February.
Conferences and events are a great way to share knowledge, but too often they’re dominated by all male speakers. By not trying harder to hear from women who are experts we won’t ever be able to fix the gender imbalance in the digital industry.
This is why we signed up to Owen Barder’s pledge along with Design Manchester for DM16, and is why in future no one from CoopDigital will speak at events or be part of panel discussions of two or more people unless there is at least one woman speaking or part of the panel, not including the chair. We’ll make sure that we do exactly the same for events that we hold both internally and externally as well.
We’re currently looking to recruit talented digital engineers/developers to support the growth of our unique business. We need people at all levels, with all kinds of skills and experience. If you’d like to be part of our digital revolution,find out more here.
Being able to instantly communicate and interact with each other within an organisation is something that is easy to take for granted – particularly when you all work under the same roof, but can be a challenge when you have over 2,800 food stores. The short video below tells the story of how we use WhatsApp at the Co-op to connect all our store managers.
Let me know what you think, you can find me on Twitter @GailTwist or feel free to comment below.
My history with the Co-op goes back a long time, a really long time – in fact if it wasn’t for the Co-op I wouldn’t have been born. My Mum and Dad met across a crowded dance floor in the now sadly demolished Helena House in St Helens at a Co-op dance. My Dad’s first job was at the Co-op – he went from wrapping meat in brown paper to having his own store and so it felt like fate when 3 years ago I was approached to join the group.
I am results junkie – I love seeing an instant reaction, that’s why I guess I love social media so much, and why I ultimately ended up making a career out of it. I started my working life at BT, after a couple of years I went to Siemens to set up their telemarketing operation and then moved into marketing, where I did every job under the sun from product management to proposition development – chasing a job where I could see the results of my work immediately. I became impatient with direct mail, advocated the use of email and the wondrous world wide web. Finally I ended up with responsibility globally for their digital and social presence.
And so back to today – I’m the Group Social Media and Digital Engagement Lead for the Co-op – and I can honestly say I LOVE my job – why? Well, I work with the most amazing group of individuals – smart, passionate, kind, caring, co-operative with boundless energy – wanting to make a difference and get stuff done.
I’ve had the opportunity to build a strategy and an approach to social media from the ground up with the aim to turn the Co-op into a social organisation, with social integrated seamlessly throughout. We’ve gone from a team of 3 to a team of 10, covering both internal and external campaigns (paid and organic), content creation and community management. We developed the first UK retail Snapchat campaign which was named by Campaign Magazine as one of the top 10 digital innovations, was short-listed at Cannes Lions plus we were awarded best use of social media at the e-commerce awards for a Twitter campaign for our electrical business.
I love being able to have an idea and do something about it – a perfect example of this is how to connect our store managers quickly, simply with no cost – what was our solution – WhatsApp. Something easy to use, roll out and perfect for our disparate employees. On launch day we saw over 3,000 messages, images and videos, in the trial area we saw double digit sales growth – all because colleagues could connect, talk, bond and share. I’ll save the details for a later blog – but need to credit Jordan our Senior Community Manager for making the idea a reality.
And now it gets even better, what more could a digital professional ask for – we have a leader in Mike Bracken with an exciting vision of how the Co-op can be a pioneer again in a digital age, I feel beyond excited and privileged to be a part of it.
If you want to say hello you can find me on Twitter @gailtwist (Twist’s my married name in case you were wondering)