Increasing Online Sales and Revenue for Food Box Delivery Company.

Fruit 4 London partnered with POLARIS in 2012, and have since enjoyed a marketing partnership with POLARIS as their outsourced marketing department. 

Partnership background 

Fruit 4 London target offices in London who want to provide their staff with tasty, nutritious fruit to invigorate them to be their best everyday. Fruit 4 London partnered with POLARIS in 2012, and have since enjoyed a marketing partnership with POLARIS SEO Agency as their outsourced marketing department.  

Fruit 4 London is owned and operated by experts who focus on the operations of the business. The directors buy fruit, manage staff and vehicles, coordinate deliveries, and plan their strategy for growth.  

As a business that relies solely on online marketing to drive new business, the food delivery company needed a digital marketing agency that they could trust to guide them with advice that would fit their goals from year to year. 

POLARIS, a leading SEO agency in London have a dedicated team in place for the partnership, managing SEO, Content Marketing, Web Design, Web Development, PPC, Google Shopping, and Digital PR for the business. 

Experience gained from this partnership 

From this partnership, our teams have learnt how to market a food delivery business that targets office managers, personal assistants and domestic customers at home too. We have mapped the annual trends that need to be capitalized on for a B2B Strategy, as well as a D2C strategy.  

Marketing to offices, we now know that we have 2 key opportunities in the year, which are in January when people return to work and September after the summer holidays. If we position Fruit 4 London’s marketing campaigns right, we capitalize on these 2 key moments in the annual calendar and the business receives new orders, from new customers, as per out targets.  

On the domestic side, delivering fruit baskets to consumers, we have experience of targeting occasions such as mothers day and Rosh Hassan, as well as crafting content to generate sales from well wishers wanting to send fruit baskets to loved ones or friends in hospital.  

Overall, one of the most transferable skills we have learnt from this relationship is that focusing on the emotional impact of the product being delivered always increases the impact that the fruit has, both on those looking to buy fruit, but also for the end customer who is experiencing the fruit too.

“We are really happy with POLARIS. They always do what we need and when we tell them what we think will grow the business they listen and act with it. A great long term partner that has helped our business grow.”

Les Mulato
Fruit 4 London

Challenges we have faced when marketing the client 

During the pandemic, the food & grocery delivery box company saw a sharp decline in revenue from offices requiring fruit box subscriptions. The sector saw many companies collapse as they lost the majority of their revenue.  

As this significant market condition took impact, the SEO Agency team had to quickly act to consider how we could transition the business to continue to drive revenue to support operations. 

Swiftly adapting our strategy to target homes instead of offices, POLARIS supported Fruit 4 London in not only surviving a volatile and challenging market, but make it through to the other side in a less crowded supplier mix.  

Since then, we have partnered with the office fruit supplier on how to further increase their market share of fruit deliveries within London, providing digital strategy, SEO campaigns, Paid Search and remarketing, and onsite CRO analysis.  

Increasing the quality of traffic and leads for Fruit 4 London 

After dominating the SEO results for a number of transactional keywords for the fruit delivery company, we then set about increasing the clients digital exposure through the SERP by setting up and running a google shopping campaign targeting offices specifically.

Launching a new experience by migrating the online grocery website to Shopify 

For the last 6 years, the business has used the netsuite platform for management of inventory and also to publish the business website. Whilst POLARIS maintained the website through the platform, there were limitations restricting the business in particular areas of marketing.  

POLARIS consulted with the client and based on their go to market strategy, evaluated a number of leading ecommerce website platforms to migrate to. After considering the needs of the business, Shopify was selected, and POLARIS set about migrating the digital experience to the out of the box ecommerce platform.  A full SEO Site Migration ensured Fruit 4 London would maintain key positions within the SERPs.

Known for its simplicity and variety of integrations, the migration process took 4 months, and upon launch, the SEO team at POLARIS achieved a migration that increased rankings further for office fruit keywords in 2024.  

Introducing online subscriptions through digital transformation 

We consulted with the management team and advised them that their current approach to fulfilling subscriptions was arduous and could be digitized. After several consultations and planning meetings, POLARIS delivered a blueprint solution into the business to introduce a digital solution that would allow customers to sign up for subscriptions online, eradicating the need for manual subscription management within the business. 

Thanks to POLARIS, the client gained 34% more resource in the business, that was freed up due to the digital transformation of the subscription process.

Results 

Fruit 4 London has the most consistent position 1 exposure across all competitors for fruit delivery keywords in google.co.uk.