By Royal Appointment

Breedon Special Aggregates is the decorative division of Breedon Group plc, one of the UK’s leading construction materials providers. 
Based at Breedon Quarry, in Breedon on the Hill, the firm offers a comprehensive range of decorative aggregates and self-binding limestone products to domestic and commercial customers across the UK. 
Its wide range of products can be delivered or collected loose or in bulk bags and are suitable for a variety of applications including commercial and residential pathways, driveways, car parks, courtyards, architectural landscaping, gardening projects and water features. 
It is also the sole producer of Breedon Golden Amber Gravel, the only self-binding product to hold the prestigious Royal Warrant.
Breedon Golden Amber Gravel, known throughout the industry as Breedon Gravel, is not only a natural material, it is also a durable, versatile, high-performance aggregate with unique self-binding properties.  The hard limestone at Breedon Quarry has a marl content within it which enables it to knit together to form a solid base while providing a hard-wearing surface. 
Breedon Gravel is used at the country's most prestigious stately homes and enhances many of the most beautiful National Trust and English Heritage gardens.
We have developed a strong working partnership with Breedon Special Aggregates over a number of years and were delighted to be tasked with revamping its website to make it more customer-friendly, and also updating the installation guidance video for the Breedon Gravel product to ensure it reflected the firm’s latest brand identity.

 

An updated user journey

Although Breedon Special Aggregates had an existing website, it was more of a simple brochure site with limited functionality and the firm was looking to update this and provide its customers with a better online experience and user journey. 
We approached this project by segmenting the full product range down and giving each category its own section on the website. 
We also built a separate section for Breedon Gravel, its hero product, which includes a host of information about the product, including installation and maintenance instructions, technical data, a gallery highlighting the range of applications it’s suited to, a stockists’ directory and product FAQ. 
This section also included a step-by-step instructional video showing customers how to lay the product. 
We helped the firm to update its existing video with new footage and branding, to freshen it up and make it more visually-appealing by using some quirky and inventive camera angles, including a Go Pro shot from the head of a CAT loading shovel, to one of the Breedon vehicles traveling up the incline and out of Breedon Quarry.
Included in the site was an online chat function, a calculator to help customers work out how much product they need to order, an online ‘quick quote’ function and a form to request free product samples. 
The site also has stronger calls to action throughout, along with links to its new social media pages and company news channels.

 

Part of the team

Laura McGlynn, Sales Manager at Breedon Special Aggregates, said: “The new website functionality has really helped to improve our customer journey and we’ve been getting a lot of enquiries through since it was launched, and comments about how useful clients have found the site to be.  


“We’ve always had a good hit rate through the website, but the new version has taken things to the next level and makes it really easy for our customers to access all the information they need quickly, out of hours online – which is the most convenient time for a high proportion of our customers.  “Once fully informed they get in touch with our Sales Team to discuss their requirements and to place their orders. 
“We’re also really pleased with the video, which was freshened up to ensure the corporate branding is correct and up to date. The Quiet Storm team were great at suggesting different camera set ups and new ways to engage the audience. 
“We’ve worked with Quiet Storm for a long time and it’s like having our own team at the end of the phone. 
“Sometimes, you have a concept in your mind, and it can be difficult to explain.  With the experience that Quiet Storm have, they have always understood what we want to achieve and have come up with ideas and solutions to portray these concepts to our customer base.  
“If ever there are any issues or we need anything done, we know we only need to call or email the team and they will get straight on it to sort things out quickly, which is what we really value.” 
 

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