Twinings taps e.fundamentals service for e-commerce push

Twinings is working with e-commerce analytics provider e.fundamentals to help drive sales of its everyday and speciality teas through retailers’ websites.

The company’s service reports how brands measure up against eight elements influencing online sales, and flags where improvements are required.

“The e-commerce channel continues to grow in importance for us and we’re really pleased to partner with e.fundamentals,” says James Brett, Head of Customer Marketing at Twinings.

“We particularly like the simplicity of their platform and the ease of getting to insights, enabling us to quickly identify growth opportunities. We now have a powerful tool in the hands of our sales, marketing and category teams to help optimise our online sales.”