Scaling D2C Growth: Wright Brothers’ Journey with Loyalty, Reviews & UGC

Overview

Wright Brothers, UK's Best Online Fishmonger offers a premium selection of fresh fish and fish and seafood. They focus on delivering high-quality, sustainable seafood that is landed daily and delivered directly to your door. WIRO partnered with Wright Brothers to elevate their D2C eCommerce strategy, implementing loyalty programs, user-generated content, and reviews to enhance customer trust, increase conversions, and drive long-term customer retention.

Client Objectives & Growth Goals

As a renowned seafood supplier in UK initially focused on B2B space, Wright Brothers recognised the opportunity to expand their direct-to-consumer (D2C) business. Their key objectives included:

Build brand trust by showcasing authentic customer experiences.
Increase customer retention & LTV through Loyalty & Rewards.
Enhance the online shopping experience for seamless repeat purchases.
Drive higher conversion rates with social proof and optimised user journeys.

Challenges

Wright Brothers, saw the opportunity to grow their business by increasing their D2C sales, especially following the shift in consumer behaviour post-COVID. However, as the brand was not initially focused on selling directly to consumers, their online presence lacked user-generated content (UGC), reviews, and the kind of trust-building elements that are crucial in D2C commerce. The primary challenge was to build an online brand presence that consumers could trust while boosting customer loyalty and driving repeat business.

WIRO's Approach & Process

To address these challenges, WIRO implemented an eCommerce Strategy to build customer trust, increase conversions, and strengthen retention. The key areas of focus included:

User-Generated Content (UGC) & Reviews – With minimal consumer-facing content, Wright Brothers lacked the social proof necessary to establish trust with new customers. By integrating Yotpo’s review system, WIRO enabled the brand to display authentic customer reviews directly on product and collection pages, helping prospective buyers make informed decisions.

Loyalty & Rewards Program – To enhance customer lifetime value (LTV) and encourage repeat purchases, WIRO introduced a structured loyalty program, rewarding both online and in-store customers. This not only incentivised purchases but also nurtured long-term customer relationships.

Seamless Buyer Journey & Retention Focus – WIRO built optimised landing pages and account-based features that encouraged customers to return and repurchase with ease. The integration of rewards within the checkout and post-purchase experience further solidified retention efforts.

Results Achieved

Wright Brothers launched Rewards & Loyalty in August 2023, and despite their store sessions and traffic being down all of their key metrics increased, after their launch and we saw:

17% increase in conversion rate
Higher customer retention rates
Stronger engagement through loyalty incentives

Increase in AOV

Increase in LTV

Increase in conversion

"We've been working with WIRO for the last nine months, and their work has been transformational for our D2C eCommerce website. They are flexible, great communicators, and have had a very beneficial impact on our conversion rate through implementing eCommerce strategies and technical solutions such as Yotpo’s integration. A very friendly and supportive team of designers, developers, and project managers!”

Robin Hancock, Co-founder of Wright Brothers

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