Wednesday, 16th April 2014
"British Gas is a company of Centrica; a multinational utility company based in the UK, with a presence other markets across Europe and North America. Although British Gas is a Centrica company, it precedes its parent company by 50 years. British Gas plc began in 1948 when The Gas Act merged more than 1062 privately owned and municipal gas companies into 12 Gas Boards. In 1997, British Gas plc, demerged into Centrica plc and BG plc. Currently, Centrica is the largest supplier of gas to the UK’s domestic market. It is also one of the largest supplies of electricity."
 
 
Case Study – Easy Navigation for British Gas

Background
Partner Profile
British Gas is a company of Centrica; a multinational utility company based in the UK, with a presence other markets across Europe and North America. Although British Gas is a Centrica company, it precedes its parent company by 50 years. British Gas plc began in 1948 when The Gas Act merged more than 1062 privately owned and municipal gas companies into 12 Gas Boards. In 1997, British Gas plc, demerged into Centrica plc and BG plc. Currently, Centrica is the largest supplier of gas to the UK’s domestic market. It is also one of the largest supplies of electricity.

Although primarily focused on gas and electricity, British Gas does offer a diverse range of energy related products and services. These additional offerings include:
  • Energy packages
  • Gas packages
  • Dual-fuel packages
  • Boiler and central heating sales
  • Boiler and central heating installation
  • Boiler and central heating maintenance
  • Maintenance packages for home appliances
  • Maintenance packages for gas appliances
  • Maintenance packages for plumbing
  • Business specific energy services through British Gas Business

Profile of Target Market
Although environmental concerns may be a driving factor for a select group of consumers, low-cost is still seen as the overriding feature sought by most.

Since energy consumers range across many demographics, it is common for such consumers to vary in their computer and internet skill levels. Many will be successful navigators who can quickly locate their required information. Others, however, may use the internet infrequently, and have been inspired to seek out an alternative fuel provider only after learning how to pay their bill online.


Challenge
Trends indicate that as energy costs continue to rise, customers will switch energy providers on a more frequent basis. For many consumers, online research is one of the fastest and most reliable methods for identifying and comparing new products.

Although British Gas remains the largest energy provider in the UK, this company must still defend its market share against smaller companies that have been bolstered by rising energy costs and internet-driven exposure.

Solution
By developing satellite websites to feature and market British Gas services and products, eCommerce Associates has been able to reach a broader client base and highlight coordinating features of British Gas’ service.

These satellite websites market British Gas products and services directly to the prospective customers, providing front-end sales support before channelling customers through the company’s official website.

Easy Navigation
Although still technology-rich, the website’s design favours simple applications and easy navigation. All interactive features have been intelligently designed for ease of use, with particular attention to limiting industry-specific jargon.

Searchable Database
Wanting to draw particular attention to British Gas’ boiler sales and services, our team developed a comprehensive database of boiler designs. This searchable database allows consumers to quickly locate information about their current or prospective boiler. Customers use this feature to learn more about their boiler for maintenance or service, research a replacement boiler, or compare boilers for a new purchase.

Interactive Homepage
By understanding that price is the primary motivator for this market, eCommerce Associates has been able to design a website that provides the latest deals and lowest British Gas rates.