In business for over 50 years, Andertons Music Co. is a market-leading music store, frequented by famous musicians and fanatics alike. The multi-channel retailer is famous for having outstanding industry knowledge and exemplary customer service.

When they first approached Red Hot Penny, Andertons had vast music industry experience and in-depth product knowledge, but very little ecommerce understanding. The UK retailer required a creative digital agency to provide long-term consultancy to aid their ecommerce development and online growth. 


Red Hot Penny worked with Andertons as a strategic digital partner, aiding the creation of their technical website integration strategy, and their on-going search strategy and implementation to ensure the brand reached the right customers.

As part of our brand strategy we provided detailed user experience testing and effective email marketing designed to boost campaigns, and sourced a suitable email solution to allow the in-house team to facilitate their own execution. Red Hot Penny also assisted with recruitment for the Andertons digital marketing team.


Andertons has experienced an impressive increase in online sales since Red Hot Penny began consulting with the team.

Reported improvements include the following:

  • 10 x improvement in online turnover across a seven year period
  • 500% increase in number of transactions over a five year period
  • 185% increase in site visits


Visit their website.