Case Study

Red Hot Penny fine-tune Anderton’s ecommerce strategy

  • 10x Improvement in online turnover
  • 500% Increase in number of transactions
  • 185% Increase in site visits


With 50-years of experience as a musical instrument retailer, Andertons Music Co. operates from its store in Guildford, and online site. Their vast experience of the music industry and in-depth knowledge of their products was already attracting famous musicians to their bricks-and-mortar store. But Anderton’s lack of ecommerce understanding meant their online growth wasn’t living up to their potential.


Andertons needed long-term consultancy to aid their ecommerce development and online growth. Red Hot Penny worked with the UK retailer on a consultancy basis to share our knowledge as an experienced digital agency.

A digital partnership: Working in partnership as a strategic digital partner, Red Hot Penny helped in the creation of Anderton’s technical website integration strategy. We ensured the brand was reaching the right customers with their on-going search strategy.

Practice makes perfect: Our consultancy team provided detailed user experience testing and an effective email marketing design to boost campaigns. A suitable email solution was found to allow the in-house marketing team carryout their email strategy.

Building a team: Andertons was recruiting an online marketing team so Red Hot Penny assisted, using our expertise in the industry to select the best people for the job.


Attracting big crowds: The Andertons website saw an increase in visits by 185% since Red Hot Penny began consulting with them.

Digital does more: Over a 7-year period, Andertons saw an improvement of online turnover by 10x.

Driving growth: Over a period of 5-years, the retailer had a 500% increase in the number of transactions.

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What our expert said

Partnering with Andertons gave us the opportunity to help them in all aspects of their digital growth. Working to ensure Andertons had the right tools for online success, our consultancy has helped them pave the way with their digital strategy. It’s so great to see them excel online, in particular with their popular YouTube content.

Darren Bull, Managing Director

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