Biffa

With the UK waste management sector in flux and the marketplace becoming increasingly competitive due to the rise of small-scale, regional competitors working in hyper-localised markets, Biffa’s role in the value chain is changing.

The company needed to explain what the changing regulatory environment means for its larger customers to protect existing revenues, while also driving growth through increasing sales to SMEs.

Biffa’s digital ecosystem was set up in an ad hoc manner, supporting a diverse range of stakeholder audiences, each with individual requirements (e.g. business customers and prospects of all sizes, local authorities, households, regulators, investors). There was a clear need to consolidate and simplify the digital estate and set up an ecosystem for future digital services and growth.

Scope / Role

Biffa engaged Digitas as a digital transformation partner across a range of initiatives including a digital audit and roadmapping exercise (2022), the redesign and rebuild of biffa.co.uk (2023), digitisation of key commerce journeys and services (2025), provision of managed support services (2022 onwards), and an always-on team for continuous delivery (2024 onwards).

• Co-pitch lead (2022 and renewals)
• Exec Sponsor / CTPO (2022-2026)

Outcomes

• Simplified website, positioning service articulation, reducing 1,500 to 150 pages (2023), with reduced total cost of ownership (2024), and improved performance
• 23% increase in web active users in first six months, with +7% engagement and +13% page views (2023)
• 32% digital sales increase (2024) attributed to ecommerce and optimisation activity
• 48% decrease in GWC phone service requests following digitisation and updated service information (2024)

The win here was subtraction: 1,500 pages of waste-management complexity down to 150 that people could actually use, and fewer support calls and more digital sales followed.