Profound and Micheldever Group Clinch B2C Website of the Year Award for Website

Basingstoke, 23rd February 2024

In fabulous recognition of a ground-breaking project, experience design agency Profound and client, Micheldever Group, have been awarded the prestigious B2C Website of the Year for their work on the website. The accolade, presented at the UK Digital Excellence Awards in London on 22nd February, acknowledged their outstanding achievement in digital innovation and customer experience design within the competitive tyre retail sector.

Micheldever Group is a leading force in the UK tyre market as a wholesaler, distributor, and retailer. The business had recognised the need to modernise their digital platform to keep pace with the evolving demands of the growing retail business, Protyre. In 2022 they chose to partner with Profound to focus on a comprehensive review and overhaul of their B2C eCommerce strategy and platform.

This project marked the first-ever deployment in the UK of composable and headless eCommerce architecture integrating technologies Storyblok, Commercetools, Algolia, and Pimberly. This innovative setup has already delivered notable success for the Protyre retail brand, significantly reducing website load time by 28.4% and nearly doubling the overall conversion rate with a 98% improvement.

The judges at the UK Digital Excellence Awards were particularly impressed by the strategic foresight and purposeful implementation of the project. They highlighted the team’s holistic approach, which not only improved the customer experience and pricing but also enhanced service quality across the brand. The collaboration between Profound, Micheldever Group leadership, and other key teams within the business – including SEO and customer service – was lauded for delivering remarkable results in this challenging industry.

“This award is a reflection of our commitment to excellence and innovation,” said Tim McMillen, CEO of Profound. “Working alongside Micheldever Group, we aimed to redefine the art of the possible in eCommerce for the tyre industry. This recognition is a testament to our collective team’s hard work, the bringing together of market leading technologies, and the visionary strategy that drove the project.”

Tim Robson, Head of Portfoliop Delivery at Protyre, added, “Our goal was to not only meet but exceed the expectations of our customers through our digital transformation. The success of the Protyre website and this award from the UK Digital Excellence Awards confirm that we are on the right path. It showcases the impact of adopting a customer-first approach and leveraging cutting-edge technology to enhance our service offering.”

This award underscores the effectiveness of the partnership between Profound and Micheldever Group and sets a new benchmark for digital excellence in the B2C sector. Both teams are dedicated to continuing their efforts in pushing the boundaries of digital innovation and enhancing the customer experience.

For more information about the Protyre website and its innovative features, please visit Micheldever Group Transforms Tyre Retail Experience – Profound Digital

About Profound

Profound is an experience design agency renowned for its innovative approach to digital solutions, specialising in connecting B2C and B2B brands with their customers through meaningful, user-centric experiences.


About Micheldever Group

Micheldever Group is a dominant player in the UK automotive industry, offering comprehensive tyre services and products with a steadfast commitment to customer satisfaction and quality service.

We help digital teams design great experiences, make smart technology choices, and deliver successful digital transformations.

Let's talk about your digital ambitions