Over the past 10 years or so since its’ inception, the NoMu brand has steadfastly gained ground in the South African food industry as a unique, quality product. Thanks also to a highly active and engaging Twitter presence, NoMu have built strong relationships with their customers and gained a loyal following.
Now they are taking things to the next level by adding a mobisite to their online offering. As a brand that’s very digitally aware, it’s no surprise that they understand the power of a mobile presence in the South African market, but have they managed to create something of value to their clients?
We think so. The overall look and feel of the mobisite is far superior to the majority of local creations. NoMu have clearly taken into account style as well as functionality to create something that’s really enjoyable to engage with.
The first thing you’d have to ask yourself when looking at it is, ‘What would NoMu customers want from a mobisite?’
NoMu express their intentions clearly in the ‘About’ section, saying that they aimed to provide a mobile point of interaction for their clients, but mostly to give them mobile access to the recipes and competitions. I put myself in the shoes of a shopper encountering NoMu in the shop but not being totally sure what to do with it. I could look up the brand on my phone and have access to a wealth of information right there in the spice aisle.
The thing I like most is that you not only get a description of the product, but also a description of how to use each product. It may be obvious to the more accomplished foodies out there, but for most, venturing into spices is uncharted territory.
The recipes area is, in keeping with the brand, stylishly presented and easy to navigate. The recipes look damn tasty too – and part of the reason I think so, is because they have mouth-watering pictures accompanying them. They’re not large but they show just enough to get your attention.
In the competitions area, you can fill out a survey – with a few easily ticks and clicks – and be eligible to win discounts and products.
I think that, more than giving you exactly what you would want as a NoMu customer, the mobisite also opens up the possibility for new clients to get to know the brand in a new way. I can’t think of anything negative to say about it. My only concern is that I wasn’t automatically redirected to the mobisite when I went to the main site. I’m not sure if this is a handset issue, or whether it’s something that still being worked on, but it would be a pity if people couldn’t easily find the mobisite without already knowing of its’ existence.
Top marks for NoMu: 10/10
