There’s nothing cheesy about igourmet. Apart from their range of more than 900 cheeses, of course!
igourmet also sells more than 400 types of meat, a whole host of artisanal food and snacks. You can simply go online and order gourmet food to your door or send a gourmet gift basket to friends and colleagues.
In 2020, after more than 30 years in the gourmet food game, igourmet realized that they needed to up their game. Their existing online store was outdated, clunky, and didn’t reflect their brand image. That’s why they came to us – for an upgrade to Shopify Plus, with a large sprinkling of Parkfield magic!
The gourmet gift market is a competitive one. igourmet already had a ton of existing customers, but wanted to branch out and capture more of the online market. We knew that a well-designed and functional Shopify Plus site would do the trick.
igourmet had ambitious growth goals. The potential was there, as they had a great range of delicious and diverse products, but visitors to their site just weren’t converting well enough. We devised a conversion-focused strategy to help them grow.
Holiday season means peak sales in the gourmet gift market. igourmet were keen to get their sparkling new Shopify Plus site ready before the start of the 2020 holiday season. That gave us just a few months, which meant taking an agile approach to the strategy, design, and launch of their new store.
Our team decided that a Shopify Plus store was the way forward for igourmet. But first, a plan was needed.
The first item on the agenda was a deep discovery audit to assess the success of their current UX, funnel performance, transaction friction, and the overall look and feel of their website.
We also worked closely with igourmet, doing a deep dive into their target market. With a clear picture of their ideal customer profile drawn up, we went on to create a detailed conversion rate optimization strategy. The next step was to build a winning ecommerce store.
With a focused conversion rate optimization strategy in mind, we got to work…
With just a few weeks to hit the delivery target, our team pulled out all the stops and got it ready in time for the holiday season. As a result, Christmas 2020 was igourmet’s best yet in terms of online sales, with a 30% boost in conversions.
The new online store would incorporate contemporary best practices in UX, smarter categorization & information architecture, and an emphasis on not just piquing the interest of new customers, but keeping them engaged with the store and eager to purchase.
With the 2020 holiday season just weeks away, we worked with the igourmet team to ensure that everything was ready in time to meet their Q4 targets.
The igourmet online store of today looks nothing like it’s predecessor. Yes, it’s still stocked with all the best food-related gifts you could ever want or need. However, these days you’ll find the store is easier to use, easier to find products, and easier to purchase from.
These changes worked better than any of us could have hoped.
Since pivoting to a Shopify Plus D2C model, igourmet now receives 15% more online traffic than ever before. What’s more, those eyeballs are no longer just tyre-kicking casual visitors. Thanks to Parkfield’s work, the site now hits a 30% higher conversion rate than the old version. This played a huge role in their 2020 holiday season, exceeding their Q4 sales targets by 22%.
However, despite making so many changes, we also successfully managed to retain the old customer base that once drove the majority of igourmet’s revenue. The new site boasts a 10% increase in repeat purchases, thanks in part to igourmet’s new subscription-based sales model.
These improvements weren’t unexpected. By focusing on an overall improvement to the user experience, adding just the right amount of tech to increase customer satisfaction, and paying close attention to the right numbers (in this case, improved retention), we were able to make big things happen for igourmet.
We can’t wait to talk about your own project, and see where we might do something similar for you.