eCommerce solution for butcher & local Grocery
CASE STUDY
PROJECT INCLUDED:
Accessibility audit
E commerce Website solution so that the client could sell online
Event calendar
Blog
Buy online for in-store pick-up
Online Sales
Logistics
User Experience
Social Growth
Maintenance Agreement
THE CHALLENGE:
The client had a static website that could not be updated without placing a call to the developer.
The developer rarely responded to update requests meaning the website was frequently outdated and was riddled with broken links and missing or incorrect info.
Most orders were placed through phone calls or from facebook messenger. This took a ton of local resources to manage and created opportunity for lost orders or late deliveries.
The client started with a decent Facebook following (around 12K) but no other social account.
REQUIREMENTS:
We needed to expand the social networks and get the client on a regular posting schedule for facebook & Instagram
Client needed to open up their business to selling products online
We had to overcome logistical challenges of shipping perishables long distances
Client had to be able manage online inventories, customers, & orders.
We needed to create an online calendar that would promote local and seasonal events at the general store
introduce ways for customers to pay online and pick-up in store.
Identifying the pain points
One of the most difficult pain points to overcome had to do with the logistics of moving product from one location across the country, without impacting the quality of the product.
As much of the product the client wanted to sell online was perishable, we had to look at a variety of packaging options to ensure food safety. These options drove up the cost of shipping and, unfortunately, we found that the local shipping options were not reliable enough to ensure safe transport.
Instead, we looked at all the items we could move safely online. We developed a buy-online option where we scheduled weekly drop off locations across the state.
We also focused on package improvements with the client. We branded and improved the packaging for everything that left the shop. Shipped orders also got a fridge magnet with our URL, a sticker, and a fresh sheet that featured new and seasonal items on sale in the store. This improved ROV and grew AOV month over month.
Social Growth through Q3
While building out the website, Urban Analog focused on a steady growth campaign for the client’s Social accounts. Our goal was to increase exposure, engagement and grow followers for the new instagram account.
How growth for both campaigns was generated
Unique quality content: We pushed video as it had proved to be more successful source for overall customer engagement
Monthly online contests: The contests were a hit and customers looked forward to them. We saw steady growth for both facebook and instagram with these contests.
Announcing sales and special pricing on our social media accounts provided us greater customer retention and improved recommendations.
Setting staff on a posting schedule: We developed our strategy and taught the staff how to continue focusing on this strategy using a posting calendar to make sure they were consistent in posting.
By Q2 we had increased engagement by nearly 5K. Client’s facebook account had grown by nearly 3K likes and we had nearly 750 Instagram followers. In Q3 we showed growth of nearly 120K post engagements.
Brief client summary
halfway through our year long contract with the client, we had helped them to generate enough of a return that they were able to pay off the outstanding balance on our contract. We were pretty proud of the growth we were able to help them achieve. We are still good friends with Miller’s and continue to help them with a variety of projects.
Final Update
The client has continued to see growth year over year. When we began with the client, they had a static website. During the first year we helped the client to break a number of personal records. Revenue is currently up 45% year over year. Average online order values have tripled post-launch, and grow by about 10% year over year.