Vita Specialty Foods, Case Study

COMPANY OVERVIEW

Vita Specialty Foods principal activity is to process and sell various complementary specialty food products to gourmet food shops and online customers.

Vita Specialty Foods is the industry leader in licensed spirit based brands, with such notable brands as: Jim Beam Gourmet Foods, The Drambuie Gourmet Collection, Allied Domecq PLC, Artie Bucco Gourmet Foods, Virginia Brand, Vita, Oak Hill Farms and Scorned Woman.

OBJECTIVE

Vita Specialty Foods wanted a “look and feel” that would merge two company divisions websites by re-branding them into one to make it easier for customers to buy. The objective was to create a unique user experience that would boost sales from current customers and attract new customers in a very competitive online market and to develop a new sales fulfillment process for the two divisions. The new site's target launch date was set for mid-November to meet upcoming holiday demands.

SOLUTION

To get started, we completed an audit of both websites (www.virginiabrand.com and www.cookscart.com). The result of the audit was an extensive timeline and strategic plan to meet a two-month site rollout deadline.

The site received a completely new design focused on merchandising the company's brand equity and incorporated new sauce-like colors to reflect the gourmet products and product lines being sold
The new site focuses on product promotion and cross selling through featured recipes.

To accommodate the increased site traffic, the site was moved to Blue Darter’s high-speed web server. To power the store's e-commerce engine, Storefront asp.net was the software of choice due to its powerful merchant tools and marketing options to help drive sales.
Marketing tools and concepts were developed to optimize search engine results.

RESULT

Sales are accelerating! Vita Specialty Foods unique internet presence compels visitors to its site and compliments the award winning foods the company produces. The return on investment is increased weekly vistor traffic and steady online sales growth.

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