For CPG brands, growth can be hiding in the online channels you already use. Our new case study follows an established food brand with strong retail and wholesale sales, and shows how improving its Shopify store, Shop App storefront and Faire marketplace listings helped grow online sales by 31.9% over four months.
A new case study for a CPG brand
The brand had built a serious business before this work began. Its specialty meats were sold in regional grocery stores across the U.S., it had a substantial wholesale operation, and it had recently begun selling through Walmart. Customers already knew the products. The online shopping experience had room to catch up.
On Shopify, the store could be easier to shop, and product content could do more to show customers what made the food worth buying. Faire and Shop App were already part of the brand’s ecommerce business, but both had room to do more. The opportunity wasn’t to add a pile of new channels. It was to make the existing ones work harder.
That’s the practical question behind the case study: how do you make the digital experience reflect the quality and reputation a brand has built elsewhere? The answer involved product presentation, shopping experience and discoverability across three different channels, each serving a different kind of customer.
What changed across Shopify, Shop App and Faire
On Shopify, the work covered the basics that shape whether a customer can find a product, understand it and decide to buy. We improved navigation to make a large catalog easier to shop, reworked product and collection merchandising, strengthened product content and fixed usability issues. Site structure and content were also improved to help traditional search and AI shopping tools make better sense of the products.
Those changes matter for food brands because shoppers often need more than a product name and a pack size to make a decision. Clear presentation can help explain what the product is, what makes it distinctive and where it fits in a customer’s order. A catalog can have plenty of good products and still make people work too hard to find the right one. Nobody came to an online store hoping for a scavenger hunt.
Shop App got its own attention. Instead of leaving the brand’s presence as a basic product grid, we treated it as a storefront: improving its merchandising and presentation and giving returning customers more to browse. Shop can serve customers who already know the brand, as well as people discovering products in the app. In this case, it had been underused, so improving that experience gave the brand another place to sell without starting from scratch.
Faire serves a different audience. Retail buyers use the marketplace to find products for their stores, so the brand’s wholesale listings need to speak to that buying context. We improved product listings and merchandising, refined how products were positioned for retail buyers, and strengthened their discoverability within the marketplace.
The work also brought the brand’s visual presentation and messaging into better alignment across Shopify, Shop App and Faire. That doesn’t mean every channel should look identical. A consumer deciding what to order and a retailer choosing what to stock have different questions. The aim was to give each audience a consistent sense of the brand while presenting the products in a way that made sense for that channel.
In short, the project addressed how the brand appeared online, how easily shoppers could find and browse its products, and how clearly the brand communicated to consumers and retail buyers. Three channels, different jobs, one brand to keep recognizable.
The results
Comparing monthly sales in May and August, the case study reports 31.9% growth in overall online sales. Shopify sales grew 30.6%, Faire sales grew 29.5%, and Shop App sales grew 294.7%.
If your brand has strong products and established retail or wholesale sales, your online storefronts may be worth a closer look. Better navigation, clearer product content and stronger marketplace listings are practical places to start. Read the full specialty meats case study for the project details. Tell Parker-Lambert about your brand and ask about a custom quote for your project.