Implementation of an eCom Strategy for a Luxury Gourmet Brand



Project Overview

This four-year endeavour focused on crafting and executing a sophisticated eCommerce strategy for a luxury gourmet brand, segmented into three phases: forming a versatile team, swiftly launching the online store, and consistently refining it to boost sales and enhance customer experience.

Team and Leadership

The project kicked off with assembling a foundational team, including a designer, two back-end developers, a front-end developer, and a dev-ops engineer, who together brought the initial version of the store to life. As the project expanded, roles for QA and data entry were introduced, complemented by a marketing and content team comprising SEO experts, content managers, copywriters, and a digital marketer.

My leadership spanned product and project management, initially focusing on the latter before shifting towards product-centric responsibilities post-launch. This involved a deep dive into customer understanding, aligning project milestones with broader business objectives, and managing the backlogs for both product and marketing teams to drive towards revenue growth targets. We employed an agile methodology, utilizing the RICE prioritization framework, breaking down tasks into sprints, and maintaining regular stand-ups and retrospectives for optimal team coordination.

Store Launch

For the store's infrastructure, we selected a tech stack that included Magento 2, MySQL, Nginx, Git, and Docker. The major challenge was the aggressive timeline, aiming for a launch ahead of the crucial holiday season, which required completion of design, development, and integration within a mere four months. Thanks to rigorous planning and team effort, we met our ambitious deadline.

Continuous Improvement

Post-launch, my attention shifted towards strategic enhancements targeting key metrics like average order value, conversion rates, sales volume, and customer loyalty. Leveraging tools such as user behaviour analytics, Google Analytics, and our CRM system, we identified and implemented feature upgrades based on customer validation. To support these technical enhancements, I developed a forward-looking content strategy, ensuring our marketing efforts were perfectly synchronized with key promotional periods, enriching our approach with a diverse mix of video, photo, and textual content.



Example of stories and how they were prioritised by using RICE

Examples of how stories that were prioritised earlier are visualized in a product roadmap



From CJM and other screenshots, all sensitive data for the brand was replaced

Conclusion & Next Steps

Guiding this project to triumph has been a highlight of my career. We aimed for excellence from the beginning, driving innovation and significant revenue increases, even as the team evolved. In four years, we transformed the brand from having no online presence to generating millions in revenue, consistently hitting over 35% growth annually.

This journey underscores the power of strategic foresight, agile practices, and putting the customer first in executing a successful eCommerce strategy for high-end brands.

Ready to elevate your brand to this level of success? Click 'Get in Touch' to schedule a discovery call with me, and let's embark on your brand's digital transformation journey together.