Challenge:
How do you create an online store that conveys the gourmet experience of stepping into one of Eli Zabar’s New York establishments? Eli Zabar’s existing Web site was a confusing mishmash of graphical catalog elements and a difficult-to-use eCommerce system. The company needed to bring their site more in line with main competitors such as Harry & David. But their site also needed to represent their brick-and-mortar stores, as well as showcase their catering and grocery delivery offerings.
Solution:
IMA worked with the team that is synonymous with smoked fish and the quintessential New York brunch to create an experience that tied in with Eli Zabar’s brand and the quality of their customer service. The site was primarily implemented using the Elastic Path eCommerce application for a streamlined and user-friendly shopping experience. As in the store itself, the online venue is divided into main food types – Bread, Gift Baskets, Sweets, etc. – and each section includes a landing page that features specific products, which can easily be altered based on seasonal changes and promotions. From this landing page, visitors can easily access all of the products in that category, or click to a specific item from a left-hand navigation bar.
Many of Eli Zabar’s items are available in multiple varieties – you can buy both chocolate and raisin babka, for instance – so where available, the user can choose one or more. Most items include other product recommendations. Gift baskets, however, can be packed to include additional items, so all gift baskets contain several “Would you like to add…” items.
A large number of Eli Zabar’s perishable products must be delivered at the peak of freshness. Each item is tagged to denote if it must be sent by express, one-day, or two-day delivery service. Based on the items in his cart, the user can select a delivery date from a calendar application that dims any inappropriate dates.
IMA’s Elastic Path interface makes it simple for the client to add new products, edit existing ones, promote products as add-ons or recommendations, and create landing page features. The site is integrated with Eli Zabar’s backend fulfillment system, making it easy to go from online order to packing and shipping.
In addition, IMA implemented part of the site in a content manager that allows Eli Zabar’s staff to edit the non-commerce areas of the site. They can modify the text in the Stores & Restaurants, Catering, and Grocery Deliveries, keeping the site up to date with any changes.
Results:
The site launched in November of 2008, and during the month of December alone netted more than $350,000 in Web orders. This is a considerable increase from Eli Zabar’s previous eCommerce annual revenue of $300,000 prior to the redesign. This is partly due to the new design – complete with red logo and crinkled brown kraft paper – which evokes a walk through the aisles. Products are beautifully presented, while the pages describing the stores and catering options are tiled with exquisite venue and food shots. It is also largely due to the ease with which online shoppers can find what they are looking for, giving them the ability to browse selections, follow recommendations, search by price and occasion, and avail themselves of all of the standard eCommerce enhancements.
Visit the Web site at www.elizabar.com.
