Mustard & Miel
Challenge
Mustard & Miel, a newly established business specializing in bee-inspired products, launched its online store and a pop-up storefront in Catskill, NY for the 2023 holiday season. In a world where the decline of bee populations poses a significant threat to global ecosystems, Mustard & Miel needed an online presence that would not only introduce and market its products but also educate its audience on the importance of bees and encourage support for their preservation.
Role
Brand and Marketing Consultant
Project Focus
Business & Store Launch
Activities
Brand identity, voice & naming
Marketing & content strategy
Copywriting
Graphic design
Product positioning & pricing strategy
Deliverables
Product name
E-commerce website
Launch collateral
Customer communications
Summary:
As a new entrant in the competitive online retail market, Mustard & Miel faced the dual challenge of establishing a brand identity and driving its mission for bee support. The brand needed a name for its core product and a compelling digital platform that could effectively communicate its unique value proposition. It also needed to engage a community passionate about sustainability and conservation and drive sales to support its cause.
We went through a naming process that took into account the brand’s origins, influences, and mission and then designed and launched a Shopify website in tandem with the opening of the holiday pop-up storefront located in Catskill, NY. Two holiday gift boxes were curated and highlighted on the website to provide online shoppers a strong focal point for their holiday shopping.
The founder’s strong connections to the local beekeeping community were what made the business come alive. To build on that foundation, we developed a brand voice that seamlessly integrates Mustard & Miel’s commitment to quality products with its dedication to bee conservation. This dual focus was highlighted throughout the website to inspire and engage customers with the brand’s mission.
Goals:
Launch the Mustard & Miel brand and its first product, Catskill Skeppa Honey.
Break even during the holiday season.
Generate revenue to support their conservation efforts.
Establish brand awareness and customer engagement online.
Achievements:
Exceeded Sales Targets: Mustard & Miel far surpassed their initial goal by selling 10 times their set goal for the season, demonstrating strong demand for their bee-inspired products.
Significant Revenue Growth: Mustard & Miel met their goal of breaking even and exceeded their financial objectives, driving a sizeable profit, and providing a solid foundation for their conservation initiatives.
Effective Conversion Rate: Despite modest website traffic, Mustard & Miel achieved a commendable online store conversion rate of 1.3%, indicating the effectiveness of their marketing strategies and the appeal of their products to customers.
Customer Loyalty: Demonstrating a commitment to quality and customer satisfaction, Mustard & Miel achieved a returning customer rate of 18.75%, indicating a loyal customer base and the potential for long-term success.
Key Factors Contributing to Success:
Product Quality and Appeal: Mustard & Miel's unique and high-quality bee-inspired products resonated with customers, driving interest and sales.
Strategic Marketing: Leveraging Shopify's platform, Mustard & Miel effectively promoted their products through targeted marketing campaigns, social media engagement, and email to maximize their reach and visibility.
Customer Engagement: By prioritizing customer satisfaction and fostering meaningful interactions, Mustard & Miel cultivated a loyal customer base, encouraging repeat purchases and word-of-mouth referrals.
Results
Mustard & Miel's successful holiday season on Shopify highlights their ability to combine business success with environmental conservation efforts. Through their commitment to quality, strategic marketing initiatives, and dedication to customer satisfaction, Mustard & Miel has established a strong foundation for continued growth and impact in the future.
By exceeding their sales targets, generating significant revenue, and fostering customer loyalty, Mustard & Miel has demonstrated their ability to thrive in the competitive e-commerce landscape while staying true to their mission of supporting bee conservation and promoting environmental sustainability.
Schedule a Conversation
If you're interested in exploring how we can work together, I'd love to hear from you. Feel free to reach out using the form below or drop me a line directly at deepthiw@gmail.com to schedule a chat.