Challenge

Dean & DeLuca is a gourmet retailer known for its European-influenced food markets. The grocer opened its first storefront in New York City's SoHo district in 1977 and has since expanded into nearly 40 retail locations worldwide.

Dean & DeLuca aims to discover, introduce and support high-quality, epicurean goods from around the world for cooking, eating and entertaining. Seeking to upgrade its ecommerce channel to match the luxe shopping experience of their brick and mortar locations, and to work with a partner with both high-end and food & beverage brand experience, the gourmet retailer partnered with Gorilla for full site redesign and development to expand their footprint beyond retail locations and move into the next phase of their digital evolution.

Approach

Renowned for its lavish displays of imported, artisan foods like cheeses, olives, wines, and coffee, Dean & DeLuca has curated an in-store presence unlike mass market supermarkets and grocery chains. In order to replicate the aspirational and inspirational nature of the gourmet landmark retail locations on the web, our project team spent time on-site at the company’s flagship New York City store, kitchen, and café to guide design direction.

Creating an easy-to-use and manage administrative back-end was another key project driver. Not only does the site’s design match the in-store aesthetic, but the structure includes innovative technology, such as a proprietary delivery date selector developed by Gorilla’s in-house innovation team, Gorilla Labs, a PCI compliant payment system via the Assist Payment Gateway, Baynote, BoldChat, Power Reviews, Vantiv, Bronto and SLI Search.

In order to further personalize the online shopping experience, we developed functionality allowing customers to build one-of-a-kind gifts. Customers start by selecting a gift container and identifying a theme if they choose, and are then able to pick and choose specific items to fill their chosen basket, bag or box.

Outcome

The new site has delivered on its promise of matching the luxe and inspirational in-store experience at Dean & DeLuca. Beyond their initial engagement, the luxury foodstuffs retailer has signed on with our post-launch Managed Services team, with future-looking items on the roadmap.