Challenge

As New York City’s oldest cheese shop, Murray’s Cheese is known for its expertise in artisanal cheeses and gourmet food products. Looking to bring their brand and unique in-store experience to the online channel, Murray’s Cheese partnered with Gorilla to deliver a site that’s a cut above the rest.

Approach

We crafted a site on the Magento Enterprise platform that more accurately positions Murray’s Cheese as a high-end gourmet brand. To get there, we conducted on-site brand discovery, visiting their NYC locations, warehouses, and famous cheese caves, while interviewing customers and staff along the way, using this information to inform the subsequent strategy. We provided art direction, which included a site photography audit, assessments of the competitive landscape, and recommendations for future photography direction.

To educate online shoppers, we created the Virtual Cheese Monger; a virtual counter that uses a Q&A approach to identify cheeses for every palate, and gives recommendations for cooking and entertaining. To further enhance the shopping experience, we developed a Build Your Own Gift configurator, which allows online shoppers to customize gifts by dragging and dropping cheeses, meats, and other specialty foods into a virtual gift crate. We integrated FedEx Periship to ensure next day delivery for Murray’s delicious, yet perishable gourmet food items. Post-launch, the site is hosted on Gorilla’s cloud environment and is supported by our Managed Services.

Outcome

  • Fully redesigned and Enhanced Magento Enterprise site
  • BizSync/MOM ERP Integration;
  • Additional integrations: CIM Authorization, MailChimp, AddThis Facebook Social Sharing
  • Interactive Store Locator drives channel-neutral shopping