Connecting retail products with the restaurant brand for a simplified digital resource
The Phillips Seafood tradition started a century ago on Hoopers Island, where the A.E. Phillips & Son processing plant sourced fresh seafood from the Chesapeake Bay. Over the past 100 years the business has grown to offer over 25 retail products, 19 restaurants, and a large distribution facility.
Phillips Seafood sought a redesign of its retail website to highlight its in-store product line, while simultaneously merging retail and distribution businesses into one website. The desire was to properly connect retail products with the restaurant brand, encouraging both at-home and professional chefs to excel in cooking with Phillips Seafood’s high quality merchandise.
Mindgrub created a sharp, contemporary website design that positioned Phillips Seafood’s product line within the market of premium seafood. The retail and distribution websites were merged, and the content was streamlined and optimized to serve two different client bases. Additional pathways between pages were also implemented to improve conversion rates, leading users to sign up for the newsletter through coupon and recipe offers. The new website hosts a clean and consistent database of products and recipes, that is flexible, mobile-ready, and responsive to the implementation of content updates and seasonable campaigns.