Bacon Lovers Rejoice!

Located in the heart of Lancaster County, Kunzler & Company, Inc. has been producing quality meets for over 100 years. A marketer, manufacturer and distributor of natural hardwood smoked hams and bacon, hot dogs, sausages, scrapple, deli meats, and specialty snack items, the company’s core distribution of products extends from upstate New York to Florida.
A well-built site that drives sales is about much more than product beauty shots — even when it comes to bacon. That’s why, in working with Lancaster-based Kunzler & Company Inc. to redesign their website, we crafted a strategy based on customer needs. A great user experience was at the top of the “must-haves” list, with easy access to nutritional information, where to buy, and recipe ideas that nearly doubled traffic within four weeks of the site’s launch.

What We Did

  • We Developed a Website:

    We started by doing our homework, going straight to the people who interact with Kunzler customers on a day-to-day basis: the customer service team. Armed with knowledge as to what types of calls they were most commonly fielding, our team crafted a plan sure to address those items on the new website.

  • Redeveloped the User Experience

    A more ideal user-experience continued on the products page, where we added hot links to areas of major interest for the audience: nutrition facts, product description, allergens, where to buy and recipes associated with that particular product. We also added filters to the recipes page, which allows Kunzler fans to search recipes by product, an added convenience. Along with this, we optimized the site for search and created an integrated Where-To-Buy map.

  • Social Media Overhaul

    Customers want nutritional information, recipe ideas, and to find out where they can buy Kunzler products. With this knowledge, we enhanced recipes and added sharing capabilities. Because the food retail industry’s distribution model doesn’t allow brands to control which exact products are sent to which exact stores, we created a unique, integrated map that shows all stores that carry Kunzler products and expanded the Products Page, giving avid fans a great place to start their search.

The proof is in the results.

Within just one month of launch and a promotional campaign to market the new site, we eliminated 3,039 crawl errors from the old site, ensuring the new site’s content is being indexed by Google. Page views increased by 89%, sessions are up 85% and users are up 82%, indicating Kunzler’s new site is reaching a whole new audience.