Overview of the Merchant and Their Business
Peas & Love's mission is to make urban agriculture accessible and fair, fostering stronger
community bonds in the process.
The project seeks to reintroduce the agricultural traditions of surrounding rural areas to
urban neighborhoods.
By doing so, it revitalizes the connection between city dwellers and the food they consume,
giving agriculture a meaningful voice in the heart of the city.
In 2020, Peas & Love sought a transformation, leading to their collaboration with our regular
partner, The Good Com.
Recognizing the synergy between our expertise and The Good Com.'s insights, they entrusted us
with the web aspect of their project.
Amidst evolving their business model and visual identity, Peas & Love required a
state-of-the-art website to reflect their new mission.
Their existing Shopify site, primitive in e-commerce functionality, needed a complete
overhaul.
Our joint endeavor with The Good Com. was aimed at crafting an online platform that would not
only embody Peas & Love's ethos but also bolster their initiatives in urban agriculture,
sustainability, and community engagement.
This case study illuminates the integral role our agency, in concert with The Good Com.,
played in actualizing Peas & Love's vision and amplifying their online presence
Project & Challenge
Throughout our collaboration with Peas & Love, the scope of challenges and objectives shifted
in response to the organization's relentlessly evolving needs and goals.
Initially, the project was centered around the development of a custom Shopify website. Each
page of this website was meticulously designed and developed by our team.
Additionally, the focus was on creating an online marketplace for organic products sourced
from their farmer partners' fields, ensuring proximity to the users' locations.
As Peas & Love's business continued to flourish, the challenges at hand began to transform. It
became essential to adapt and enhance the existing solutions while simultaneously introducing
new functionalities.
The primary aim was to centralize various aspects of their operations, including the sale of
their products online. This involved not only offering organic goods but also facilitating
subscriptions to shared vegetable gardens, allowing urban dwellers to participate in
sustainable agriculture initiatives.
Furthermore, the platform needed to accommodate reservations for specialized workshops, making
it a hub for knowledge-sharing and community engagement
This evolving project and its associated challenges reflected the multifaceted mission of Peas
& Love. They were not just selling products; they were promoting urban agriculture,
sustainability, and community-building.
Our collaboration involved creating a digital ecosystem that could effectively support and
streamline these complex objectives.
Solutions to the Challenge
Leveraging Shopify's Versatility
Our approach to addressing the evolving challenges and requirements of Peas & Love was to
continue using Shopify as the core solution. Shopify's internal interface provided a
user-friendly platform that allowed us to centralize all essential information efficiently. It
offered the ideal foundation to not only support the e-commerce aspects of Peas & Love's
operations but also to manage the various components of their mission.
Custom Design for a Unified Identity
Recognizing the need to reflect Peas & Love's new visual identity and cater to the distinct
sections of the website, we opted for a custom design. This customization allowed us to tailor
the platform to the specific needs of each segment of the site. Whether it was the online sales
section, workshop reservations, or the presentation of shared vegetable gardens with their
unique formulas and harvest plans, the custom design ensured a cohesive and visually appealing
digital representation.
Streamlining Data Access and Management
Peas & Love encountered challenges related to accessing data from different aspects of their
business, including workshops, shared gardens, and the website itself. Managing these components
through three separate interfaces proved to be impractical. To overcome this, we introduced
Airtable as a data management solution. Airtable played a pivotal role in centralizing
information from various sources and seamlessly integrating it into the Shopify interface. This
integration provided each Shopify user with a comprehensive overview of the products and
services purchased, streamlining data access and management for the Peas & Love team.
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Highlights of the Work Conducted
Design Excellence and Visual Identity
Our collaboration with Peas & Love encompassed a meticulous approach to design, leveraging
Shopify's flexibility to propose a custom design for each page. From detailed explanatory
diagrams to engaging animations, the goal was to seamlessly convey the new visual identity. Each
section on the homepage was developed with clarity in mind, offering a snapshot of how Peas &
Love's services operate. This design excellence aimed to make the platform visually appealing
and user-friendly.
Enhancing Service Clarity and Attractiveness
The versatility of Shopify allowed us to introduce personalized pages, particularly for
workshops and shared vegetable garden subscriptions. For workshops, we implemented a reservation
system with details on days, times, and limited availability. Clear pages were created to
showcase the three subscription options for shared vegetable gardens. Additionally, we
established a blog to share company news and captivating recipe pages featuring market products.
Later, we extended these services to B2B clients, enabling them to book seminar workshops and
team-building activities.
Online Sales and Market Access
In setting up the online sales space for organic food products, we followed a systematic
approach. We meticulously crafted product pages, ensuring each item was presented with
compelling visuals and detailed descriptions. The user-friendly interface allowed seamless
navigation through product categories, enabling customers to explore and purchase with ease.
Additionally, the checkout process was optimized for a hassle-free and secure transaction
experience. Although this functionality was later hidden to align with Peas & Love's evolving
business model, the initial setup significantly contributed to a positive online shopping
experience.
Smooth Migration and Improved Organization
During the transition from the old Shopify site, we ensured a seamless migration process.
Customer accounts, orders, and all relevant data were meticulously transferred to the new
platform. In addition to preserving existing functionalities, we took the opportunity to enhance
collections pages and reorganize product listings, improving overall navigation and user
experience. This migration not only safeguarded Peas & Love's historical data but also laid the
foundation for a more organized and efficient online presence.
Data Centralization for Streamlined Operations
To enhance internal operations, we addressed the challenge of scattered data by centralizing
information using Airtable. This solution proved pivotal, allowing us to consolidate data on
product sales, subscription payments, and workshop details. An application was developed to feed
this centralized data into the Shopify interface, simplifying the company's data management.
Each user gained streamlined access to the desired information, contributing to a clearer and
more efficient operational structure.
Impressive Growth in Turnover
The impact of the new online platform was immediately apparent, with the first year post-launch
witnessing a remarkable surge in turnover. The numbers reflected a substantial 115% increase in
revenue from 2020 to 2021. This tangible result highlighted the effectiveness of the
collaborative efforts between Peas & Love and our Shopify agency in redefining their digital
presence and expanding their reach.
Adaptability to Evolving Business Models
In the wake of the successful site launch, Peas & Love underwent significant business model
shifts. Notably, the decision to withdraw the online market section marked a strategic pivot.
This change reflected a deliberate shift away from online product sales, emphasizing a focus on
alternative revenue streams, such as the opening of workshops to companies and professionals.
The flexibility and adaptability of the website proved crucial in accommodating these
transformations, showcasing the resilience of the digital solution we implemented.
Challenges Met with Agility
Measuring long-term results is often intricate, especially when internal changes within a
company introduce complexities. Despite this challenge, the collaboration between Peas & Love
and our Shopify agency stands as a testament to success. Our agility in adapting the site to
each evolution in the business model demonstrated not only technical prowess but also a
commitment to the client's dynamic vision. As a result, the collaboration became a cornerstone
in the ongoing journey of Peas & Love, contributing to their mission of fostering urban
agriculture, sustainability, and community engagement.
In Summary
Our partnership with Peas & Love led to the creation of a versatile and dynamic digital
platform, mirroring the organization's evolving vision. This involved not only the intricate
design of a bespoke Shopify site but also a smooth transition and the bolstering of their
organizational framework.
The significant 115% increase in turnover in the first year is a testament to the tangible
impact of our collaborative efforts. Our ability to adapt swiftly to changes in business
models has been particularly gratifying. However, as Peas & Love faced the complexities of a
rapidly changing business environment, the path to fostering urban agriculture,
sustainability, and community engagement became increasingly challenging.
During this time, our role evolved into a more supportive capacity, helping them navigate
through an unpredictable market. Despite their forward-thinking model, Peas & Love struggled
with the demanding and intricate nature of the modern economic landscape. This critical phase
in their journey tested their resilience and determination, as they endeavored to adapt and
persevere.
Last Writings by Morgane M.
Written by Morgane M.
Customer Succes, wtb.agency - Digital / Marketing / Shopify Agency in Brussels
Morgane epitomizes what it means to be a Customer Success Specialist in a technologically
driven, customer-centric organization. Her blend of competence, friendliness,
problem-solving skills, and customer advocacy makes her an invaluable asset to wtb.agency
and its customers.
