Teaming Up with a Louisville Institution
Right around the time a certain whiskered colonel was serving up buckets of fried fowl to the locals, another man was plotting to bring kale to the masses. With roots stretching back to the 1890s, Paul’s Fruit Market has kept Louisville bellies happy and healthy for almost as long as the city has been bettin’ on the ponies. Here’s how we brought the Paul's Fruit brand out of the 20th century and created a custom e-commerce and back office solution to ensure they're prepared for the 21st.
Taking the Orchard Online
When it came to creating a strong brand, Paul’s Fruit was ripe for the picking. All the ingredients were there: Great story. Great products. Great locations. The only thing missing was a way to engage and interact with customers online. It didn’t help that many of the brand’s visual assets had seen one too many seasons.
We started by giving Paul’s Fruit an updated logo and brand guide to set the course for their blooming aspirations. Once we sowed the seeds of their new brand identity, it was time to grow it online.
Harvesting Sales on the Web
When we began working with Paul’s, there was no integration between their website and POS system. They had reached out to several potential development partners to try to fix the problem, but most said it couldn't be done. Our team was happy to answer the call and work with Paul’s to build a robust, integrated e-commerce and warehouse solution that met their needs.
Paul's does such a tremendous gift basket business—much of it centered around the holiday season—so it was imperative their phone staff had an efficient, streamlined ordering process. While general site visitors go through a typical e-commerce checkout, phone staff enjoy a single-screen solution that allows them to place orders (and re-orders) at the speed of light. Account information is pre-populated at every turn, including frequent and past delivery addresses, and they can apply different payment options like purchase orders and invoices. We also aggregated three separate solutions for warehouse staff (pick-and-pack instructions, shipping labels and custom greeting cards) into a single, easily printed form.
A Neighborhood Market Goes National
Now, not only can customers order Paul’s nationally known gift baskets online, they can do so with ease and a multitude of options no matter where they live. And—just like the baskets themselves—the increases in sales have been extremely tasty.