Case study
Crafting a Smarter, Sleeker Online Store on Shopify Plus.
Maggie Beer Holdings has built a legacy around quality ingredients, rich flavours, and the joy of sharing good food. As their brand flourished, their digital storefront needed to evolve to match their ambition. Their existing platform limited their ability to tell their story, connect with their community, and provide a seamless customer experience. MindArc helped Maggie Beer craft a digital experience as authentic and inviting as their products. By migrating their site to Shopify Plus, we ensured that Maggie Beer’s online presence would be as vibrant and engaging as the brand itself.
47%
33%
46%
Increase in traffic.
Increased transactions.
Increase in add-to-cart on mobile.
01 The challenge
Even the most well-loved brands can outgrow their digital foundations. For Maggie Beer, a few pressing issues were getting in the way of a truly seamless online experience:
A Rigid, Outdated Platform
The existing website wasn’t built for flexibility, making it difficult to highlight new products and seasonal collections.
A Clunky Search Function
Customers struggled to find their favourite gourmet products or Maggie’s extensive recipe collection with ease.
Scattered Customer Data
Without a unified view of their audience, delivering personalised experiences was a challenge.
Inefficient Shipping Processes
Delivery needed to be streamlined to ensure gourmet products reached customers without delay.
Managing a Recipe Archive
An SEO review revealed that the majority of organic traffic was driven by a handful of recipe pages. However, with over 700 recipes, maintaining, updating, and optimising them for search engines was cumbersome. A structured, scalable solution was needed to preserve and enhance this valuable content.
Multiple brand websites in need of streamlined site management
Maggie Beer Holdings managed multiple brand websites—Maggie Beer, Hamper Emporium, and Gifts Australia—which required a more efficient approach to site management. Ensuring brand consistency across these distinct brands while maintaining unique visual identities was a challenge. The team needed a solution that would streamline updates, reduce development costs, and make managing themes across their websites more efficient.
Rather than simply migrating the site, we sought to transform Maggie Beer’s digital presence into an intuitive, scalable, and SEO-friendly experience. MindArc’s custom ArcTheme provided a flexible, high-performance foundation, while our deep-dive audit of customer behaviour helped shape the most impactful changes.
A key component of this transformation was the development of a flexible design framework that balanced consistency with individuality across the three Maggie Beer Holdings brands: Maggie Beer, Hamper Emporium, and Gifts Australia. By creating a core theme with interchangeable components, we enabled seamless customisation for each site while maintaining a cohesive brand experience.
This approach significantly improved efficiency, allowing the team to manage unique branded experiences across all three websites while easily implementing new front-end functionality. To further streamline operations, we developed a set of reusable design templates that not only ensured visual consistency but also reduced development time and costs. These templates provided a scalable solution, allowing for seamless updates without compromising the distinct identity of each brand, ultimately enhancing the overall customer experience.
One important area of focus was the recipe archive—understanding its role in driving organic traffic and ensuring its seamless integration into the new platform. By leveraging Shopify’s latest features, we structured a solution that would enhance search visibility, reduce admin overhead, and organically link recipes back to the shop for a richer customer experience.
02 Our approach
To bring this vision to life, we focused on key innovations that streamlined operations, enhanced the customer experience, and maximised SEO impact.
Custom Design Templates for Multi-Site Consistency
To implement this transformation, we designed and developed a core theme with interchangeable components that provided flexibility across the three Maggie Beer Holdings brand websites. By creating a reusable design framework, we ensured that each site retained its unique brand identity while benefiting from a streamlined structure that made updates more efficient and cost-effective.
In addition to enhancing brand consistency, we introduced custom reusable design templates that simplified site management and reduced development efforts. These templates allowed for seamless updates across all three websites while preserving their distinct visual appeal. Each site received a refreshed look that aligned with its respective branding, but with a consistent layout and functionality that improved user experience and operational efficiency. This approach empowered the Maggie Beer Holdings team to manage their digital presence more effectively, ensuring a cohesive yet adaptable online experience for their customers.
Migrating to Shopify Plus
MindArc executed a smooth and efficient Shopify Plus migration , providing Maggie Beer with a scalable, high-performance eCommerce platform that could evolve alongside their brand.
Enhancing Search & Navigation
To improve discoverability, we integrated Searchspring, enabling customers to easily find products and recipes through intuitive search and filtering.
Unifying Customer Insights
We implemented Lexer, consolidating customer data into a single, centralised platform. This allowed for better segmentation and more personalised shopping experiences.
Optimising Shipping & Fulfilment
With Machship, we streamlined logistics, ensuring faster and more reliable delivery for gourmet products.
Creating Personalised Marketing Journeys
Using Braze, we developed targeted marketing campaigns that engaged customers at the right time with the right messaging.
Using Social Proof to Bolster Greater Trust in Brand
We leveraged Yotpo’s in-mail review requests and customisable onsite widgets to build trust and confidence in future customers’ purchases. To maintain a consistent, premium look, we collaborated closely with Yotpo to tailor the UI, ensuring seamless alignment with the overall site design.
Meta Objects as the Foundation for Recipe Management
Shopify’s Meta Objects as Pages feature provided the perfect solution. Rather than treating recipes as static blog posts, we restructured them into dynamic, SEO-optimised pages powered by meta objects, ensuring a scalable and structured approach.
How We Structured the Meta Objects:
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We designed a robust meta object framework that included all essential data fields—ingredients, cooking steps, images, dietary tags, and SEO metadata.
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Once the framework was finalised, we bulk-imported all 600+ recipes, ensuring consistency and minimising manual work.
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This structured approach meant Maggie Beer’s team could easily update, manage, and add new recipes without the need for developer support.
SEO & User Experience:
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Recipes were individually optimised with custom meta descriptions, page titles, and URL handles, improving search visibility.
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Each recipe page organically linked back to relevant products, seamlessly integrating content with commerce.
03 Actions taken
04 The result
Maggie Beer’s new digital presence is a true reflection of the brand’s philosophy—celebrating quality ingredients, rich flavours, and the joy of sharing good food. The refreshed site delivers a more visually engaging and intuitive shopping experience, with faster, smarter search functionality that makes it easier for customers to find what they need. Stronger personalisation, powered by data-driven marketing, enhances customer engagement, while a streamlined backend simplifies content management.
The reduced admin overhead thanks to the new meta objects has allowed the team to focus on content strategy rather than time-consuming manual updates. By implementing a scalable recipe management system that reduces manual effort while driving organic traffic, we optimised content operations and improved efficiency. Enhanced SEO visibility has also brought more food lovers to the site, expanding Maggie Beer’s audience and deepening engagement. By leveraging meta objects, we transformed the recipe archive into a dynamic, SEO-friendly asset—boosting discoverability, simplifying management, and naturally linking recipes back to products to enrich the shopping experience.
MindArc’s expertise in eCommerce design played a pivotal role in ensuring that the digital experience felt seamless, inviting, and true to the Maggie Beer brand. With intuitive design templates supporting multiple sites, flexible content management, and visually appealing layouts, we created a foundation that not only looks beautiful but functions effortlessly.
Here are some of the results they saw:
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Business Growth – More traffic (+47%) and increased transactions (+33.1%) year-on-year indicate overall success.
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Higher Engagement on Mobile – More mobile users adding items to cart (+46%) and completing purchases (+29%) year-on-year.
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With this transformation, Maggie Beer Holdings now has a digital presence that truly supports its legacy, allowing the brand to connect with its community in a meaningful way. As we continue to monitor performance, we look forward to seeing the lasting impact of these enhancements unfold.
Maggie Beer’s journey to a revitalised digital presence is a testament to the power of thoughtful eCommerce transformation. By streamlining operations, reducing manual effort, and implementing reusable design templates across multiple sites, we’ve made content management faster and more scalable. The introduction of Shopify’s Meta Objects as Pages has completely transformed how recipes and content pages are structured, turning a once time-consuming process into a seamless system that enhances both user experience and SEO.
With an intuitive, high-performance platform now in place, Maggie Beer Holdings can focus on what they do best—sharing quality ingredients and rich flavours with their community. Their new Shopify Plus site is designed to scale with their business, ensuring they can continue to engage customers with compelling content and seamless shopping experiences for years to come.
05 Conclusion
Usman Kapadia
Head of Digital Marketing
Unser Ansatz für digitales Marketing besteht darin, die richtige, auf Ihre Marke zugeschnittene Strategie zu entwickeln, damit wir Ihnen helfen können, Ihre Ziele zu erreichen!
Usman Kapadia
Head of Digital Marketing
Unser Ansatz für digitales Marketing besteht darin, die richtige, auf Ihre Marke zugeschnittene Strategie zu entwickeln, damit wir Ihnen helfen können, Ihre Ziele zu erreichen!
Usman Kapadia
Head of Digital Marketing
Unser Ansatz für digitales Marketing besteht darin, die richtige, auf Ihre Marke zugeschnittene Strategie zu entwickeln, damit wir Ihnen helfen können, Ihre Ziele zu erreichen!
Usman Kapadia
Head of Digital Marketing
Unser Ansatz für digitales Marketing besteht darin, die richtige, auf Ihre Marke zugeschnittene Strategie zu entwickeln, damit wir Ihnen helfen können, Ihre Ziele zu erreichen!
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