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Hospitality
We understand that your business is about serving your customers, and we believe the right web presence can complement and extend the work you do every day. Our usability experts work with you to understand particular usage patterns for all types of users, so we can create paths that quickly bring them to the content they need.
We understand that your business is about serving your customers, and we believe the right web presence can complement and extend the work you do every day. Our usability experts work with you to understand particular usage patterns for all types of users, so we can create paths that quickly bring them to the content they need.
Legal Sea Foods makes a splash with redesigned website.
GetfusedCMS platform provides technology for smooth, fast upgrade
GetfusedCMS platform provides technology for smooth, fast upgrade
Legal Sea Foods Mail Order Makes A Splash.
July 01, 2008 - Overview
Legal Sea Foods has long been considered one of the finest seafood restaurants in the eastern U.S. The company had a successful mail order catalog business, but wanted to enhance revenue and broaden its customer base by making it easy and enjoyable for people to buy Legal Sea Foods products over the web.
Traditional mailing limitations
Legal had been mailing printed catalogs and fulfilling orders via phone. Much of the company’s business occurred in December, when they had to staff up a call center for the overflow. “We were leaving money on the table because we didn’t have the technology needed to allow convenient online ordering,” said Lisa Landry, Mail Order Operations Manager, Legal Sea Foods.
After deciding to hire a company that could create an online ordering system, Legal Sea Foods met with eight different web development and design firms. They chose Getfused. “It was a unanimous decision by all 10 people on our selection team. Not only did Getfused have cutting-edge technology, they seemed to have the integrity, expertise and insights needed to bring us to the next level and beyond,” Landry noted.
Engaging with Getfused
Getfused began the engagement in the summer of 2004 by analyzing the Legal Sea Foods mail order business and exploring different ways to complement and optimize their results using the web, while also enabling a personalized shopping experience for visitors. For instance, Getfused examined a rudimentary online ordering system that Legal Sea Foods had been using, and saw that the 13 pages required for placing an order often drove visitors to abandon their shopping carts and leave the web site.
Getfused prepared a well-documented project scope that outlined the objectives, results and costs, and “they stuck to it,” according to Landry.
As part of the project, Getfused recommended suggestive selling tools that ultimately enabled Legal to increase the average online order value. They also built a system that tracks order history, and automatically sends promotional emails to customers who haven’t purchased lately, helping Legal Sea Foods to take a more proactive approach with customers. And, Getfused worked with Legal’s Gift Card team to make gift cards, which previously were only redeemable in stores, useable online. Finally, Getfused developed a mail order search engine optimization
(SEO) campaign to help drive quality, cost-effective leads to the Legal Sea Foods shopping site.
The new online shopping site went live for the holiday rush in November, 2004, and immediately began delivering impressive results.
Results Highlights
Next Steps
Legal Sea Foods is so pleased with the results of its e-shopping site that it is working with Getfused to create a web-based order entry system for the phone-in-orders that is integrated with the web site. Not only will this enable new capabilities such as customized gift certificates, it will enable call center service representatives to enter orders from remote locations, providing them with much more flexibility, and will have pop-up dialogue boxes that guide the reps, making training much easier particularly during high-volume holiday seasons.
“Getfused has terrific technology and marketing skills, and incredible insights into how to leverage the web to drive revenue. Through their mentoring, I’ve become much more knowledgeable about e-commerce intricacies and confident about how to optimize our business while attracting loyal, happy customers,” Landry concluded.
Legal Sea Foods has long been considered one of the finest seafood restaurants in the eastern U.S. The company had a successful mail order catalog business, but wanted to enhance revenue and broaden its customer base by making it easy and enjoyable for people to buy Legal Sea Foods products over the web.
Traditional mailing limitations
Legal had been mailing printed catalogs and fulfilling orders via phone. Much of the company’s business occurred in December, when they had to staff up a call center for the overflow. “We were leaving money on the table because we didn’t have the technology needed to allow convenient online ordering,” said Lisa Landry, Mail Order Operations Manager, Legal Sea Foods.
After deciding to hire a company that could create an online ordering system, Legal Sea Foods met with eight different web development and design firms. They chose Getfused. “It was a unanimous decision by all 10 people on our selection team. Not only did Getfused have cutting-edge technology, they seemed to have the integrity, expertise and insights needed to bring us to the next level and beyond,” Landry noted.
Engaging with Getfused
Getfused began the engagement in the summer of 2004 by analyzing the Legal Sea Foods mail order business and exploring different ways to complement and optimize their results using the web, while also enabling a personalized shopping experience for visitors. For instance, Getfused examined a rudimentary online ordering system that Legal Sea Foods had been using, and saw that the 13 pages required for placing an order often drove visitors to abandon their shopping carts and leave the web site.
Getfused prepared a well-documented project scope that outlined the objectives, results and costs, and “they stuck to it,” according to Landry.
As part of the project, Getfused recommended suggestive selling tools that ultimately enabled Legal to increase the average online order value. They also built a system that tracks order history, and automatically sends promotional emails to customers who haven’t purchased lately, helping Legal Sea Foods to take a more proactive approach with customers. And, Getfused worked with Legal’s Gift Card team to make gift cards, which previously were only redeemable in stores, useable online. Finally, Getfused developed a mail order search engine optimization
(SEO) campaign to help drive quality, cost-effective leads to the Legal Sea Foods shopping site.
The new online shopping site went live for the holiday rush in November, 2004, and immediately began delivering impressive results.
Results Highlights
- Increased brand recognition, and sales, beyond the eastern seaboard to the entire U.S.
- Online sales increased by 50% in the first holiday season, and doubled to 100% growth the following year.
- Legal Sea Foods expects gift card sales to more than triple in 2008.
- Through the SEO campaign, Legal Sea Foods was able to reduce their paid submissions, lowering cost per lead from $17/lead to under $1/lead, while growing SEO attributed sales more than 60%.
- In 2007, online sales eclipsed catalog sales, which also have continued to grow.
Next Steps
Legal Sea Foods is so pleased with the results of its e-shopping site that it is working with Getfused to create a web-based order entry system for the phone-in-orders that is integrated with the web site. Not only will this enable new capabilities such as customized gift certificates, it will enable call center service representatives to enter orders from remote locations, providing them with much more flexibility, and will have pop-up dialogue boxes that guide the reps, making training much easier particularly during high-volume holiday seasons.
“Getfused has terrific technology and marketing skills, and incredible insights into how to leverage the web to drive revenue. Through their mentoring, I’ve become much more knowledgeable about e-commerce intricacies and confident about how to optimize our business while attracting loyal, happy customers,” Landry concluded.
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