Lobster Place Wholesale
The Lobster Place is a family-owned sustainable seafood company headquartered in the Chelsea Market and The Bronx.
The homepage of the new website leads with a large photo of fresh seafood being packed into ice in their Bronx warehouse.
The Lobster Place is a New York institution. They supply seafood to some of the city's best restaurants, and their Chelsea Market location is a tourist destination. While their team was redesigning their restaurant and retail websites, we took a fresh look at the wholesale site. They needed a better tool for chefs, purchasers, and caterers — audiences that are very busy and not tech-savvy.
The Lobster Place brought us on for our strategic communications and content production services. We helped them plan, write, and build a brand-new website for their wholesale business.
We started with a strategy workshop focused on understanding their audiences, and how they consume information. What's right for a tourist looking for a lobster roll is not right for a chef at a Michelin-star restaurant. We also looked at competitors. Wholesale food distributors are notoriously old-school like their clients, so we saw a lot of opportunity.
Based on our collaboration, we made recommendations on the site structure, content, and features. We then created wireframes to visualize those elements. While we wrote the content, we also helped their team get up and running with a developer.
The new site prioritizes the information their current and prospective customers need to know. There's clear information about the sales and ordering process, and where and when deliveries happen. We also helped conceive of an interactive product inventory feature. Using a simple table, we gave users the power to sort and filter products and find sustainable options.
The new Wholesale homepage
the old wholesale homepage
SERVICESCompetitive analysis
Collaborative workshop
User personas
Information architecture
Site requirements
Content strategy
Copywriting
Digital accessibility
Project management