Wyman’s, a leader in the U.S. blueberry market, has been a household name for more than a century, but only recently dipped into the waters of DTC commerce.
Wyman’s came to us with a fractured digital footprint and dreams of something better fitting the quality and legacy of the brand: a site that served their grocery customers, cemented their authority in the frozen fruit space, and importantly, opened up the brand to new, direct-to-consumer spaces.
We worked with the Wyman’s team to build out a new Shopify Plus site, full of rich content with specific functionality around subscription and loyalty programs for their increasingly online customer base.
Working with existing brand elements and marrying them with best-in-class ecommerce UX, we were able to replatform this legacy brand in a matter of months to set them up for decades (one might even say centuries) of future growth. Wyman's is one of the Maine brands we partner with from our Portland office — learn more on our Maine Shopify agency page.
We went from essentially $0 in sales to multimillion-dollar sales very rapidly, and we're continuing to grow. We wouldn't have been able to achieve any of that without First Pier.
Patrick Carroll, VP of Innovation — Jasper Wyman & Son
The platform decision was a business model decision.
Wyman's had been a household name in the freezer aisle for more than a century, and almost no relationship with the people eating its fruit. Grocery is a superb distribution channel and a terrible information channel — the retailer owns the customer, and the brand learns how it did from a sales report months later.
Going direct was never about adding a shopping cart. It was about building the machinery a grocery brand has never needed: a subscription program, a loyalty tier, and the ability to sell to the same household again and again. That is what the platform had to carry, and it is why the answer was Shopify Plus rather than a redesign of what already existed.
The site also had to do two jobs at once — hold the brand's authority in frozen fruit for the shopper who will still buy at the store, and run a recurring-revenue business for the one who will not. Different visitors, different intentions, and building for only one of them was the failure mode.
In the client's words, it went from essentially no direct-to-consumer sales to multimillion. Replatforming is usually pitched as a technology upgrade. Here it was the precondition for a second business.
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