Online sales grew 900% from year two to year three. It started as a website redesign.
My work with Offshore started when they had one coffee shop and a WordPress site that couldn't handle what they needed. The redesign turned into working with them through four new Jersey Shore locations, a wholesale program supplying cafes and restaurants throughout the region, a rebrand, and new online product lines.
I built a Shopify store serving three customer segments — retail, wholesale, and cafe visitors — each with different needs: subscriptions, grind options, account management, location information, and online ordering.
Three pathways, not one
Offshore's customers want different things. Online shoppers are buying beans. Locals are finding their nearest cafe. Food customers are ordering ahead. The navigation was designed around those three pathways: shop coffee beans, find locations, order food. Each path stays clean without burying the others.
The product taxonomy had to expand from beans and subscriptions to merchandise, cold brew concentrate, matcha kits, wholesale inquiry forms, and partnership information. Each launch required coordination with marketing, the content team, their coffee experts, and technical implementation — monthly specials, seasonal homepage takeovers, new product templates, QR codes for coffee guides printed on each product.
Training
The site processes were documented so the team could maintain product updates and seasonal campaigns without my intervention. They focus on decisions — what to launch, what to prioritize, what to cut.
900% online sales growth from year two to year three.
