Fine Food Specialist (FFS) is a leading UK-based online retailer, renowned for its gourmet ingredients and chef-led recipes. As a long-term client of Williams Commerce, FFS has consistently invested in digital transformation to stay ahead in a competitive market. Their journey demonstrates how the right eCommerce platform, paired with expert support, can unlock new phases of growth.
Back in 2018, FFS partnered with Williams Commerce to launch a new Magento 2 website. The results were outstanding:
This digital transformation didn’t just boost the bottom line, it also earned industry recognition, winning the Best Digital Marketing Campaign B2C at the 2019 Direct Commerce Awards. The Magento 2 launch set a new benchmark for what FFS could achieve online.
Discover how the Williams Commerce Digital Marketing team worked with Fine Food Specialists to win the Direct Commerce Awards Best Digital Marketing Campaign for B2C in 2019. Read the full case study.
After the pandemic, FFS faced new challenges. Online growth slowed, customer acquisition costs rose, and the Magento 2 platform, while robust, was no longer delivering the conversion rates or flexibility needed for a fast-moving, seasonal food business. With over 1,200 products, complex shipping requirements, and a hands-on team led by Michelin-trained chef Drogo, FFS needed a platform that could support both operational agility and marketing innovation.
Williams Commerce recommended a strategic migration to Shopify, aiming to:
Seamless Data Migration: All products, customer data, and order history were migrated with minimal disruption, thanks to FFS’s strong data hygiene.
Complex Shipping, Simplified: Our team worked closely with FFS to configure a detailed shipping matrix natively in Shopify, ultimately reducing shipping costs compared to previous solutions.
Enhanced Merchandising: Shopify’s flexible collections and tagging system now allow FFS to quickly promote seasonal items (like Blood Oranges) and manage over 1,200 SKUs with ease.
Recipe Content & Upsell: Recipes and blogs, including “Drogo’s Kitchen,” were migrated and enhanced using the Recipe Kit app, enabling seamless product upsell within content.
Integrated Search & Recommendations: Klevu powers advanced search, combining products, blogs, and recipes, with recommendations being added for further personalisation. With Klevu’s enhanced search, customers can just start typing what they’re looking for, whether it’s a product, a recipe, or a blog and instantly see the most relevant results pop up. It feels effortless and intuitive, making it easy for shoppers to discover new ingredients or get inspired by chef Drogo’s latest creations. This smarter search means less time hunting and more time enjoying what Fine Food Specialist has to offer.
Marketing Stack: Klaviyo for email marketing and Feefo for reviews were integrated, supporting ongoing customer engagement and trust signals.
Just-in-Time Ordering: Product pages feature countdown timers for next-day shipping, driving urgency and improving the customer experience.
Hands-On Flexibility: Shopify’s user-friendly admin empowers Drogo and the FFS team to make real-time updates, launch promotions, and manage content independently.
Each time Fine Food Specialist has invested in its eCommerce platform with Williams Commerce, the business has gone on to achieve new levels of growth and innovation. The Magento 2 launch in 2018 set a high bar, and the recent Shopify migration, whilst it’s very early days, the trajectory for growth is already underway. This pattern of strategic investment and partnership continues to drive FFS’s success.
As FFS marks its 15th anniversary, the move to Shopify positions them for the next phase of growth, delivering gourmet excellence to food lovers across the UK, powered by a platform built for modern eCommerce.
Williams Commerce is proud to support Fine Food Specialist’s journey, providing ongoing marketing expertise and technical partnership every step of the way.
Thinking about migrating to Shopify? Williams Commerce is the trusted agency and Shopify Plus partner for seamless, cost-effective Shopify migrations. With extensive multi-platform eCommerce experience across diverse sectors, and proven expertise in integration and migration without disruption, our team can deliver your Shopify migration in under 12 weeks or less.
Contact us today at 0116 326 1116 or email [email protected] to book your expert consultation.
2016
Food & Beverage
“Fine Food Specialist’s journey is a fantastic example of how strategic investment in eCommerce platforms drives real business growth. Every time FFS has embraced change, first with Magento 1 and then Magento 2 and now with Shopify, they’ve unlocked new opportunities and set higher standards for customer experience. Drogo is a true inspiration, not just for his expertise in fine food, but for his willingness to push boundaries and invest wisely in the future of his business. He’s never afraid to embrace change or challenge the status quo, and that mindset has kept Fine Food Specialist ahead of the curve in both the food sector and eCommerce. It’s a privilege to work alongside a founder who leads with such vision and commitment.”
Robert Williams
CEO, Williams Commerce
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The Creative Mill
64 Mansfield Street
Leicester
United Kingdom
LE1 3DL
+44 116 326 1116
Commercial Quay
84 Commercial Street
Leith
Edinburgh
EH6 6LX
7th Floor
666 3rd Ave.
New York
United States
NY 10017
Level 17
31 Queen Street
Melbourne
VIC 3000
+61 03 8652 1590
Iconic Corenthum Building,
Tower C, 3rd Floor,
Sector 62,
Noida UP 201301
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