Overview
Most retail pages tell shoppers what to buy. This Starbucks brand store on walmart.ca taught them how to choose. I designed, built, and wrote the content strategy for a shopping experience centered on Starbucks' roast blends — using educational pairing content to guide purchase decisions and reduce the choice paralysis that comes with a broad coffee catalog.
The Brief
Starbucks' lineup of roast blends can be overwhelming for a casual coffee shopper. The brief called for a brand store that felt like a Starbucks experience — warm, knowledgeable, and guided — while still functioning as a high-conversion retail page within walmart.ca's platform.
The Approach
Rather than leading with product listings, I collaborated with our marketing team to structure the experience around the roast blends themselves — developing content that explained the character of each blend and which snacks paired best with it. This gave shoppers a reason to engage with the page beyond browsing, and a clearer path to a purchase that felt right for them. Product filters gave shoppers additional ways to navigate the catalog once the content had oriented them.
Key Features
— Content-led purchase journey
— roast blend profiles and snack pairing recommendations developed collaboratively with the marketing team, positioned before product listings to orient shoppers before they browsed
Campaign Support
The experience was supported by run-of-site placements, native traffic drivers, and social media ads driving qualified traffic to the brand store.
Results
Writing and structuring that content collaboratively, in the client's voice, added a content strategy dimension to what could otherwise have been a purely executional project.
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