How WIRO Helped a New-to-Market Sustainable British Charcoal Brand Launch on Shopify in Under 6 Weeks

Overview

House of Charcoal is a premium, provocative British charcoal eCommerce retailer dedicated to providing high-quality, sustainable charcoal sourced exclusively from the UK and only selling to a D2C Audience, not wholesale. Their mission extends beyond sales, aiming to educate and cultivate a community of fire-cooking enthusiasts through their Fire Academy, Club, Events and more.

WIRO was tasked with developing their eCommerce strategy, customer experience, and Shopify Plus website - shaping an online experience that ignites curiosity about their products, process and industry as a whole.

Client Objectives & Growth Goals

House of Charcoal sought to:

Launch a premium eCommerce site that aligns with their brand identity.
Educate and cultivate a community of fire-cooking enthusiasts on the importance of high-quality, sustainable charcoal.
Differentiate themselves from mass-market alternatives and justify their premium pricing.
Deliver a seamless customer experience that converts visitors into loyal customers.

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Challenges

We encountered several challenges on the project, here are the main hurdles we needed to overcome:

Budget Constraints: A tight budget and timeline for launching a comprehensive Shopify Plus website since House of Charcoal was a new brand to the market.
Compressed Timeline: Delivering a full Shopify Plus site in a fraction of the usual time.
Consumer Education: Many BBQ enthusiasts aren’t aware of the impact of different charcoals on flavour, requiring an educational approach.
Market Differentiation: Aligning efforts between multiple stakeholders, including branding and marketing agencies.

WIRO's Approach & Process

To overcome these challenges, we adopted a strategic and collaborative approach. Here’s how we tackled them:

Educational-Focused UX & Content:
‍The website incorporated a ‘Fire Academy’, an educational blog and recipe hub curated to upskill users on cooking with premium charcoal.
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Optimised Product Pages:
‍PDP was crafted to explain the benefits of different charcoal types and how they enhance specific meats, helping to justify the price point.
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Collaborative Execution:
‍Working with House of Charcoal’s branding and marketing teams, WIRO ensured a cohesive go-to-market (GTM) strategy.
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Agile Project Management:
‍Despite tight deadlines, WIRO delivered a high-performing Shopify Plus site in record time by implementing a structured project management approach.

Results

The launch of House of Charcoal’s website yielded remarkable success:

Robust Sales Launch: 1,197 orders in the first 3 months.
Strong Conversion Rate: Achieved a 6.8% conversion rate, which is a huge success for a new to market brand.
Award Recognition: Won the UK eCommerce Awards 2024 - Startup Site of the Year, solidifying the site’s success and innovation.

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How WIRO Helped a New-to-Market Sustainable British Charcoal Brand Launch on Shopify in Under 6 Weeks

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