The Harbour Chandler

Increasing sales by
2088% from the Ground Up

The Harbour Chandler is a Nanaimo based marine and fishing megastore. With an experienced staff and well over 10,000 different products shipping worldwide they are truly one of the most unique retail stores on Vancouver Island.

About This Project

The team at The Harbour Chandler was using Yellow Pages as their website developer and maintainer. This platform wasn’t showcasing all their products, lacked unique style, customizability, couldn’t keep up with their growth and the maintenance costs were very high.

Alpha Strategy was up to the task to give overhaul the site into a dynamic and efficient e-commerce store that can grow as they grow, showcase their brand identity and complement a digital marketing strategy for optimal sales.


The Challenges

  • The previous website was built years prior and lacked a contemporary feel
  • Competitors were updating websites
  • Website lacked customizability
  • Functionality on the previous CMS platform prohibited the company from adding necessary features
  • Yellow Pages charged a steep monthly fee to update and maintain the website
  • Creating a seamless brand identity from the website through to social media and digital advertising
  • Sourcing over 1,000 products online due to a lack of quality product images

Technical Spec

Website Development – due to the size of this store and the number of products they carry, developing the new e-commerce site and inputting all the thousands of products was a vast undertaking. Products were also re-categorized at this time, to create an easily navigable experience for the online shopper. The new search engine optimized site also features premium security and backups.

Digital Marketing – we developed highly effective pay-per-click advertising campaigns that we run ongoing across Facebook, Instagram and Google. Results from these campaigns have been enormously successful.

We also created a new layout for their popular fishing report on MailChimp and set up email retention for custom content marketing initiatives like fishing guides, and how-tos.

How We Made a difference

The Harbour Chandler was averaging $40,000 annually in revenue before we came on board. They are now forecasting $850,000 in revenue for 2020.

Now that the website is futureproofed, it will no longer restrict or limit business as they grow. Additional security and backups also give the Harbour Chandler more peace of mind and monthly maintenance costs are down.

Dynamic and active social media is helping to develop a recognizable and trustworthy brand while driving more traffic to the new website. Customers are also now notified when a new fishing report has been published by email and are directed back to the website to view it.

Other email marketing and PPC campaigns have been designed to assist and add value to people’s real-life outdoor experiences. All of this focus on digital marketing is paying off, with a steady and significant increase in conversions from followers and visitors to loyal and happy customers.

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