July 22, 2014, 1:15 PM

A snacks manufacturer rolls out a new web and social media strategy

The new site for John Wm. Macy’s CheeseSticks consolidates three former sites for its blog, recipe content and e-commerce sales, and renders content on mobile devices as well as desktop computers.

Lead Photo

John Wm. Macy’s CheeseSticks, a manufacturer of cheesy breadsticks and crackers, launched a new e-commerce site this month that combines direct sales to consumers, links to distributors, a geo-location tool to nearby stores that carry the brand, image-heavy content for products and recipes, and links to social media.

"We wanted a cleaner, more beautiful site with better navigation, greater interactivity with consumers and an easier online shopping experience," says Tim Macy, vice president. "In a nutshell, we wanted visitors to have more fun. This called for a complete rebuild, which led us to a new web host and developer, new software and a new e-commerce solution."

The site serves wholesale as well as consumer customers, with client retailers able to click into a section on distributors to directly place bulk orders on some distributors’ web sites. Other distributors only list their phone and fax numbers for taking orders.

The company, based in Elmwood Park, NJ, retained Adpartner Inc., its long-time creative agency, for the site design and Web Instinct, its new web-hosting partner, to develop the site. The new site, Cheesesticks.com, is built on the Shopify e-commerce platform and uses the open-source Concrete5 content management system. Open-source technology provides access to the software source code for modifying software features and functionality.

The new site features additional content, such as weekly stories related to dining, entertainment and lifestyle, and a new section for recipe content, including more photography and written features that suggesting pairings of John Wm. Macy’s “gourmet snack products” with wine and desserts.

The home page of Cheesesticks.com now also includes links to Twitter as well as other social media sites, including Facebook, Google+, Pinterest and YouTube.com, where visitors can click into videos of John Wm. Macy’s products and manufacturing operations.

To better connect site visitors with the manufacturer’s retail partners, Cheesesticks.com now features a Where to Buy page that uses geo-location software from Donde.io to connect site visitors with information on nearby merchants that carry John Wm. Macy’s products.

The connection to retailers is an ongoing project, Macy says. "We'll build our retailer database as we collect more information from distributors and from customer feedback," he says.

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