WEBSITE REDESIGN, SEO, COPY, MARKETING
Weiner’s B2B Wholesale Website
Weiner’s is a family-owned and operated business based in Madison, Wisconsin, with more than 30 years of experience. What began as a local supplier of travel-size products for hotels has grown into a trusted nationwide wholesale supplier.
As more B2B purchasing shifted online, Weiner’s partnered with Functionaire to elevate its ecommerce presence—strengthening brand identity, improving user experience, and supporting long-term growth. The site is built on Shopify, and our team worked closely with the CEO, COO, and a third-party Shopify developer to align on strategy, define growth KPIs, and guide execution across the project.
SEO
We developed a tailored keyword strategy to align with both wholesale and consumer search intent. By enriching on-site copy and optimizing metadata and schema, we improved visibility across both traditional search (SEO) and generative search experiences (GEO). Intent-driven keywords were mapped to segmented landing pages, enabling the site to speak to both “shoppers” and “procurement officers.” This approach increased relevance, drove qualified traffic, and reduced bounce rates across key entry points—while positioning the brands to perform in both search engine results and AI-generated responses. We were able to grow revenue by 25% YoY by driving more qualified traffic sessions with higher conversion rates.
Business Insights
We introduced a structured monthly business reporting process for leadership, providing clear visibility into performance and growth trends. This included defining core KPIs, building reporting frameworks, and leading monthly business reviews to surface MoM and YoY insights. The result is a more proactive, data-informed approach to decision-making—enabling the team to track progress, adjust strategy, and continuously optimize for growth.
CONTRIBUTIONS
Strategy
UX Design
UI Design
Branding
Copy
SEO Optimization
Monthly Business Reporting
Marketing: social, email channel, LinkedIn
INDUSTRY
Retail
Wholesale
Ecommerce
Shopify
UX/UI
We redesigned the website end-to-end, including the homepage, product listing pages, product detail pages, and cart experience. To better serve distinct customer segments, we introduced industry-specific landing pages with tailored messaging and curated product groupings. We also created a brand index to help wholesale buyers efficiently navigate the site’s extensive catalog.
For B2B users with complex purchasing needs, we enhanced key functionality across the experience. Product detail pages were optimized for bulk ordering with improved quantity selection and clearer pricing structures.
We refined filtering and sorting to support highly specific product requirements, making it easier for customers to quickly find exactly what they need. We also streamlined the cart experience to support large, multi-item orders—introducing tools that make it easier to review, edit, and manage carts with dozens (or even hundreds) of items.
Content strategy played a key role throughout—clarifying value propositions, improving product storytelling, and ensuring consistency in voice and tone across the experience.
Branding
Functionaire worked with Weiner’s and its B2C sister company, All Travel Sizes, to develop cohesive brand identities that would resonate with wholesale and consumer markets. Our goal was to create a unified brand family—one that feels connected while serving distinct markets. By incorporating stylized “W” and “A” letterforms and a consistent color palette, we established a clear visual relationship between the two brands. The result is a refreshed identity system that reflects their shared mission to elevate hospitality—balancing a sense of trust, warmth, and deep experience.
“Boy did we level up the team, the branding, the execution! Record sales in the first month of the new website launch.”
— Kevin Possell, General Manager, Weiner’s LTD
Marketing
We established a cohesive brand foundation with updated identity, messaging, and tone. On social, we elevated Instagram and Facebook with a more consistent cadence and stronger creative to drive engagement and support paid efforts. Email performance improved through enhanced deliverability, segmentation, and more compelling content. We also rebuilt automated flows using conditional logic and launched lifecycle journeys tied to key customer events—driving both engagement and conversion.
