Case study · Retail and e-commerce
From a stagnant retail presence to explosive digital growth.
A success story built on The Bowrand Method. Barbecues Galore went from being overshadowed online by national retailers to outpacing them.
The results
+98%
increase in online sales+195%
growth in online reach#1
for “barbecues Canada”1,000+
website clicks per dayCompany background and market landscape
A strong local brand, overshadowed online.
Barbecues Galore had strong brand recognition locally, but online it was overshadowed by larger national retailers and aggressive e-commerce competitors. With demand shifting toward online purchasing for high-ticket outdoor products, its digital performance and brand clarity were no longer aligned with market expectations.
- Industry: outdoor living, BBQ retail, grills and backyard entertainment
- Market: a highly competitive North American retail segment dominated by both big-box chains and specialized e-commerce brands
- Challenge: competing on product alone was no longer enough. Consumers expected immersive brand experiences, expert guidance and digital convenience
The growth challenges
Three problems holding the brand back.
Outdated brand positioning
Internal frustration: “We sell premium backyard experiences, but our brand looked like every other BBQ store.” External symptoms:
- Inconsistent messaging across communities
- Inconsistent visuals and tone across channels
- Lack of emotional connection with customers upgrading their outdoor spaces
Underperforming website and digital experience
Internal frustration: “Customers were browsing, but not buying. The website wasn't helping them make a confident purchase.” External symptoms:
- Low conversion rates
- Poor mobile usability
- Confusing navigation for shoppers comparing grills, accessories and outdoor kitchens
Weak online visibility
Internal frustration: “We had the product selection and expertise, but online we were invisible.” External symptoms:
- High competition from e-commerce giants
- Weak organic rankings for key product categories
- Limited online engagement and brand reach
The Bowrand Method · Phase 1
Diagnostic deep dive.
Every engagement starts with a diagnosis. For Barbecues Galore, that meant looking at the whole business online before changing anything.
- Comprehensive audit of branding, website usability and the digital sales funnel
- Full SEO and content analysis across high-value product categories
- Competitor mapping: big-box retailers, specialist BBQ brands and online-only competitors
- Identification of 17 bottlenecks blocking visibility, conversions and brand strength
The Bowrand Method · Phase 2
Precision solutions.
Brand strategy and repositioning
We repositioned Barbecues Galore from a grill retailer to a premium outdoor living brand, with new strategic pillars.
- Expertise-first brand narrative
- Emotional positioning around “backyard lifestyle” and family connection
- Cohesive visual identity aligned across web, social and retail touchpoints
Complete website rebuild
A full UX redesign transformed the site into a high-converting retail platform.
- Simplified product discovery and comparison
- Optimized product pages with clearer specs, benefits and reviews
- Faster mobile performance and a cleaner checkout experience
- Content-driven shopping: recipes, how-to guides and outdoor kitchen inspiration
Growth marketing strategy
To accelerate customer acquisition, we built a unified digital engine.
- Local SEO and national SEO for high-demand grill categories
- Performance campaigns targeting backyard renovators and grill enthusiasts
- Content strategy to reinforce expertise and trust
- Social storytelling around experiences, not just products
Trust and authority engine
We gave shoppers more reasons to believe in the brand before they buy.
- Introduced expert video reviews
- Built educational content for new grill buyers
- Improved community engagement around BBQ culture
The work
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The rebuilt e-commerce site, designed for confident purchases.
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Faster mobile performance and simpler product discovery.
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Performance creative for high-demand grill categories.
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Everyday-value creative for accessories and fuel.
Results: from retail plateau to digital acceleration.
+98%
increase in online sales, driven by enhanced user experience, SEO and optimized paid campaigns+195%
growth in online reach, significantly improving brand visibility against national competitors229%
increase in traffic in 3 months350%
increase in local search visibility68%
more in-store visits driven by organic discoveryBeyond the numbers
A brand that looks as premium as it sells.
Brand elevation
Clear, premium positioning in a crowded market, stronger customer engagement across all channels and higher perceived value against standard retail competitors.
Business impact
More qualified traffic, higher conversion rates and stronger cross-category sales, from grills to accessories to outdoor kitchens.
Grow your success with Bowrand
Your dedicated marketing department.
Whether you're looking to accelerate growth with a powerful marketing strategy or need a complete brand and digital transformation, Bowrand becomes your dedicated marketing department: strategic, data-driven and fully aligned with your business goals.
Our team of senior strategists, designers, developers and marketing experts works as an extension of your company, building scalable systems that drive measurable growth, strengthen your brand and position you as the leader in your industry.
Let's build your next stage of growth together.
Replies within 1 business day
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- A strategist reviews your business before we talk.
- You get honest recommendations, even if we are not the right fit.
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Services
What we did
- Brand & creative Branding Strategy, identity and brand systems
- Websites & apps Website design Conversion-first sites, built to rank
- Search & AI visibility E-commerce SEO Category and product pages that rank and sell
- Search & AI visibility Local SEO Own the map pack in every market you serve
- Paid media Digital advertising Full-funnel paid media across channels
- Social & content Content marketing Articles, guides and campaigns that rank
- Social & content Social media marketing Always-on content and community
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Numbers from real engagements. Client names shared with permission.
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