Case Study

BBQ Generals: Shopify Growth for a Leading BBQ Retailer

Creating a More Scalable Shopping Experience Through Shopify Development, SEO, Promotions and Email Marketing

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Client BBQ Generals
Industry BBQ, Grills & Outdoor Living
Platform Shopify
Theme Warehouse
Primary Market United States

Project Overview

Creating a More Scalable Shopping Experience

BBQ Generals operates in a product-heavy industry where customers frequently shop by grill type, installation style, fuel type, brand and outdoor cooking requirement. With such a broad product range, clear navigation and merchandising became essential. The existing website needed a stronger structure capable of helping users move easily between major categories, subcategories, brands and promotional offers. The engagement began with navigation improvements and gradually expanded into wider Shopify development, SEO, promotional design, technical improvements and lifecycle marketing.

01

The Challenge

A basic navigation structure was not enough to clearly expose the full catalogue without overwhelming visitors:

  • Large Catalogue Management: Built a scalable category structure for easy product discovery.
  • Brand Visibility: Improved brand discovery across the customer journey.
  • Promotional Structure: Supported sales, clearance, seasonal, and brand-specific offers.
  • SEO Foundation: Improved keywords, content, metadata, links, and technical SEO.
  • Seasonal Campaigns: Connected campaigns across landing pages, banners, popups, emails, and brand pages.
02

Project Objectives

The project focused on several core objectives:

  • Simplify product and category discovery and create a scalable mega menu
  • Improve visibility for major BBQ brands
  • Build reusable promotional infrastructure
  • Improve on-page SEO and resolve technical SEO issues
  • Strengthen collection-page content and improve internal linking
  • Support seasonal campaigns and improve mobile merchandising
  • Connect onsite promotions with email marketing

Services Delivered

Shopify Development, SEO, Creative Design & Email Marketing

The initial requirement focused on improving website navigation and creating a more structured mega menu experience. After reviewing the store in greater detail, the project expanded into a broader eCommerce improvement initiative covering Shopify development, promotional merchandising, SEO, technical optimisation, creative design and email marketing.

NAV

Mega Menu & Navigation Restructuring

Rebuilt the navigation experience using Globo Mega Menu on a duplicate Warehouse theme, with categories organised into clearer routes for customers.

DEV

Shopify Theme Customisation & Metafields

Developed custom promotional Shopify sections, reusable campaign templates, custom collection layouts and Shopify metafields to manage promotional content and brand offers dynamically.

SEO

On-Page & Technical SEO

Implemented keyword research, meta title and description optimisation, product and collection content optimisation, internal linking and technical SEO audit via Screaming Frog.

CRO

Promotional & Brand Merchandising

Created dedicated promotional collections (Promotions, Clearance, Black Friday, Brand Offers), brand-specific offer infrastructure and campaign landing experiences.

DES

Promotional Creative Design

Produced homepage campaign banners, collection-page banners, brand-specific offer banners, Black Friday banners and mobile-specific creative.

EML

Email Marketing & Customer Segmentation

Implemented Black Friday promotional templates, campaign flows, welcome flow setup, signup popup and audience segments based on customer behaviour.

The Project Process

The Project Process

The project began with a review of the existing Shopify store, Warehouse theme, product structure, menu hierarchy and competitor references, expanding into wider eCommerce optimisation.

01

Understand & Strategy

Reviewed the existing Shopify store, Warehouse theme and menu hierarchy, with categories, collections, brands and promotional areas organised into a clearer hierarchy.

02

Design & Development

Development took place on a duplicate Shopify theme, covering mega menus, promotional templates, custom sections, collection layouts, metafields, banners and responsive improvements.

03

SEO & Content

Handled keyword research, metadata, product content, collection copy, technical SEO, internal linking and blog development across the store.

04

Campaign Implementation

Seasonal campaigns combined onsite merchandising with popups, landing pages, banners, email marketing and customer segmentation to create a connected promotional experience.

Store Experience

BBQ Generals Shopify Store

The objective was to make products and brands easier to discover while building a more scalable Shopify foundation for seasonal promotions, ongoing marketing campaigns and future growth.

Comprehensive NavigationComprehensive Navigation
CatalogueCatalogue

Technology & Tools

Technology & Tools Used for BBQ Generals

ShopifyWarehouse ThemeGlobo Mega MenuShopify Liquid & Custom SectionsShopify MetafieldsSemrushScreaming FrogEmail Marketing Platform

From Navigation to Growth

“

The BBQ Generals project began with a specific need: make a large product catalogue easier to navigate. As the website was reviewed and developed, the opportunity became much broader. Navigation improvements were combined with promotional merchandising, custom Shopify development, SEO, technical optimisation, content creation, seasonal campaign design and email marketing. Instead of treating each task separately, the project created reusable systems that could support future products, brands, promotions and marketing campaigns. The result was a more organised and scalable Shopify experience built around product discovery, merchandising and ongoing digital growth.

”
Project Engagement BBQ Generals

Frequently Asked Questions

Frequently Asked Questions

Frequently asked questions about the BBQ Generals Shopify project, navigation, development, SEO, promotions and email marketing.

The initial requirement was to improve the Shopify navigation and create a more comprehensive mega menu for a large range of grills, outdoor cooking products and brands.

The project included custom navigation, promotional sections, collection templates, metafields, campaign landing pages, responsive layouts and other theme customisations.

SEO work covered keyword research, meta titles, meta descriptions, product content, collection content, technical SEO, internal linking, ranking analysis, blog development and off-page activity.

Dedicated promotional collections, sale templates, banners, brand offers, popups and campaign landing experiences were created to support ongoing promotions.

Yes. Promotional sections, campaign pages and creative assets were adapted for mobile devices to provide a clearer responsive experience.

Email marketing included seasonal campaign templates, promotional flows, welcome automation, customer segmentation, SMS segmentation and campaign planning.

Ongoing Growth

Building a Shopify Store Designed for Ongoing Growth

BBQ Generals required more than a visual redesign. The project focused on creating stronger systems across navigation, merchandising, SEO, promotions and customer communication so the store could continue evolving as products, brands and campaigns expanded. Shopify development, SEO and marketing built around long-term eCommerce growth.

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