Case Study


Project Summary

The main objective of the project was to help Boojum continue to reach their customers while at home and utilise their strong brand to give customers a high quality “Boojum at home” experience.

The key objectives were:

  • Launch a full ecommerce framework within 1-2 months, starting from scratch
    • Speed to market was critical
  • The ability to separately target, price products, alter delivery methods and timescales across 3 markets – N. Ireland, GB and ROI
  • The ability to expand into GB after a proven initial launch
  • Due to perishable products Boojum required the ability to
    • Control available delivery dates & times
    • Set and alter strict order limits per customer to be reactive based on capacity at their production and fulfilment centre in Ireland
  • The option for customers to order and collect in store
  • Bespoke product page creation to facilitate the required product details, box contents, FAQs, customer reviews, social posts & cooking guides
  • Meal kit subscription ability
  • Advertising & Marketing framework to launch and drive sales
    • Tracking and measurement across all channels
    • Product feed creation
    • Bespoke integration to email automation software, catering for automated email strategy across customer acquisition and repurchase campaigns
What We Did
  • - Ecommerce Strategy
  • - Shopify Build
  • - Measurement
  • - Advertising Strategy
  • - Digital Advertising
  • - Email Automation


When the first lockdown hit in late March 2020 all of Boojums stores across Ireland had to close. This meant as a business they had to pivot and adapt to really challenging times for the restaurant industries.


Due to the strict timescales our team reacted quickly to identify the most suitable technology solution which in this case was Shopify. Within 2 days we had setup a functionable staging site within a templated design to allow us along with the Boojum team to customise functionality.

To allow Boojum to control pricing, delivery and timescales, as well as customers from NI & ROI to transact in their own currencies, we had to create two stores catering for GBP and EUR. To provide the best customer experience, we setup GEO IP redirects to point customers from specific locations to the correct store.

Due to capacity of production and fulfilment, strict daily and weekly order limits were enforced. On site “go-live”/launch 50 orders a day delivery maximum for each site and weekly production maximum of 500 units. Boojum also had the ability to alter order limits within the platform.

A set of strict brand guidelines had to be adhered to. The look and feel of the “Boojum at home” online experience had to mirror that of the instore experience and all other Boojum digital channels. High fidelity designs were provided by the graphic design team at Boojum and were translated into a functional Shopify store.

The ability for instore collection of Boojum at home kits at all Boojum locations throughout NI & ROI was then integrated via the delivery selection. Boojum had the ability to turn locations off and on as required / suitable due to ever changing government guidelines.

Groundswell have been instrumental in Boojum's digital transformation, from strategy to insights and implementation, all whilst delivering industry leading digital advertising performance. The team are responsive and evidently experts in their respective fields.

Paul McCullagh - Head of Marketing - Boojum


WINNER - Ecommerce Project of the Year 2021 - Digital DNA Awards


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