The pillars of Galup’s digital communication
The project required improvements to the website and e-commerce infrastructure to make them faster, more stable and frictionless, especially during peak seasons. Navigation has been made more fluid: more immediate access to products, intuitive paths and a linear checkout process have reduced the critical points in the funnel. At the same time, brand identity was strengthened throughout the user journey, with a clear presence of special lines, group brands and institutional content. These choices were accompanied by a targeted commercial strategy, with optimised campaigns and in-depth investment analysis, contributing to an overall improvement in profitability.
Navigation flows and purchase flows
The redefinition of navigation flows, distinguishing between users and crawlers, has improved both indexing and content usability. The collection pages, redesigned as orientation points, highlight seasonal lines, main categories and brands such as Streglio and Pasticceria Cuneo within a clearer taxonomy. The shop has been organised with more effective filters and a home page designed as a direct entry point to purchasing, with optimised search and fast checkout tools. This system has made the process quick and intuitive, contributing to an overall increase in orders.
Design system and communication of unique value
The transformation of the collections into category pages has made it easier to explore the range, while Galup’s history has been integrated without interrupting the purchasing flow. The illustrations and visual identity created by Noodles have been adapted to digital applications with a consistent, recognisable and easily manageable design system. Colours, cards and visual hierarchies improve readability and orientation, while supporting the technical performance of the site.
From e-commerce to media: an integrated strategy
The shop revamp was accompanied by an evolution in commercial communication. Meta campaigns were carefully distributed according to seasonality, target audience and product lines, while consistent social media content and a structured newsletter editorial plan supported traffic and conversions. The quality of the content and the optimisation of media activities generated superior performance. The growth in turnover confirmed the soundness of the integrated approach.
An ecosystem that enhances history and conversion
The new digital ecosystem connects identity, products and performance in a single system, capable of telling the brand’s story while simplifying every stage of the purchasing process. The technological structure, design system and media activities work synergistically, ensuring a more fluid and growth-oriented experience throughout the year. The project demonstrates how digital presence can transform a seasonal offering into a clear, recognisable experience capable of generating value over time.
