WORK / SLICES CONCESSION

The website was only
one part of the system.

What began with clarifying why Slices was different expanded into the ecommerce, demand, data, and operating systems needed to sell high-value commercial equipment at scale.

← Back to Work

CLIENT: Slices Concession
BUSINESS: Commercial ice cream equipment and ecommerce
RELATIONSHIP: Strategic partnership since June 2024

DISCIPLINESPOSITIONING / ECOMMERCE / CRO / DIGITAL MARKETING / TECHNOLOGY / DATA

At a glance

INITIAL PROBLEM: Clarify the company’s value proposition, then replace a website that could not build enough trust or adequately support the sale of commercial equipment priced from thousands to tens of thousands of dollars.
WHAT LMG FOUND: The constraint was larger than the storefront. Positioning, product discovery, demand generation, conversion, measurement, sales follow-up, and back-office systems all needed to work as one growth system.
WHAT LMG CHANGED: LMG clarified the value proposition and ideal customer, rebuilt the ecommerce experience, established SEO, paid media, email, conversion measurement, and executive reporting, and built a WooCommerce and Zoho Inventory integration that is awaiting implementation.
WHAT IT ENABLED: The work contributed to sustained traffic and online-sales growth, profitable paid acquisition, clearer merchandising and inventory decisions, and the confidence to invest in additional people, stronger systems, and new warehouse capacity.

Evidence of progress

Observed business outcomes

SUSTAINED DEMAND GROWTH

Website traffic increased year over year across two consecutive comparison periods.

MORE PRODUCTIVE ECOMMERCE

Website revenue, purchases, and conversion rate all increased year over year.

STRONGER ORGANIC DISCOVERY

Average organic search position improved from above position 40 to the top 10.

PAID MEDIA WITH A BUSINESS CASE

Reported returns from Google and Meta gave the business confidence to continue increasing investment.

01 / STRATEGIC FOUNDATION

Clarify why the business
deserves the sale.

LMG was initially brought in to help Slices understand and articulate its value.

That foundation mattered because commercial ice cream machines can cost anywhere from approximately $4,000 to $50,000. Buyers need confidence in the equipment, the seller, the purchasing process, and what happens after the sale.

A value proposition workshop, ideal-customer analysis, competitive analysis, and CRO audit established the strategic foundation for the website and marketing system that followed.

Value Proposition Discovery and Articulation
Ideal Customer Profile Analysis
Competitive Analysis
CRO Audit

LMG led and delivered the work, bringing in specialist development and financial expertise where needed while retaining responsibility for strategy, experience, implementation direction, and the broader business context.

02 / ECOMMERCE EXPERIENCE

Build the trust required
for a considered purchase.

With more than 2,000 machine SKUs, hundreds of parts and supplies, and equipment from more than a dozen brands, the site could not behave like a basic product catalog.

The redesigned and replatformed experience helps buyers find relevant equipment, understand important differences, evaluate condition and availability, and take a clear next step.

Find the right equipment

Category architecture, product listings, search, and filtering help buyers narrow a technically complex catalog.

Evaluate the decision

Product-detail pages, specifications, condition information, pricing context, availability, and trust signals help buyers understand what they are considering.

Take the next step

Calls to action, mobile conversion paths, financing information, ready-to-ship experiences, and contact options connect evaluation to action.

03 / DEMAND GENERATION

Turn the storefront into
a measurable growth engine.

Once the experience could support the sale, LMG built the systems needed to bring qualified buyers into it and understand what they did next.

The work spans organic search, Google Ads, Meta advertising, remarketing, product feeds, email marketing, campaign landing experiences, conversion tracking, and attribution.

The channels are not treated as isolated campaigns. They are evaluated by how effectively they bring the right buyer into a trustworthy experience and move that buyer toward a sale.

Connected environment

WooCommerce / Zoho Inventory / Google Ads / Meta / Omnisend / AnswerConnect / eBay / QuickBooks / FunnelKit / GA4

04 / DATA AND DECISIONS

The dashboard is not the product.
A clearer decision is.

GA4, paid-media data, ecommerce activity, call information, and executive reporting give leadership a more connected view of performance.

That visibility has helped the business decide:

When paid-media performance justifies increased investment
Which machines should be promoted
Which machines the business should prioritize acquiring
Whether sales are being constrained by inventory, follow-up, or both
Where slow or inconsistent sales follow-up is allowing demand to go unrealized

The purpose of reporting is not to create another dashboard. It is to make the next decision clearer.

05 / BUSINESS IMPACT

Growth created
a better class of problem.

Before the relationship began, digital marketing was limited and the website was not functioning as a dependable growth system.

The work contributed to increased demand, stronger ecommerce performance, and paid acquisition channels the business could continue funding with greater confidence.

As growth accelerated, the next constraints became more visible. Inventory management, sales follow-up, fulfillment, leadership capacity, and operating systems needed to catch up with the demand being generated.

That growth helped ownership repay outside investors sooner than expected and reinvest in a larger warehouse, stronger inventory management, and additional team leadership.

06 / THE NEXT OPERATING LAYER

Connect the storefront
to a dependable source of truth.

Built · Awaiting implementation

The next stage of the work addresses the connection between WooCommerce and Zoho Inventory.

LMG has built a custom integration intended to reduce duplicate entry, improve inventory management, and create more dependable alignment between the storefront and the inventory system.

The integration has been built but has not yet been implemented.

Once deployed and validated, it is intended to improve product and inventory consistency while reducing the manual work required to maintain information across systems.

The customer sees a website. The business sees a system.

07 / WHAT CHANGED

A clearer market position.
A connected growth system.

Positioning

A clearer articulation of why Slices is different and why buyers can trust the company with a high-value equipment purchase.

Customer experience

A more deliberate way to discover, evaluate, and purchase commercial equipment across desktop, mobile, online, and assisted-sales paths.

Growth

A connected acquisition and ecommerce system that contributed to sustained traffic growth, stronger online performance, and continued investment in paid media.

Decision-making

Better visibility into what to promote, what to acquire, where follow-up is breaking, and which operating constraint requires attention next.

LET’S FIND THE NEXT MOVE

Bring the problem.
We’ll help find the way.

Your constraint may look different.
Start with what should be working better.

Let’s talk about your business ↗