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An eCommerce Platform Brews for An Artisan Coffee Roaster

While A&E Coffee Roastery & Tea had a website and regularly posted to the blog and social media accounts, they were stuck on an aging version of the site software, limiting their opportunity for improvement. They had reached the end of the road with Band-Aid type improvements and needed a full redesign on the current version of the software to take full advantage of the features and improve their e-commerce business.

The Project Scope:

Savoir Faire completely redesigned and redeveloped A&E’s website using the Magento e-commerce platform to allow A&E to showcase their product and grow their online business. The redesign served both the consumer side of the business, with easy online shopping for coffees, teas and accessories; and the wholesale side, with a newly developed section focusing on the company’s offerings and wholesale programs.

Once the website was developed, Savoir Faire created an in depth handbook for A&E, outlining each section with step by step instructions for maintaining the site, including swapping out banner images and product placements, setting pricing and promotions, facilitating online shopping, and all other facets of the online business.

Services Provided:

  • Strategy consultation
  • Information and navigation strategy and design
  • Wireframes, layout and presentation
  • Custom website built on Magento platform
  • e-commerce, blogging and social integration
  • Development of wholesale content and promotional materials

Robust Site Functionality:

Rotating Home Page Banners

AERO Website – Savoir Faire Marketing & Communications

Easy-Swap Featured-Product Modules

AERO Website – Savoir Faire Marketing & Communications

Shopping cart with coupons, gift cards and real-time shipping rates and one-page checkout:

AERO Website – Savoir Faire Marketing & Communications


The new site is easier than ever for consumers to navigate and shop from. The homepage is dynamic and regularly updated to showcase featured products, events and promotions. The company’s wholesale customers and prospects can now find extensive information about A&E’s wholesale programs and benefits.

Savoir Faire Take-Away:

Your website is your virtual shop. Employing the appropriate functionality and designing a website around your customers’ needs goes a long way in optimizing your business.

Client Snapshot

AERO Website – Savoir Faire Marketing & CommunicationsA&E Custom Roastery & Tea
A&E Roastery originated with Adam and Emeran Langmaid, a husband-and-wife team who share their passion for high quality, small batch roasted coffee and specialty teas. The duo began roasting 8oz. bags of coffee at home for their friends in the 1990’s. This hobby quickly grew into a business, and the couple opened the doors to A&E Roastery in December 2001. Today, they still custom roast every batch in their original Amherst, NH roastery.