eCommerce Site Relaunch for G&M

eCommerce Site Relaunch for G&M

Client: G & M Restaurant and Lounge

G&M was originally founded in 1974. In 2001, G&M started offering seafood and crab cakes online as mail order items.  Demand for these items has skyrocketed over the years.  Through thorough research and development packaging was developed to enable customers in all 50 states to receive fresh Maryland crab cakes overnight. In a state known for its crab cakes, G&M is consistently voted Maryland’s best.


G&M’s former eCommerce site was hard coded, making any change to content or design an arduous task. This restriction resulted in an outdated design that did nothing to instill consumer confidence and left the staff at G&M with an inability to update menu items, catalogue offerings, or other content. In addition to the lack of control inherent in a hard-coded website, the limitations of customization on the osCommerce platform prevented G&M from offering account management or order tracking to their customers – something their competitors had the ability to do.

In order to guarantee the freshest product possible, G&M promises overnight shipping on delivery of its award-winning crab cakes. To fulfill this promise, G&M must be tightly integrated with its shipping partner to ensure all shipping details are accurate and executed correctly. In order to meet their needs, G&M wanted to integrate with FedEx to accommodate the extensive shipping rules required for perishable items and to ensure overnight delivery for all orders placed before 6PM. 

Further complicating the shipping and fulfillment processes was a lack of automation. G&M had to manually manage many aspects of fulfillment, including RMA’s, any special instructions, or custom shipping requests. Additionally, osCommerce offered no reporting and was not scalable to accommodate G&M’s growing business. With the new platform, G&M was looking to gain insight, control and flexibility in order to deliver a superior eCommerce experience to their site visitors.

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Unleashed Technologies was G&M’s partner in relaunching from concept through execution. Unleashed Technologies worked closely with G&M to evaluate its business processes and made recommendations for how to improve and optimize their practices. From inception, through design, development and delivery, Unleashed Technologies ensured that G&M’s new site is a highly engaging, intuitive experience for customers, leveraging the latest in eCommerce technologies and best practices.  

Unleashed Technologies leveraged the following key features of Magento to provide a dynamic, robust site for

  • Improved Security – Compliance with PCI DSS standards and eCommerce best practices to ensure the security of every transaction was of the utmost importance for the G&M eCommerce site.
  • Tight Integration with FedEx Web Services  – Having the flexibility and functionality necessary to tightly integrate with FedEx shipping was imperative to G&M. With this integration, they are able to provide their customers with the convenience of setting up multiple shipping destinations and track their packages. Additionally, G&M can now automatically create and print shipping labels and verify, correct and standardize customer addresses before shipping.
  • Enhanced Content Management System – It was imperative for G&M to be able to easily control the content on their website.
  • Simplified Order Management – G&M can now enable customers to manage their own accounts as well as the automation of fulfillment and RMA processes.
  • Insight from Reporting and Analytics – The insight gained through reporting and analytics present in Magento is essential to understanding buyer behavior and enable G&M to make better business decisions.
  • Powerful Merchandising – Magento was leveraged to enable G&M to offer its customers the ability to schedule recurring holiday orders, purchase physical or internet-based gift cards, or take advantage of promotional codes.  Ajax layer scripting was incorporated to deliver the convenience of one-click shopping from a persistent shopping cart.

G&M now has the flexibility, control and insight it needs to deliver an attractively designed, seamless shopping experience to its customers. The updated site has resulted in increased customer satisfaction and an improved conversion rate. For the G&M team, the frustration of the previous site has been eliminated as they now have the flexibility and control they need to update their content and offerings at will. The enhanced marketing capabilities in Magento further empower G&M to target their promotions to drive further revenue. 

G&M’s customers now have the ability to self-manage their accounts, select from a variety of shipping options, track their packages, take advantage of offers tailored to their interests, and much more from an engaging website. This intuitive and feature-rich experience makes it easy for G&M’s customers to get Maryland’s best crab cakes delivered to their door.   


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