We developed an enhanced Shopify platform for Fratello, significantly improving UX and revenue generation capabilities.

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We transitioned Fratello from an outdated WooCommerce site to a vibrant, feature-rich Shopify platform. Our goal was to revitalize the buyer experience, align the website with their brand guidelines, and introduce advanced e-commerce functionalities to boost their revenue.


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From The Top

  • Duration: 4 months
  • Key Features: Coffee subscription system, advanced email system, dynamic discount capabilities, affiliate system
  • Target Audience: B2C customers
  • Performance Improvements: 40% increase in Black Friday sales YOY, 20% increase in recurring purchases, 15% increase in average purchase value

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  • Design Overhaul: We brightened and restructured the website for better legibility and user experience.
  • Feature Integration: We implemented a coffee subscription system, Klaviyo email system, versatile discount system, points system, and more.
  • User Experience: We focused on enhancing UX with upsells, cross-sells, affiliate programs, and gift card options.
  • Complex Discount System: We developed a comprehensive discount system accommodating various promotional strategies.
  • Staff Training: We provided extensive training through a library of tutorial videos to facilitate the transition from WooCommerce to Shopify.
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"Working with Paper Crane was fast, easy and professional.  The communication was well thought through and easy to understand.  They were on budget and on time.  Wow.  That doesn't happen very often."

Russ Prefontaine
President & Co-owner


Since the launch, Fratello’s Shopify platform has:

  • Achieved a 40%+ increase in year-over-year Black Friday sales.
  • Enhanced recurring customer purchases by 20%+.
  • Seen a 40%+ increase in search engine traffic and a 30%+ boost in revenue compared to the previous year.
  • Laid the groundwork for a decrease in customer churn and an increase in revenue per customer as new systems (subscriptions, points, affiliates) gain traction.

This project not only transformed Fratello's online presence but also significantly elevated their sales and customer engagement, positioning them for sustained growth in the competitive coffee market.