Cabot Creamery / Barrel — CPG Commerce Agency

Expanding Cabot Creamery Nationwide

Cabot Creamery, owned & operated by real farmers, has been making award-winning cheese & other dairy products since 1919 with love, pride and purpose. Cabot partnered with Barrel on an ongoing retainer to optimize their site, focusing on enhancing brand affinity, boosting engagement, and driving conversions.

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Opportunity

Cabot Creamery needed a digital experience that supported both brand storytelling and measurable growth across search, email, and retention. With a robust content ecosystem and established audience, the focus was on better connecting SEO and retention efforts to drive visibility, engagement, and conversion.

We conducted multiple audits throughout the engagement to take a holistic approach to website updates, focusing on conversion rate optimization, preparing the site for the holidays, and streamlining the customer journey.

We redesigned Cabot’s site architecture to streamline the customer journey, enhance product discovery, and support their growing product line—creating more opportunities for users to engage with the brand both online and offline.

To boost AOV and conversion rates, we optimized Cabot Creamery's cart by incorporating free shipping incentives, upsells, gift messages, and quick checkout options.

We launched an interactive Digital Journey that showcases all the places customers can experience Cabot firsthand—from farms and retail stores in the Northeast to events across the country.

We redesigned Cabot's online recipe experience to drive product discovery and inspire users with curated recipe collections, making it easy for customers to find the types of recipes they’re looking for and features seasonal favorites and top-rated recipes that the devoted Cabot community knows and loves.

To boost on-site engagement, we created an interactive Digital Charcuterie Board quiz that delivers personalized recipe and product recommendations, followed by an automated email flow with tailored results.

Barrel redesigned Cabot's search experience using Shopify Search & Discovery, creating a more intuitive, scalable way for customers to discover recipes, products, blog content, and brand storytelling while supporting the brand's expanding content ecosystem.

We optimized Cabot’s navigation to improve product discoverability across traditional and AI-powered search, making every category directly crawlable and accessible from the global navigation to increase visibility and strengthen rankings for high-intent searches.

We designed a robust category landing page template optimized for both traditional SEO and AI search, combining scannable content that highlights Cabot's sourcing, craftsmanship, quality standards, and certifications to improve discoverability and help AI accurately surface key product differentiators.

We audited Cabot's gifting experience and recommended improvements for the holiday season, including a gift card page, gifting bundles, and a gift guide. We helped Cabot reinforce their mission by integrating a donation feature on the PDP and in the cart, making it easy for customers to give back.

Impact & Results

The integrated approach helped Cabot build stronger momentum across the entire customer journey. By aligning search visibility with retention efforts, the brand saw measurable increases in organic traffic, engagement, and email and SMS performance, showing how combining long-term traffic growth with retention strategy can meaningfully drive conversions.