Turning Wholesale into Nationwide Retail
The Challenge
Boba Tea Plus, a Hawaii-based B2B e-commerce brand operating under the Hawaii Boba Wholesale Club, was looking to evolve their wholesale-only model into a consumer-facing retail experience. While they had an established presence on Oahu selling in bulk to cafes and restaurants, they wanted to reach a new national audience — everyday boba lovers looking to recreate café-style drinks at home or for special occasions. Additionally, they wanted to showcase and sell Hawaii-exclusive products to customers on the mainland, expanding both reach and brand identity.
The Solution
From Concept to Clicks
Our goal was to create a seamless and enticing direct-to-consumer experience — without cannibalizing their wholesale business. Here's how we approached it:
1. Strategic Site Architecture & UX/UI Design
Designed a brand-new retail e-commerce website from the ground up with an emphasis on usability, accessibility, and mobile responsiveness. Navigation was streamlined for quick product discovery, while vibrant visuals and Hawaii-inspired branding connected the user experience to the company's roots.
2. Product & Pricing Optimization
To bridge the gap between wholesale and retail, existing product data was exported from the B2B site and adjusted pricing, descriptions, and packaging options to appeal to smaller, individual orders. This allowed us to leverage existing SKUs while repositioning them for a retail market.
3. Cross-Site Integration
Implemented strategic redirects and messaging across the original wholesale site to funnel relevant traffic to the new retail experience. This approach retained their B2B traffic while capturing interest from casual visitors and smaller buyers.
4. Content-Driven Marketing & SEO
Developed blog content focused on trending boba drinks, flavor combinations, and beginner-friendly tutorials for home preparation. This content served a dual purpose — educating consumers while optimizing for high-volume search terms to increase organic visibility. Topics were selected based on seasonal trends and keyword research, ensuring relevance and SEO strength.
The Results
Tangible Growth in Visibility & Engagement
In the first six months post-launch, our SEO and content efforts drove:
📈 29.1K+ search impressions
🍃 149 organic clicks — without paid ads
A growing audience of new retail customers across the mainland U.S.
By combining smart design with targeted content strategy, we helped Boba Tea Plus carve out a new retail identity while staying true to its local roots. The project continues to serve as a scalable foundation for future product lines, influencer partnerships, and community-building efforts.
