Case Study: Feliza African Grocery & Beauty Store

Over the past two years, I've led the digital transformation of Feliza African Grocery & Beauty Store, a Nigerian family-owned business based in London, Ontario, that provides African and Caribbean groceries and beauty products through both in-store and online shopping. The store also fulfills delivery orders across major cities in Canada and the United States.

I was brought on to refresh the brand's social media direction and oversee eCommerce operations. Through a hands-on audit, I identified further opportunities to enhance the website, delivery channels, and customer communication workflows.

Social Media Content Makeover

Previously, the brand's social media focused mainly on static product flyers. This format didn't perform well on visual-first platforms like Instagram, where short-form videos and trend-driven content typically drive higher engagement.

As a result, the brand wasn't fully maximizing its reach or connecting consistently with its audience.

The New Strategy

I switched things up with a more vibrant content strategy — focusing on videos (Instagram's top-performing format), trending sounds, and hashtags that boost reach.

Content now includes:

• Store videos showcasing real products and in-store experiences
• Recipe videos demonstrating meals customers can make with ingredients from the store
• Educational posts highlighting the health benefits of selected grocery and beauty products
• Lifestyle content such as trendy hairstyle ideas, hair-care tips, food preservation hacks, and home-cleaning tips that tie back to products available in-store
• Product and sales highlights for promotions and new arrivals
• Content trends and sounds that connect with the store's African and Caribbean audience

Wix eCommerce Website Redesign & SEO Optimization

Before: The Challenges

The website had several missed opportunities:

• Limited visual appeal and layout design
• Minimal SEO optimization across pages
• No dedicated pages for promotions, FAQs, or store policies
• No system to capture leads from visitors for future marketing
• No search functionality for users to find items easily

After: The Transformation

I redesigned the website to improve usability, visibility, and customer trust by:

• Adding a search bar for easier product discovery
• Optimizing metadata, alt texts, and product descriptions for SEO
• Creating dedicated pages for Sales, FAQs, and Policies (Terms, Privacy, Refund)
• Integrating email/SMS sign-up forms to collect and nurture leads
• Enhancing layout and visuals for a more engaging browsing experience

Systems & Process Automation

1. Order & Fulfillment Coordination

Collaborated with the in-store team in Ontario to streamline delivery logistics.

• Set up workflows for printing labels, preparing packages, and ensuring third-party couriers pick up on time
• Created a follow-up routine to track delivery completion and send personalized review requests one week after delivery

2. Sales Campaign Workflow

Established a weekly sales routine that included:

• Designing promo flyers and drafting campaign copy for review
• Coordinating print materials for in-store visibility
• Managing digital rollout by scheduling SMS blasts, updating Google Business events, and posting announcements

Results & Impact

The comprehensive digital transformation led to significant improvements across all business areas:

• Increased social media engagement and reach through video-first content strategy
• Improved website conversion rates and user experience
• Streamlined operations reducing fulfillment time and errors
• Enhanced customer communication and retention through automated systems
• Strengthened brand presence both online and offline