Heinen's Ecommerce Website

Challenge: Discovering A New Experience

Heinen's website experience included three standalone sites: the main site heinens.com, a blog, and online shopping via an Instacart ecommerce platform. It was a fragmented experience that Heinen's wanted to change.

They additionally planned to launch a new ecommerce component and wanted to ensure the unique experience was not only better but cohesive. The goal was to create a single website experience for Heinen's loyal shoppers, including Recipes & Stories, a freshly reconstructed website, and ecommerce shopping. Their users needed one seamless experience.

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Heinen's brought Kaulig Media and Instacart together for one goal. We rebuilt Heinens.com to be a consistently branded experience across the CMS, and work in conjunction with the Instacart extension to allow for a unified ecommerce experience.

We worked with Instacart to keep shoppers on the Heinen's website, rather than sending them to another web page. This made the user experience process more straightforward and less confusing.

Heinen's new Recipes & Stories platform fit perfectly in WordPress and gave control of the site to Heinen's. The Heinen's team now has the freedom, tools and empowerment to update their content without the need of agency to make changes.


Kaulig Media helped a well-established brand level refresh aesthetics and offer both new and devoted customers a functionally improved experience that would help them enjoy the website in a whole new way. After the first month of the new website:

  • Users increased 67% year over year (YOY)
  • Sessions increased 76% YOY
  • New Users increased 70% YOY

 Not only were more people using the site, but they were also staying engaged:

  • Average Session Duration increased 112% YOY (from 1:02 to 2: 12)
  • Pages per Session: increased 50% YOY