Merlini Casalinghi.
A historic shop since 1943, brought online with the content it already produces every day.
Great social, but the site didn't reflect that work
↓ Result+90% content always live, updated automatically
A shop with great social content, but a site that did not reflect that work: news stayed on Instagram and the site always looked static.
A site that automatically integrates the Instagram reels, staying always live and up to date with no extra manual work for the shop.
The starting point.
Merlini Casalinghi communicates brilliantly on social, but that work wasn’t visible on the site: it needed a showcase that updated itself with Instagram content and Google reviews.
Merlini's problem was the opposite of the usual one: content was not lacking, they produce plenty of it on social. What was missing was the link — the work done on Instagram stayed on Instagram, and the website looked like it had not moved in years. The right question was not "what should we publish", but "how do we get across what they already publish".
What we built.
We developed a showcase site with automatic integration of Instagram reels via API and Google reviews: the site stays alive with no extra work, and shows the shop as it really is.
The API integration pulls the reels by itself: the shop posts on Instagram as it always has, and the site updates without anyone doing anything. Same for the Google reviews. It is the kind of automation that is worth double, because it removes work instead of adding it — and in a shop, time is the scarcest resource.
How we work.
Every project starts from a concrete analysis of goals, audience and competitors: no off-the-shelf templates, but choices designed to deliver results.
The goal was that the shop should not have to change its habits: they keep posting where they were posting, and the site follows. Design, development and go-live were handled by a single team. The API integrations need maintaining over time, because platforms change their rules, and that stays with us.
Why choose us.
A single point of contact for the whole project: no runaround between suppliers, quick answers and someone who knows your work.
A shop does not have a marketing department: if the site requires extra work, that work does not get done. That is why automation was the central point of the project, not an accessory. Domain, code and credentials remain in the company's name, with no strings.
The next one could be yours.
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