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The core purpose of CampChef.com is to represent the Camp Chef brand online while educating and informing consumers on how its products can enhance their outdoor cooking experiences across a broad range of activities and categories. The main objective of the project was to provide product information, usage tips, recipe ideas, and articles that create a friendly online environment for customers to learn and shop. Activity-based navigation and activity landing pages are tailored to meet each user group’s expectation, leaving no-one behind. Specific features including custom subcategory navigation, unified Apache Solr search solution for both product and rich content search, and product focused product detail page ensure all customers that shop on CampChef.com have a positive experience. Every user, regardless of their past cooking experience, will find the product that will meet their specific needs and enjoy spending time cooking in the outdoors.