Case Study
A Shopify Plus migration for premium pet snack brand.
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When JR Pet Products’ first email landed into our inbox, a couple of the dog owners in the Kubix office looked up.
“I know them!” One of our designers said, “My dog loves their pizzles.”
Cue our entire team Googling pizzles and an ubiquitous “Ugh!” cried across the room.
Masters of sophisticated pet snacks, JR Pet Products have spent many years producing premium natural dog treats, with a range covering everything from simple meat sticks and training treats to the truly unique, with ostrich tendons, wild boar paté, and even camel skin slices making it onto their menu.
When JR first came to Kubix, they were looking for a potential migration from their WordPress website. Whilst they’d grown a vast and loyal customer base of dog owners over their many years of trading, the JR team felt like they had vastly outgrown their old WooCommerce platform and were looking for a new e-commerce solution.
Their old site had faced security issues in the past, and the measures implemented to protect it had left their entire online operation slow and clunky. Internal developer Luke was getting increasingly frustrated with the amount of requests landing on his desk, as other team members weren’t able to make simple changes or upload banners without needing a developer to step in and help.
JR were not only looking to upgrade their website to Shopify Plus and refresh the look and feel, they also wanted to start using more sophisticated channels for better email marketing, loyalty and referral programmes and increase the average order value of their customers.
After a number of discussions about requirements - and a Kubix trip to Crufts to check in and see their stock firsthand, pizzles and all - JR Pet Products came on board for their full Shopify Plus migration. We knew it would be a project worth barking about.
When JR Pet Products’ first email landed into our inbox, a couple of the dog owners in the Kubix office looked up.
“I know them!” One of our designers said, “My dog loves their pizzles.”
Cue our entire team Googling pizzles and an ubiquitous “Ugh!” cried across the room.
Masters of sophisticated pet snacks, JR Pet Products have spent many years producing premium natural dog treats, with a range covering everything from simple meat sticks and training treats to the truly unique, with ostrich tendons, wild boar paté, and even camel skin slices making it onto their menu.
When JR first came to Kubix, they were looking for a potential migration from their WordPress website. Whilst they’d grown a vast and loyal customer base of dog owners over their many years of trading, the JR team felt like they had vastly outgrown their old WooCommerce platform and were looking for a new e-commerce solution.
Their old site had faced security issues in the past, and the measures implemented to protect it had left their entire online operation slow and clunky. Internal developer Luke was getting increasingly frustrated with the amount of requests landing on his desk, as other team members weren’t able to make simple changes or upload banners without needing a developer to step in and help.
JR were not only looking to upgrade their website to Shopify Plus and refresh the look and feel, they also wanted to start using more sophisticated channels for better email marketing, loyalty and referral programmes and increase the average order value of their customers.
After a number of discussions about requirements - and a Kubix trip to Crufts to check in and see their stock firsthand, pizzles and all - JR Pet Products came on board for their full Shopify Plus migration. We knew it would be a project worth barking about.
When JR Pet Products’ first email landed into our inbox, a couple of the dog owners in the Kubix office looked up.
“I know them!” One of our designers said, “My dog loves their pizzles.”
Cue our entire team Googling pizzles and an ubiquitous “Ugh!” cried across the room.
Masters of sophisticated pet snacks, JR Pet Products have spent many years producing premium natural dog treats, with a range covering everything from simple meat sticks and training treats to the truly unique, with ostrich tendons, wild boar paté, and even camel skin slices making it onto their menu.
When JR first came to Kubix, they were looking for a potential migration from their WordPress website. Whilst they’d grown a vast and loyal customer base of dog owners over their many years of trading, the JR team felt like they had vastly outgrown their old WooCommerce platform and were looking for a new e-commerce solution.
Their old site had faced security issues in the past, and the measures implemented to protect it had left their entire online operation slow and clunky. Internal developer Luke was getting increasingly frustrated with the amount of requests landing on his desk, as other team members weren’t able to make simple changes or upload banners without needing a developer to step in and help.
JR were not only looking to upgrade their website to Shopify Plus and refresh the look and feel, they also wanted to start using more sophisticated channels for better email marketing, loyalty and referral programmes and increase the average order value of their customers.
After a number of discussions about requirements - and a Kubix trip to Crufts to check in and see their stock firsthand, pizzles and all - JR Pet Products came on board for their full Shopify Plus migration. We knew it would be a project worth barking about.
When JR Pet Products’ first email landed into our inbox, a couple of the dog owners in the Kubix office looked up.
“I know them!” One of our designers said, “My dog loves their pizzles.”
Cue our entire team Googling pizzles and an ubiquitous “Ugh!” cried across the room.
Masters of sophisticated pet snacks, JR Pet Products have spent many years producing premium natural dog treats, with a range covering everything from simple meat sticks and training treats to the truly unique, with ostrich tendons, wild boar paté, and even camel skin slices making it onto their menu.
When JR first came to Kubix, they were looking for a potential migration from their WordPress website. Whilst they’d grown a vast and loyal customer base of dog owners over their many years of trading, the JR team felt like they had vastly outgrown their old WooCommerce platform and were looking for a new e-commerce solution.
Their old site had faced security issues in the past, and the measures implemented to protect it had left their entire online operation slow and clunky. Internal developer Luke was getting increasingly frustrated with the amount of requests landing on his desk, as other team members weren’t able to make simple changes or upload banners without needing a developer to step in and help.
JR were not only looking to upgrade their website to Shopify Plus and refresh the look and feel, they also wanted to start using more sophisticated channels for better email marketing, loyalty and referral programmes and increase the average order value of their customers.
After a number of discussions about requirements - and a Kubix trip to Crufts to check in and see their stock firsthand, pizzles and all - JR Pet Products came on board for their full Shopify Plus migration. We knew it would be a project worth barking about.
One of JR’s biggest requirements was that they didn’t want to lose any historic orders from their old site, as it would undermine the trust that they spent so long building with their audience. With over 110,000 customer accounts to migrate across (including all historical data), this migration wasn’t a small one. We set about ensuring that any customer - whether they’d shopped in 2008 or 8 minutes ago - would be able to go in and see all their previous orders, providing a seamless experience throughout their shopping journey.
For the Shopify build itself, we improved on-site discovery of products and added a predictive search tool to help any customers who weren’t sure where they needed to go. With a simple yet colourful design and lots of branding pulled through to add more character to the home, collection and product pages, the new look started to take shape.
Training was the next important step on JR’s journey to Shopify success. In order for all the business e-commerce responsibilities not to fall on a single person’s shoulders, Kubix took regular trips over to their headquarters in Wales to offer hands-on training to each part of the JR Pet Products crew. Customer Service had training on orders and customers; Finance got to learn the ins and outs of reporting and costings, Marketing got a deep dive into integrating apps and customising their Shopify theme for new product launches, and we showed Development how to integrate their own bespoke order management system into the platform, which they did successfully. This marked a significant milestone in the project, as it allowed every member of the JR Pet Products team to understand their specific Shopify needs and master day-to-day tools to get their jobs done.
One of JR’s biggest requirements was that they didn’t want to lose any historic orders from their old site, as it would undermine the trust that they spent so long building with their audience. With over 110,000 customer accounts to migrate across (including all historical data), this migration wasn’t a small one. We set about ensuring that any customer - whether they’d shopped in 2008 or 8 minutes ago - would be able to go in and see all their previous orders, providing a seamless experience throughout their shopping journey.
For the Shopify build itself, we improved on-site discovery of products and added a predictive search tool to help any customers who weren’t sure where they needed to go. With a simple yet colourful design and lots of branding pulled through to add more character to the home, collection and product pages, the new look started to take shape.
Training was the next important step on JR’s journey to Shopify success. In order for all the business e-commerce responsibilities not to fall on a single person’s shoulders, Kubix took regular trips over to their headquarters in Wales to offer hands-on training to each part of the JR Pet Products crew. Customer Service had training on orders and customers; Finance got to learn the ins and outs of reporting and costings, Marketing got a deep dive into integrating apps and customising their Shopify theme for new product launches, and we showed Development how to integrate their own bespoke order management system into the platform, which they did successfully. This marked a significant milestone in the project, as it allowed every member of the JR Pet Products team to understand their specific Shopify needs and master day-to-day tools to get their jobs done.
The Results? A stunning new Shopify site that provides the technical foundations for future growth, as their e-commerce tech stack and operations evolve.
One of JR’s biggest requirements was that they didn’t want to lose any historic orders from their old site, as it would undermine the trust that they spent so long building with their audience. With over 110,000 customer accounts to migrate across (including all historical data), this migration wasn’t a small one. We set about ensuring that any customer - whether they’d shopped in 2008 or 8 minutes ago - would be able to go in and see all their previous orders, providing a seamless experience throughout their shopping journey.
For the Shopify build itself, we improved on-site discovery of products and added a predictive search tool to help any customers who weren’t sure where they needed to go. With a simple yet colourful design and lots of branding pulled through to add more character to the home, collection and product pages, the new look started to take shape.
Training was the next important step on JR’s journey to Shopify success. In order for all the business e-commerce responsibilities not to fall on a single person’s shoulders, Kubix took regular trips over to their headquarters in Wales to offer hands-on training to each part of the JR Pet Products crew. Customer Service had training on orders and customers; Finance got to learn the ins and outs of reporting and costings, Marketing got a deep dive into integrating apps and customising their Shopify theme for new product launches, and we showed Development how to integrate their own bespoke order management system into the platform, which they did successfully. This marked a significant milestone in the project, as it allowed every member of the JR Pet Products team to understand their specific Shopify needs and master day-to-day tools to get their jobs done.
One of JR’s biggest requirements was that they didn’t want to lose any historic orders from their old site, as it would undermine the trust that they spent so long building with their audience. With over 110,000 customer accounts to migrate across (including all historical data), this migration wasn’t a small one. We set about ensuring that any customer - whether they’d shopped in 2008 or 8 minutes ago - would be able to go in and see all their previous orders, providing a seamless experience throughout their shopping journey.
For the Shopify build itself, we improved on-site discovery of products and added a predictive search tool to help any customers who weren’t sure where they needed to go. With a simple yet colourful design and lots of branding pulled through to add more character to the home, collection and product pages, the new look started to take shape.
Training was the next important step on JR’s journey to Shopify success. In order for all the business e-commerce responsibilities not to fall on a single person’s shoulders, Kubix took regular trips over to their headquarters in Wales to offer hands-on training to each part of the JR Pet Products crew. Customer Service had training on orders and customers; Finance got to learn the ins and outs of reporting and costings, Marketing got a deep dive into integrating apps and customising their Shopify theme for new product launches, and we showed Development how to integrate their own bespoke order management system into the platform, which they did successfully. This marked a significant milestone in the project, as it allowed every member of the JR Pet Products team to understand their specific Shopify needs and master day-to-day tools to get their jobs done.
Once training was under way, we recommended and integrated Gorgias into their customer service offering - something which marked a substantial turning point for their day-to-day operations. Gorgias is a customer service platform that filters and categorises every single customer service query or message into one stream that can be assigned to any member of their team. Previously JR had been managing their customer service through an Outlook email, but it was becoming increasingly difficult to stay on track of all their messages. If any of the team was off on leave or out of the office, there was no way to share inboxes and reply to any unanswered emails or messages - running the risk of increasingly disgruntled shoppers at the end of the line.
With Gorgias set up, all JR voicemail messages, social media chats and emails now get filtered into one streamlined view. Gorgias also has the capability to tell you how many orders someone has placed, or how much they’ve spent over the years, quickly identifying any “VIPs” and providing context to individual issues so the JR team can respond accordingly. By providing a better user experience and leveraging advanced e-commerce technologies, average order values and revenue on the site continue to increase as customers enjoy shopping for their old favourites with the new Shopify experience.
Once training was under way, we recommended and integrated Gorgias into their customer service offering - something which marked a substantial turning point for their day-to-day operations. Gorgias is a customer service platform that filters and categorises every single customer service query or message into one stream that can be assigned to any member of their team. Previously JR had been managing their customer service through an Outlook email, but it was becoming increasingly difficult to stay on track of all their messages. If any of the team was off on leave or out of the office, there was no way to share inboxes and reply to any unanswered emails or messages - running the risk of increasingly disgruntled shoppers at the end of the line.
With Gorgias set up, all JR voicemail messages, social media chats and emails now get filtered into one streamlined view. Gorgias also has the capability to tell you how many orders someone has placed, or how much they’ve spent over the years, quickly identifying any “VIPs” and providing context to individual issues so the JR team can respond accordingly. By providing a better user experience and leveraging advanced e-commerce technologies, average order values and revenue on the site continue to increase as customers enjoy shopping for their old favourites with the new Shopify experience.
Once training was under way, we recommended and integrated Gorgias into their customer service offering - something which marked a substantial turning point for their day-to-day operations. Gorgias is a customer service platform that filters and categorises every single customer service query or message into one stream that can be assigned to any member of their team. Previously JR had been managing their customer service through an Outlook email, but it was becoming increasingly difficult to stay on track of all their messages. If any of the team was off on leave or out of the office, there was no way to share inboxes and reply to any unanswered emails or messages - running the risk of increasingly disgruntled shoppers at the end of the line.
With Gorgias set up, all JR voicemail messages, social media chats and emails now get filtered into one streamlined view. Gorgias also has the capability to tell you how many orders someone has placed, or how much they’ve spent over the years, quickly identifying any “VIPs” and providing context to individual issues so the JR team can respond accordingly. By providing a better user experience and leveraging advanced e-commerce technologies, average order values and revenue on the site continue to increase as customers enjoy shopping for their old favourites with the new Shopify experience.
Once training was under way, we recommended and integrated Gorgias into their customer service offering - something which marked a substantial turning point for their day-to-day operations. Gorgias is a customer service platform that filters and categorises every single customer service query or message into one stream that can be assigned to any member of their team. Previously JR had been managing their customer service through an Outlook email, but it was becoming increasingly difficult to stay on track of all their messages. If any of the team was off on leave or out of the office, there was no way to share inboxes and reply to any unanswered emails or messages - running the risk of increasingly disgruntled shoppers at the end of the line.
With Gorgias set up, all JR voicemail messages, social media chats and emails now get filtered into one streamlined view. Gorgias also has the capability to tell you how many orders someone has placed, or how much they’ve spent over the years, quickly identifying any “VIPs” and providing context to individual issues so the JR team can respond accordingly. By providing a better user experience and leveraging advanced e-commerce technologies, average order values and revenue on the site continue to increase as customers enjoy shopping for their old favourites with the new Shopify experience.
Now with their Shopify migration complete, JR Pet Products are already reaping the benefits of their slicker, more sophisticated setup. Throughout 2023, Kubix has continued to work closely with their team to introduce various other integrations and improvements to the entire business.
They say you can’t teach an old dog new tricks, but JR Pet Products has proven that even the most time-honoured brands can stay ahead of the game.
If you'd like to discuss a Shopify migration or how our Operations team could help improve your business, get in touch with our team today.
Now with their Shopify migration complete, JR Pet Products are already reaping the benefits of their slicker, more sophisticated setup. Throughout 2023, Kubix has continued to work closely with their team to introduce various other integrations and improvements to the entire business.
They say you can’t teach an old dog new tricks, but JR Pet Products has proven that even the most time-honoured brands can stay ahead of the game.
If you'd like to discuss a Shopify migration or how our Operations team could help improve your business, get in touch with our team today.
Now with their Shopify migration complete, JR Pet Products are already reaping the benefits of their slicker, more sophisticated setup. Throughout 2023, Kubix has continued to work closely with their team to introduce various other integrations and improvements to the entire business.
They say you can’t teach an old dog new tricks, but JR Pet Products has proven that even the most time-honoured brands can stay ahead of the game.
If you'd like to discuss a Shopify migration or how our Operations team could help improve your business, get in touch with our team today.
Now with their Shopify migration complete, JR Pet Products are already reaping the benefits of their slicker, more sophisticated setup. Throughout 2023, Kubix has continued to work closely with their team to introduce various other integrations and improvements to the entire business.
They say you can’t teach an old dog new tricks, but JR Pet Products has proven that even the most time-honoured brands can stay ahead of the game.
If you'd like to discuss a Shopify migration or how our Operations team could help improve your business, get in touch with our team today.
Our team have built over 300 Shopify stores.
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