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Melting Old Systems: How Iceman Scaled Smarter with Shopify
Iceman is a premier ice delivery service based in the metro areas of Atlanta and Nashville, with continued expansion into surrounding regions. Serving both residential and commercial clients—including bars, restaurants, caterers, festivals, and private parties—they’ve built a reputation for reliable, high-volume delivery. In addition to ice, Iceman offers a standout snow installation service, transforming outdoor spaces into true winter wonderlands using real snow made from ice. We partnered with Iceman to elevate their Shopify storefront with a focus on multi-location delivery, improved user experience, and seamless integration with their last-mile delivery platform, Onfleet. The redesigned site features a custom delivery calendar organized by product type, optimized ordering flows, and high-converting landing pages for their Snow for Events service. This case study explores how our strategic design and development solutions helped Iceman boost operational efficiency, increase fulfilled orders by 24%, and lay the foundation for scalable growth across both ice and snow service markets.
41%
With a seamless, intuitive online platform, Iceman increased their sales by 41%.
24%
24% boost in order fulfillment through delivery system integration.
12%
Clear Product Differentiation and Shopify Bundles increased AOV by 12%
The Challenge
When we partnered with Iceman to enhance their Shopify store, several logistical and technical challenges had to be addressed to ensure a smooth delivery experience and scalable infrastructure. One of the primary hurdles was identifying a last-mile delivery partner that could support real-time order tracking and dynamic route management. At the same time, the variety of products offered—ranging from standard ice deliveries to large-scale snow installations—required distinct calendar logic and scheduling flows. The complexity was further heightened by the need to segment orders by geo-location, as service areas across Atlanta and Nashville had to be routed to different operational teams. Solving these issues demanded a tailored approach to both the customer experience and backend operations, setting the foundation for Iceman’s ongoing growth and efficiency.
The Solution
Our collaboration with Iceman began with a clear focus: to streamline delivery operations, support location-specific logistics, and elevate the online ordering experience across both ice and snow services. With a multi-faceted business model and expanding service areas, our goal was to design a Shopify site that could scale alongside Iceman’s growth. Throughout the process, we achieved the following milestones:
- Onfleet Integration for Last-Mile Delivery: Worked with Onfleet to enable real-time order tracking and efficient route management, ensuring timely deliveries across all service areas.
- Custom Delivery Calendar: Built a tailored calendar experience to collect preferred delivery dates and time windows, with logic variations based on product type and location.
- Dynamic Product Detail Pages (PDPs): Developed unique PDPs that align with different service offerings—from standard deliveries to full-scale snow events—enhancing clarity and conversion.
- Shopify Bundles for Event Orders: Used Shopify’s bundling features to streamline purchasing for Ice for Event packages, simplifying complex orders for large-scale needs.
- Google Calendar Sync for Event Management: Integrated with Google Calendar to help Iceman's internal teams manage bookings and event timelines with ease.
- Location-Based Order Segmentation: Configured backend logic to automatically assign orders to the appropriate operational team based on geo-location, ensuring efficient fulfillment in both Atlanta and Nashville.
Partnering with Arctic Grey has helped us improve efficiency across the board. The system they built for us is streamlined, making it easier to manage orders while providing a better experience for our customers. The integration of our final-mile delivery platform has also been a game-changer, ensuring that orders are processed and fulfilled smoothly. Overall, the new system has allowed us to operate more effectively while keeping the ordering process simple and hassle-free for our customers.
Sales
%
%
%
Arctic Grey UI/UX Design Approach.
Improving the desktop user experience for Iceman played a key role in enhancing the overall customer journey. By streamlining navigation, simplifying the delivery selection process, and making key service details more accessible, we reduced friction and increased ordering efficiency. This led to higher engagement, fewer abandoned carts, and ultimately contributed to a measurable lift in both average order value and fulfillment rates.
Enhancing the mobile experience was crucial for Iceman, as many customers—especially event planners and on-the-go business owners—place orders from their phones. We optimized the mobile interface for speed, clarity, and ease of use, ensuring that users could quickly select products, schedule deliveries, and check out without frustration. This mobile-first approach not only improved conversion rates but also expanded Iceman’s reach to customers who rely on convenience and flexibility when placing last-minute or location-sensitive orders.
The Results
Improved Delivery Flow with Real-Time Tracking: Through the integration of Onfleet, we provided Iceman with a robust last-mile delivery solution that supports real-time tracking and streamlined route management. This significantly improved operational efficiency, reduced delivery errors, and contributed to a 24% increase in fulfilled orders. Customers now have greater visibility into their orders, fostering trust and repeat purchases.
Custom Calendars and Smart Scheduling Increased Order Accuracy: We developed a custom delivery calendar system tailored by product type and geo-location, simplifying the scheduling process for both customers and Iceman’s internal team. This ensured that each order was properly routed and timed, reducing logistical confusion and boosting customer satisfaction with on-time, accurate deliveries.
Enhanced Mobile and Desktop UX for Higher Engagement and Conversions: By refining both the mobile and desktop experiences, we ensured that users—whether planning a last-minute snow event or ordering bulk ice for a business—could navigate and place orders with ease. The streamlined UI led to increased sessions, improved conversion rates, and a 12% lift in average order value.
Expanded Service Awareness with Dedicated Landing Pages: We designed and launched targeted landing pages to spotlight Iceman’s Snow for Events service. These pages were optimized for discoverability and conversion, helping Iceman attract new audiences and drive more inquiries for their unique outdoor snow installations—solidifying their market presence beyond standard ice delivery.
Our Process
Discover
Define
Develop
Quality Assurance
Deliver
A/B Testing
01 Research
We start our partnership with a client with a kick-off call with a dedicated member of our Success Management team. There, we discuss the site in detail, UX and UI goals, any existing pain-points, and potential solutions. Our team of Success Managers have extensive knowledge of Shopify, and provide ongoing support and daily communication to our clients.
02 Branding
We believe in the power of simplicity and strive to create eCommerce solutions that embody both elegance and functionality.
03 UX Design
From there, we dive right in to the branding and UX design with our talented team of designers. Our focus on delivering results has solidified our commitment to crafting the finest Shopify experiences through dynamic and beautiful UX and UI, and The Cashmere Sale was no exception.
04 UI Design
Our global team of developers are unparalleled in the pursuit of perfection of creating dynamic and responsive themes, that also allows a merchant the ability to manage their site through advanced customization features.
05 Development
We are multi-award winning Shopify Plus Design & Development Firm.
At Arctic Grey, we craft the most exceptional eCommerce solutions for Enterprise Merchants worldwide. Our commitment to excellence is evident in the overwhelmingly positive feedback from our clients, with over 500 Five Star Reviews.
06 Quality Assurance
Our talented Quality Assurance team test each element of a new site, from both a technical and user’s perspective. They are true perfectionists, and have extensive knowledge of UX and UI best practices on all mobile and desktop devices.
07 A/B Testing
AB Testing is crucial, and we are passionate about delivering excellence for our clients by using clear, data-driven results driving all decision making.
The Multi Award Winning Shopify Management Team at Arctic Grey
Brooke Sanderson
Merchant Success Director
Jake Amos
Co-Founder
Truc Peter
Senior Account Executive
Giana Moretti
Senior eCommerce Manager
Anthony Spallone
Co-Founder
Thiara Fernández
Account Executive
Caroline Jay
eCommerce Manager
Hugo Silva
Senior Solutions Architect
Maddie Schwartz
Senior Account Executive
Best Website Design 2022
Best Web Developers in New York 2022
Top Web Developers 2020
Top Web Developers 2024
Enterprise Shopify Plus
Best Development 2021
Top Digital Agency 2024
Best Shopify Agency
Best Support 2021
Engineering each solution
Arctic Grey employs an innovative approach to enhancing customer experience. Through targeted research, we’ve identified and addressed potential points of confusion in our product offerings. This allows us to refine the user journey, creating a more seamless and engaging shopping experience. Our insights will continue to guide future project developments.
Throughout this project, we have delivered and continue to provide the following services and benefits:
- Strategic Product Placement – Maximizes visibility and ease of discovery for customers.
- Email Marketing Optimization – Boosts engagement and drives repeat purchases.
- Custom Upsell Cart Drawer – Increases average order value with tailored recommendations.
- Fully Responsive Experience – Ensures smooth navigation across all devices.
- Site Speed Optimization – Reduces load times, improving customer satisfaction.
- CRO & AOV Optimizations – Drives conversion rates and revenue growth.
- Core Web Vitals Management – Enhances site health and performance metrics.
- 24/7 On-Demand Support – Provides continuous assistance for uninterrupted service.
- End-to-End (E2E) Shopping Experience – Delivers a cohesive and streamlined shopping journey.
The Conclusion
Through our partnership and the powerful capabilities of Shopify’s flexible platform, advanced customization features, and extensive app integrations, we’ve set the foundation for Iceman continued success and a bright future.
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