Taking Three Stores And Turning Them Into One Mega Store Offering In The Grocery Vertical
144%
34%
22%
The Business Transition:
- Nourish Food Club is a female-run farm-to-table business that has three separate businesses that have all scaled tremendously. As part of a recent rebrand, she needed to merge these three offerings and brands into one cohesive, multi-department Shopify Plus store.
- What made this new store unique was its complex structure. Instead of a single shop, it had multiple departments within a large, unified store. Furthermore, the business needed to offer dynamic zone pricing based on the customer's zip code, which was a significant technical challenge to implement.
In just 90 days since switching to the new Arctic Grey theme, the brand's sales have soared by 144%. This incredible growth is a direct result of several strategic improvements, including a streamlined login process, better stock management, and the successful integration of Recharge subscriptions.
The Customer Journey and Transparency Were Mission-Critical
This business was built from the ground up by local farmers. It was critical that the new theme conveyed a sense of supporting a small business through compelling storytelling. Since both co-founders are still actively involved, the design needed to be transparent about their business practices and the customer's journey—from what the chickens eat to the delivery date. A majority of the business is an egg box subscription model, so we had to ensure a smooth migration of these subscriptions from their old service to Recharge.
The Challenge
Migration
Nourish Food Club came to us with three different websites and a subscriber base that had grown to over 100,000 active members. During our partnership, it was crucial to not only preserve the integrity of their existing data but also improve the entire data structure. The biggest challenge was accomplishing all of this without interrupting any of their current business operations.
SEO
The brand's SEO performance was a top priority, as they had invested significant effort into building their current search rankings. Because we were consolidating three brands into a single website, we had to implement an SEO migration strategy to ensure a smooth transition and protect the brand's hard-earned online visibility.
Zone Pricing
Due to the rising costs of shipping, inflation, and running a food business, the merchant wanted to offer zone pricing per ZIP code. This required every customer to log in, so the website could dynamically display different prices based on their U.S. ZIP code.
Membership Flow
The old membership structure was inconsistent and lacked a paper trail. As a result, Nourish Food Club required a new flow that would ensure all customers signed a membership agreement form and paid the associated fee.
The Solution
Data Consolidation & Business Continuity
We successfully migrated three separate websites and a 100,000+ member subscriber base into a single, cohesive data structure, achieving this complex consolidation without interrupting current business operations.
SEO Performance Preservation
A meticulous SEO migration strategy was implemented during the brand consolidation, which was critical in protecting the client's valuable, hard-earned search rankings and online visibility.
Dynamic Pricing Implementation
To address rising costs, we developed and deployed a zone pricing system based on customer ZIP codes, requiring mandatory login to dynamically display accurate, localized product prices.
Streamlined Membership Process
We designed and enforced a new, consistent membership flow that ensures every customer formally signs a membership agreement and pays the required fee, creating a reliable paper trail.
53% increase in total orders due bundling and subscription offering.
Total sales increased by 144% in total sales as a result of updated PDP and collection pages.
Up 15% in customer retention rate after revamping the loyalty program
Arctic Grey UI/UX Design Approach
1. Unified Information Architecture (IA) & Navigation
This approach addressed the challenge of migrating three brands into one site while protecting SEO and maximizing sales.
- Mega-Menu Structure: Implemented a comprehensive, well-organized main "Shop" menu that utilizes a mega-menu to clearly categorize products across different former brand verticals (e.g., Butcher, Bakery, Dairy, Pantry). This structure maximizes findability for over 100,000 members and supports the SEO migration strategy by clearly defining the site's content.
- Centralized Product Hub: Created a single, unified shopping experience where all product offerings are accessible via a common navigation, successfully enabling the hosting of multiple brands and product offerings under one store.
2. Mandatory Membership & Personalization Gate
The design prioritized the need for zone pricing and the new membership flow.
- Prominent Gatekeeping: The "Join Nourish" and "Log in" calls-to-action (CTAs) are highly visible and primary elements in the site header, guiding users immediately toward membership.
- Guided Onboarding Flow: Designed a clear, multi-step membership flow (sign-up/wizard) to ensure all new customers are guided through the required process of signing a membership agreement form and paying the associated fee, creating the necessary digital paper trail.
- Dynamic Pricing Display: The UI is structured to dynamically render zone pricing and product availability only after a customer has logged in (or entered their ZIP code during a checkout phase), addressing the rising costs of shipping and inflation.
3. Dedicated Subscription & Account Management
This focused on improving the overall user experience (UX) for repeat customers.
- Intuitive Dashboard: Developed a robust Account Dashboard UI specifically for members, providing clear tools for managing recurring orders. This allows customers to easily view, modify, skip, or pause their subscription boxes, delivering a better user experience with complex order types.
- Order Transparency: Ensured clear visuals and status updates are provided for all orders, crucial for products requiring specialized handling and shipping.
4. Trust, Quality, and Logistics Communication
This addressed the operational results and the need to communicate product quality.
- Clear Value Proposition: The UI heavily utilizes strong messaging and visual assets (images, icons) to clearly communicate key differentiators like "Low PUFA," "Corn & Soy Free," and "Pasture-Raised."
- Shipping Assurance: Product detail pages and checkout utilized clear iconography and messaging to reassure customers about the quality control and specialized packaging required to ship fragile products like eggs seamlessly across the country.
5. Enhanced Accessibility
The platform integration focused on ensuring the newly consolidated site was usable by a wide audience.
- Accessibility Tools: The site integrates features like text enlargement, contrast adjustments, and dyslexic fonts, demonstrating a commitment to creating an inclusive user experience.
The Results
- Platform Unification: Consolidated multiple brands and product lines under one centralized store, significantly maximizing sales potential and improving the overall user experience.
- Subscription Management: Delivered a better user experience for customers managing their subscription boxes and associated recurring orders.
- Operational Scalability: Achieved the operational capability to seamlessly host and ship sensitive, hyper-local products, such as fragile eggs, across the entire country.
Accelerate your AOV with a dynamic
Cart Drawer and gifting
UX for Cart Drawers
Effortlessly view cart contents and explore tailored product recommendations with a sleek, sliding cart drawer. Increase your average order value by showcasing relevant add-ons and 'frequently bought together' items right in the sidebar. Keep browsing without interruptions—stay on the page you’re viewing and seamlessly continue shopping without detouring to a separate cart page.
Free Shipping and Gifting Options
Displaying free shipping thresholds encourages users to add more items to qualify, leading to larger orders. In the cart drawer, users can monitor their progress in real-time. To ensure Nourish Food Club maintains healthy margins, this threshold is dynamic and calculated based on the user's zip code. This allows us to offer attainable goals for local customers while adjusting for the logistics costs of longer-distance deliveries.
Recharge Subscribe & Save Option
Offering subscriptions through Recharge enhances customer loyalty by automating repeat orders and securing recurring revenue. With the integrated Subscribe & Save toggle, customers can effortlessly convert one-time purchases into subscriptions directly within the cart drawer. This seamless experience allows Nourish Food Club to optimize inventory and increase lifetime value by offering flexible intervals and exclusive subscriber discounts at the final point of consideration.
Arctic Grey is the #1 Highest Ranked Platinum Partner on Shopify Worldwide
The Multi Award Winning Shopify Management Team at Arctic Grey
Brooke Sanderson
Merchant Success Director
Jake Amos
Co-Founder
Truc Peter
Senior Account Executive
Talia Ceraso
Senior Account Executive
Anthony Spallone
Co-Founder
Maddie Schwartz
Senior Account Executive
Giana Moretti
Senior eCommerce Manager
Sofia Jimenez
Senior eCommerce Manager
Leana Zhang
Senior eCommerce Manager
Edna Shuli
eCommerce Manager
Payton Balabanoff
Senior eCommerce Manager
Julia Matviichuk
eCommerce Manager
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 robust capabilities of Shopify’s flexible platform—featuring advanced customization options and extensive app integrations—we have laid a solid foundation for Angel Acres Food Club’s ongoing success and a promising future.
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