Case Studies
Unique Wholefood: From Rebuild to Results
25 Sept 2025
Client
Unique Wholefood, a fast-growing health food grocer in NSW
Period
December 2024 (migration) – August 2025 (results to date)
Role
Online Operations & Service Development Partner
Results Snapshot
Shopify Store Launched on 6 Jan 2025
+1,400 orders completed
+A$25k/month in recurring revenue
+180K Website Sessions (24.9x Growth)
+50% Local Delivery Service Revenue Contribution
All numbers are as at 06 Aug 2025 and are not exact figures
The challenge
Legacy Magento platform friction made simple updates slow.
A large catalogue with patchy product data reduced discoverability.
Journeys from content to checkout were inconsistent.
Owners needed a system they could run, not wrestle with.
Our Framework
Connect
Spoke with the founder to align on the dream customer and brand promises.
Audited analytics, orders, and on-site behaviour to find friction points.
Prioritised one clear goal set: grow website customers, retain customers, increase average order size.
Create
Migrated Magento to Shopify in December 2024 and rebuilt the store with a custom theme and custom coded components.
Full catalogue migration with product SEO cleanup and structured naming for filters and search.
Configured shipping, local delivery, and store pickup with clear rules.
Set up rewards, reviews, and email journeys to support retention.
Introduced a lightweight internal AI product-description workflow (SAEO prototype) to speed content on large SKUs.
Built a merchandising system for promos, bundles, and seasonal offers.
Stood up a working content-to-commerce flow so posts and stories point to focused landing paths.
Grow
Reporting on orders, AOV, and channel performance to guide the next sprint.
Ongoing CRO fixes on navigation, search, and product cards.
Weekly trade rhythm for campaigns and onsite refreshes.
Social proof and UGC blocks added to high-traffic pages.
Nurture and post-purchase flows to lift repeat purchase.
Trust sections and paid traffic landing page builds
SMS and Email marketing campaign systems
What we shipped
Shopify theme research and development with custom components
Promotions framework, bundles, and onsite merchandising
Help desk and feedback loop tied to service improvement
Content pipeline for product copy with AI assistance
Ongoing online service development and roadmap
Catalogue import, clean-up, and product SEO
Rewards, reviews, and customer journeys
Shipping, local delivery, and store pickup
Stack
Shopify, Klaviyo, Smile.io, Judge.me, ClickU, Make, Airtable etc
Outcomes and impact
The site moved from unstable, clunky and slow to stable and simple to run.
Product discovery improved, so more sessions reached PDPs and cart with less friction.
A repeatable rhythm of promotions, content, and retention flows supported steady order growth.
Social growth tied in with the store, with creator-style posts driving sessions to focused landing paths.
SEO & AEO optimisation for discoverability online and in AI search engines
The team gained clarity on what to do each week to move key numbers.
Timeline highlights
Dec 2024: Migration and rebuild
Jan 2025: Launch (6 Jan), data audit, first trade weeks
Feb: Catalogue import, SEO pass, shipping and pickup rules
Mar–Apr: Rewards, reviews, email journeys, first promos
May–Aug: CRO sprints, SEO & AEO product copy workflow
Sep: Weekly highs of +A$14k and passing 1,900 orders
Lessons worth sharing
One clear customer and one clean path beat a dozen leaky routes.
Catalogue hygiene is growth. Good data multiplies every promo you run.
Retention is a product. Reviews, rewards, and timely emails lower your CAC in slow weeks.
A small, honest trade plan done every week is stronger than big launches done rarely.
What’s next
Scaling local delivery service supported by the same growth system
Subscription and bundle testing to lift LTV
Refining post-purchase and win-back to increase repeat rate
Deeper content-to-commerce tracking with UTMs and simple dashboards
Credits
Founder: Benjamin, Unique Wholefood
Partner: Vemoyo (Wayne Choga), Online operations and growth
Want similar results?
Ready to remove friction and grow?