Thousands of products, collections that look after themselves

The problem

Tilly's Treat Cupboard opened in Scunthorpe in 2021, selling raw dog food, natural treats and pet supplies to a community that knows exactly what it wants. Helen and the team know their stuff, and their customers ask proper questions.

The website was the weak part. They were on Square, which is fine for taking payments in a shop and less fine for running an online store with thousands of products. Finding anything meant already knowing it was there, and every new product added to the pile rather than into a structure.

What we did

We migrated everything to Shopify in 2022. Products, customers, order history, the lot. Shopify POS went in at the same time, so the till in Scunthorpe and the website work off the same stock rather than two versions of the truth.

The real job was organisation. With that many products, hand-building collections is a losing game, so we set them up as rules instead. A new raw food line gets added once and appears everywhere it should, without anyone having to remember to file it.

Three years on we rebuilt it. A new theme, proper use of Shopify 2.0 sections and metafields so product information is structured rather than typed into a description box, and a subscription programme for the customers buying the same raw food every month. Repeat purchase is the whole shape of this business, and the site now works with that instead of around it.

Outcome

The rebuilt store launched in July 2025.

Comparing May 2026 with May 2025, online sales were up 14 per cent and average order value up 7 per cent, with local delivery revenue up 41 per cent. Those figures exclude subscription orders, so the true picture is better than the numbers show.

We run the SEO and the email campaigns, and Helen uses us as a sounding board as much as a supplier. That's the part I like most about the job.

‍