+$500K in subscription revenue for a premium seafood brand

Grow repeat purchases and loyalty for a premium seafood brand whose customers want a say in what goes in the box, without making promotions harder to understand.

I started by mapping where shoppers and the brand's own team got stuck:

• Discounts that didn't add up. A multi-buy offer, an email sign-up code, and a free gift over a spend threshold all had different rules, and shoppers couldn't see how they combined until checkout.
• Delivery timing. Frozen seafood ships on a tight weekly schedule, and customers had no way to choose their delivery date.
• Bundle upkeep. Creating and editing bundles, and covering out-of-stock items, took too much admin work.

• Dynamic bundles in Rebuy, so customers choose their own mix instead of picking from fixed packs, with separate setups for one-time orders and subscriptions running alongside Recharge.
• Rebuy Smart Cart, with a bundle builder that enforces a minimum order so every custom box is worth shipping, a progress bar toward the free gift, discounts shown before checkout, one-click upgrades from a one-time order to a subscription, and buy-more-save-more tiers.
• Free gift automation for subscription orders and landing page offers, added to the cart without a code.
• A delivery date picker in checkout, with notification blocks that explain shipping timing before the order is placed.
• Upsells inside checkout, plus a reorder page linked from Klaviyo emails that opens a cart already filled with the customer's last order.
• A site cleanup: broken URLs redirected, orphaned pages found, and product page content organized into structured metafields.

Project manager at Ambaum, the Shopify Plus agency behind the work. I ran the friction review, turned it into the roadmap, directed the designers and developers through the build and QA, and trained the client team on Shopify.

Subscription revenue grew $500K, average order value rose 7.6%, and orders rose 13.7%.