Brookvale Pet Supplies — Ecommerce Rebuild
A pet supplies store rebuilt on Shopify with subscriptions and auto-delivery — conversion rate nearly tripled.
TL;DR
- Challenge:
- A pet supplies store with 1.1% conversion, mandatory account creation, no subscription option for recurring purchases.
- Approach:
- Shopify rebuild with Recharge subscriptions, guest checkout, Apple Pay, breed-specific recommendations.
- Result:
- 2.9x conversion rate improvement, $8,400/month subscription revenue, repeat purchase rate up 145%.
Key Results at a Glance
2.9x
Conversion rate
New
Subscription revenue
+145%
Repeat purchase rate
Client Context
Business Type
Pet supplies retailer (food, toys, health)
Founded
2018
Team Size
5 staff + owner
Market
Northern Beaches Sydney + AU-wide shipping
Revenue Tier
$680K annual revenue
Stack Before
Legacy platform, manual reorder emails, no subscriptions
The Challenge
The existing site had no subscription option for recurring purchases (food, flea treatments), no auto-delivery, and the checkout required account creation — killing mobile conversions.
Goals & KPIs
North-Star Metric
Build subscription revenue to $10K MRR and 3x conversion rate within 6 months
Supporting KPIs
Subscription MRR
Target: $10K+
Conversion rate
Target: 3%+
Repeat purchase rate
Target: 50%+
Cart abandonment
Target: Below 50%
Mobile conversion
Target: 2.5%+
Discovery & Research
Audit Findings
- •Mandatory account creation before checkout
- •No Apple Pay / Google Pay
- •Zero subscription option
- •Product pages had no breed recommendations
- •No AusPost tracking integration
Baseline Issues
- •1.1% conversion rate
- •Zero subscription revenue
- •22% repeat purchase rate
- •AOV: $58
Competitor Insight
Top AU pet ecommerce brands had 60%+ subscription penetration, guest checkout, and breed-specific recommendation engines lifting AOV 40%.
Audience Insight
Pet owners buy the same food + treats on cycle — 82% would sign up for auto-delivery with a small discount if the friction was low.
Strategy
Core Hypothesis
“If we add Recharge subscriptions with a 10% subscribe-and-save discount plus remove checkout friction, then subscription revenue will hit $8K+/month because pet food is inherently repeat.”
Positioning Shift
Repositioned from "pet supplies" to "Northern Beaches' local pet store with auto-delivery Australia-wide" — local trust + convenience.
Channel Mix
Shopify rebuild · 40%
Foundation
Recharge subscription · 30%
Recurring revenue
Checkout optimisation · 20%
Guest checkout + BNPL
Recommendation engine · 10%
AOV lift
Our Approach
Shopify rebuild with subscriptions
Built on Shopify with Recharge for subscriptions — customers set up auto-delivery for pet food and treatments with a 10% subscribe-and-save discount.
Guest checkout & mobile UX
Removed mandatory account creation, added Apple Pay and Google Pay, and redesigned the product page with breed-specific recommendations.
AusPost integration & tracking
Integrated AusPost real-time shipping rates and automated tracking notifications — plus free shipping over $79 for Northern Beaches locals.
Phased Roadmap
Weeks 1–2
Discovery + Design
- →UX audit + benchmarking
- →Design system rebuild
- →Subscription flow wireframes
- →Recommendation logic scoping
Weeks 3–7
Build
- →Shopify custom theme
- →Recharge subscription integration
- →Guest checkout + Apple/Google Pay
- →Breed recommendation engine
Weeks 8–9
Launch + Optimise
- →Data migration
- →AusPost live rates + tracking
- →Free shipping over $79
- →Post-launch A/B testing
What We Built
The Results
Monthly Subscription MRR (AUD)
Before vs After — 6 Months
| Metric | Before | After | Change |
|---|---|---|---|
| Conversion rate | 1.1% | 3.2% | 2.9x |
| Subscription revenue | $0 | $8,400/month | New |
| Repeat purchase rate | 22% | 54% | +145% |
“The subscription model changed everything. We now have predictable revenue and customers love the auto-delivery.”
Chris B.
Owner, Pet Supplies Store
Key Insights
- →Subscription penetration reached 34% by month 6 — pet food is a subscription-perfect category
- →Guest checkout lifted conversion 42% overnight — mandatory accounts kill sales
- →Breed-specific recommendations lifted AOV 28% via cross-sell
- →Northern Beaches free-shipping campaign built local loyalty — repeat customers came from there
What's Next
Launching a mobile app for subscription management, adding a vet consultation booking system, and expanding into private-label pet food.
Ready to see similar results?
Book a free strategy call — we'll audit your current setup and map out what growth looks like for your business.
Services Used
Representative case study. Figures illustrate the type of outcomes achievable through these strategies for Australian businesses; individual results vary based on market, budget and starting position.