From a fragmented custom stack to a Shopify platform built for gut-friendly growth

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Scrumbles is a UK family-owned pet food brand making gut-friendly recipes for cats and dogs, sold direct-to-consumer and through major retailers, with subscribe-and-save at the heart of repeat purchase.

AWS to Gadget app migration

Recharge to Skio subscription migration

Custom subscription widgets

Postcode-based delivery functions

Pet recommendation quiz

Feeding calculator

Klaviyo lifecycle segmentation

Metaobjects and metafields architecture

Merchant-friendly theme customization

Subscribe & Save merchandising

Website

Year

2025–present

39 %

Gross sales lift (6 months)

29 %

Total orders lift (6 months)

10 %

Returns reduction

Scrumbles came to oContis at a growth inflection point. The storefront had accumulated years of bespoke work: custom logic lived outside the theme editor, handover documentation was thin, and a pet recommendation quiz ran on AWS rather than alongside the rest of the Shopify stack. Subscribe-and-save depended on Recharge with limited room to shape how subscriptions appeared on the storefront. Fulfilment costs varied across England, but checkout could not allocate postcode-aware shipping reliably. As a subscription-led brand scaling quickly, Scrumbles needed a partner who could consolidate that setup, migrate fragile integrations, and put day-to-day merchandising back within reach of the internal team.

oContis treated the engagement as a platform consolidation exercise: migrate the custom app from AWS to Gadget with cleaner, scalable data models; move subscriptions from Recharge to Skio with custom widgets that match Scrumbles' subscribe-and-save UX; implement Shopify delivery functions so shipping costs reflect postcode zones across England; rebuild the theme so merchandising and design systems lived in Shopify where the team could reach them; and reconnect customer-facing tools to retention infrastructure. The pet profile quiz and feeding calculator were re-platformed as maintainable custom solutions, with quiz data flowing into Klaviyo for segment-based targeting. Underneath it all, metaobject and metafield definitions were re-evaluated so content, product data, and app logic could share a consistent architecture.

Quiz app migrated to Gadget

Migrated Scrumbles' custom quiz app from AWS to Gadget, giving the merchant a modern admin interface and a codebase oContis could maintain alongside the Shopify storefront. Legacy data was sanitized and restructured so pet profiles, recommendation logic, and future feature work could scale with the business instead of depending on separate hosting and disconnected systems for everyday updates.

Pet profile quiz wired into smarter targeting

Rebuilt the frontend quiz on Shopify so customers enter pet details and receive Scrumbles product recommendations matched to their cat or dog. Quiz submissions flow into Klaviyo, assigning shoppers to segments based on pet type, life stage, and dietary needs, so email and lifecycle campaigns can target the right recipes without generic batch-and-blast messaging.

Feeding calculator for confident portion guidance

Built a custom feeding calculator that lets customers input pet age, weight, activity, and dietary preferences, then returns caloric and portion recommendations across dry and wet Scrumbles recipes. The tool reduces guesswork at purchase, supports subscribe-and-save decisions, and gives merchandising a practical utility beyond static PDP copy.

Recharge to Skio with custom subscription widgets

Migrated Scrumbles' subscribe-and-save programme from Recharge to Skio, moving active subscribers onto a platform the team could manage with more flexibility. oContis built custom subscription widgets so subscribe CTAs, plan messaging, and account flows matched Scrumbles' gut-friendly brand instead of default app chrome, giving merchandising control over how repeat purchase surfaces across PDPs and collection pages.

Delivery functions tuned to UK postcode zones

Built custom Shopify delivery functions so Scrumbles can allocate the correct shipping costs at checkout based on customer postcode and region across England. The logic replaces one-size-fits-all rates with zone-aware pricing that reflects real fulfilment cost differences, protecting margin on heavier pet food orders while keeping quoted delivery fair for customers wherever they shop.

Theme migration built for merchant control

Migrated Scrumbles onto a customizable Shopify 2.0 build that exposes sections, design tokens, and campaign surfaces to the internal team. Homepage storytelling, cat and dog shop hubs, and subscription merchandising can now be updated without a developer ticket for every seasonal push.

Backend data architecture rebuilt for reuse

Redefined Scrumbles' metaobject and metafield layer so product, content, and app data share consistent definitions across the storefront. The work removed duplication, improved admin clarity, and gave custom apps and theme sections a single source of truth to pull from as the catalogue and subscription range grows.

Scrumbles now runs on infrastructure the team can access, iterate, and scale: Gadget-backed custom apps, Skio-powered subscriptions with bespoke storefront widgets, postcode-aware delivery functions at checkout, a merchant-friendly Shopify theme, and a restructured data layer that supports both storefront content and retention tooling. Quiz-driven Klaviyo segmentation lifted gross sales by 39% and total orders by 29% over six months, while returns fell 10% as customers received better-matched recommendations and clearer feeding guidance. For a technically scoped consumables brand, the outcome is a stack the internal team can run with confidence, and a foundation ready for the next phase of gut-friendly growth.