Case study overview
The work behind the result.
The Challenge
Salty Paws had an established website built on Wix, but as the brand continued to grow, it needed a more flexible digital foundation that could support much more than a traditional brand website.
The new experience needed to support subscriptions, one-time purchases, customer data collection, events, franchise lead generation, content, email marketing, customer enquiries, and a growing network of physical locations — while keeping the customer journey simple and the brand experience consistent.
The goal wasn't simply to redesign the website. It was to build a scalable subscription and ecommerce ecosystem that could grow alongside the business.
The Solution
A Complete Subscription & Ecommerce Experience
We migrated the Salty Paws website from Wix to Subbly and redesigned the experience around the way the business operates today — and where it is heading next.
The new platform brings multiple customer journeys together in one cohesive experience, including subscriptions, one-time purchases, events, franchise enquiries, content, email marketing, and location discovery.
Personalized Subscription Journey
We created a dedicated Subscribe to Salty Paws Box experience using Subbly's native survey logic.
Instead of sending every customer through the same generic subscription flow, the quiz collects information about the customer and their dog before guiding them toward the most appropriate subscription plan.
This creates a more personalized onboarding experience while giving Salty Paws useful customer information from the start.
Built with:
Subbly subscriptions
Native survey logic
Personalized customer journey
Customer and pet data collection
Subscription plan selection
Flexible One-Time Shop
Alongside subscriptions, we built a complete ecommerce shop for one-time purchases.
Customers can browse products by category and price, while the Salty Paws team can easily manage the product catalog as the business evolves.
The shop supports a flexible product structure designed to make adding new products or removing existing products straightforward.
The experience includes:
One-time products
Category filtering
Price filtering
Flexible product management
Responsive ecommerce experience
Clean, Conversion-Focused Checkout
We implemented Subbly's traditional checkout experience to keep the purchasing journey clean, focused, and easy to understand.
Important customer, shipping, payment, and order information is presented in one streamlined checkout experience.
We also connected Stripe to support card payments and implemented the required shipping logic for the Salty Paws purchasing journey.
Forms & Lead Capture
The website includes several customer-facing forms for different business journeys, including event bookings and franchise enquiries.
We connected Web3Forms to handle form submissions and ensure enquiries are delivered directly to the appropriate team.
We also implemented CAPTCHA protection across the relevant forms to help prevent spam and unwanted submissions while keeping the forms straightforward for customers to use.
Built with:
Web3Forms
CAPTCHA protection
Event enquiry forms
Franchise enquiry forms
Customer lead capture
Beyond Subscriptions
The website needed to support the wider Salty Paws business, not just recurring purchases.
Content & Blog
We connected Contentful to the website to give the Salty Paws team a flexible content management system for their blog and ongoing brand content.
This allows the team to manage and publish new content without requiring changes to the core website.
Events
We created a dedicated events experience where Salty Paws can showcase upcoming events and provide customers with a clear path to learn more and book their own events.
Event Booking
A dedicated Book Your Event journey was created to capture enquiries from customers interested in hosting events with Salty Paws.
The form-based experience collects the information needed by the team to understand each event enquiry and follow up with the customer.
Franchise Lead Generation
We also created a dedicated Join the Franchise experience designed to capture information from potential franchise partners and provide a clear path into the franchise enquiry process.
This creates a dedicated conversion journey for one of the brand's key growth opportunities.
Email & Customer Communication
We connected Mailchimp to the website to support newsletter sign-ups and ongoing customer communication.
This gives Salty Paws a dedicated channel for building and maintaining its customer audience beyond the website itself.
The integration also allows the website to support the brand's ongoing marketing activity as the customer base grows.
Store Locator
As Salty Paws expands its physical presence, customers need an easy way to find their nearest location.
We created a dedicated Store Locator experience with an interactive map showing the current Salty Paws HQ and franchise locations.
The structure is designed to scale with the business as new franchise locations are added, providing customers with a simple way to discover the growing Salty Paws network.
Built to Scale
One Website Became a Franchise Platform
One of the biggest opportunities in the project was creating a foundation that could support Salty Paws beyond its main website.
We created the main Salty Paws website as the foundation for a repeatable franchise website system.
From the original website, we created localized franchise websites for individual Salty Paws franchise operators while maintaining the core design system, structure, and brand experience.
7 Franchise Websites Launched
The system currently supports 7 live franchise websites, with the potential to scale to 30+ additional locations as the Salty Paws franchise network continues to grow.
This means every new franchise location can benefit from an established digital foundation rather than starting from scratch.
The approach also allows the franchise network to maintain a consistent brand experience while giving individual locations their own localized web presence.
Design & Optimization
The platform migration was accompanied by a complete website level-up across the customer experience.
We improved:
Responsive Experience Optimized layouts and interactions across desktop, tablet, and mobile.
Visual Design Refined the overall design system, hierarchy, spacing, navigation, and presentation.
Customer Journey Created clearer paths for subscriptions, shopping, events, franchise enquiries, newsletter sign-ups, and location discovery.
SEO Improved the website structure and SEO foundations across the new experience.
Conversion Experience Designed clearer calls to action and more focused journeys around the key actions the business wants customers to take.
Scalability Built reusable structures that can support new products, content, locations, and franchise websites as the business grows.
The Outcome
Salty Paws moved from a traditional Wix website to a flexible, subscription-first digital platform capable of supporting multiple areas of the growing business.
The new ecosystem brings together:
Subscriptions Personalized subscription journeys built around customer and dog information.
Ecommerce A flexible one-time product shop with category and price filtering.
Checkout A clean Subbly checkout experience with Stripe payments and shipping logic.
Content A scalable blog powered by Contentful.
Events Event discovery and dedicated booking journeys.
Lead Generation Web3Forms-powered customer and franchise enquiries with CAPTCHA protection.
Email Mailchimp integration for newsletter and ongoing customer communication.
Franchise Dedicated franchise lead generation and a repeatable website system.
Locations An interactive Store Locator showing current HQ and franchise locations.
Scalability 7 franchise websites launched with a foundation designed to support 30+ additional locations.
From One Website to a Growing Digital Ecosystem
The Salty Paws project demonstrates what happens when a subscription website is built around the entire business rather than just the storefront.
From migrating the platform and creating a personalized subscription journey to building ecommerce, events, franchise infrastructure, location discovery, lead capture, email marketing, and a scalable multi-site system, the result is a digital foundation designed to grow with the brand.
The project also created a repeatable framework for Salty Paws' franchise expansion, allowing new locations to launch on an established digital foundation while maintaining a consistent brand experience.
Building a Subscription Business That Needs to Scale?
Whether you're starting from scratch, migrating an existing website, or looking to build a subscription experience that can grow with your business, we can help.