Ethical Luxury Food — D2C
Edenmooreformerly Pipers Farm
The Challenge
Edenmoore — a 30-year-old, award-winning British meat brand — had built genuine customer loyalty over three decades. Their product was exceptional. Their digital infrastructure was not keeping pace.
The store was running on Shopify's legacy checkout. The cart required full page reloads at every step — friction that compounds invisibly but costs measurably. Post-purchase attribution data was non-existent: the team had no reliable way to know which channels were actually driving revenue. And despite the brand's authority, their organic search performance was underperforming relative to what the domain had earned.
They didn't need an agency. They needed a development partner who could embed with their e-commerce team, move at the speed of a high-growth brand, and protect the trust their customers had taken three decades to give them.
What DaaS Labs Built
Drawer Cart — Eliminating the Drop-off Moment
The single highest-friction moment in most Shopify stores is the transition from product page to cart. We rebuilt the cart experience as an in-page drawer — customers can add items, review their basket, and move to checkout without ever leaving the product page. The effect is immediacy: the buying momentum never breaks.
Checkout Modernisation — From Legacy to Production-Ready
Edenmoore was still running on Shopify's legacy checkout architecture — a system that Shopify has been actively deprecating. We scoped and executed the full migration to Shopify's current checkout infrastructure, rebuilding every piece of custom logic that the legacy system had accumulated. The result: a checkout that's faster, fully mobile-optimised, and built on an architecture that won't require emergency surgery when Shopify ends legacy support.
Attribution Intelligence — A Custom Post-Checkout Survey App
Most brands running at this scale are making channel investment decisions on incomplete data. We built a bespoke post-checkout survey application that captures customer attribution directly inside the thank-you flow — seamlessly, without disrupting the post-purchase experience. For the first time, Edenmoore's e-commerce team had reliable, first-party signal on which channels were actually converting.
Klaviyo Integration — Unlocking Email as a Retention Engine
We connected Klaviyo to the store's customer data layer with full behavioural event mapping — cart activity, purchase history, browse patterns, post-purchase sequences. The email channel went from a broadcast tool to a precision retention instrument. Flows that were previously impossible to trigger are now running automatically.
Technical SEO & GEO — Protecting the Organic Channel
We audited and rebuilt the store's technical SEO foundation: crawlability, structured data markup, Core Web Vitals, and internal linking architecture. We also implemented Generative Engine Optimisation — ensuring Edenmoore's brand and product information is accurately represented in AI-powered search surfaces as the discovery landscape continues to shift. The organic channel is an asset. We treated it like one.
Continuous Development — An Embedded Partner, Not a Ticket Queue
Beyond the major build initiatives, our team operated as a permanent extension of the Edenmoore e-commerce function — bug resolution, UI refinements, landing page deployments, loyalty integrations, proactive recommendations. The difference between an agency that executes tickets and a partner that brings new ideas to the table is the difference between maintenance and momentum.
"The DaaS Labs has provided development support for over a year and has been exceptional to work with — from clear communication to exceeding results. Working with Aftab and the team has been a pleasure from start to finish."
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