Dirty Clean Food

Dirty Clean Food is a sustainable food brand in Western Australia, looking to scale its digital capabilities to boost revenue and streamline operations, backed by a loyal customer base and strong mission.

Services

Shopify Plus
UI/UX Design
Custom App Development
Email Automation
ERP Integration
Ongoing Support

Challenge
Dirty Clean Food faced a series of operational and digital challenges that were limiting their growth. Their Veggie Box product required specific delivery windows, but the website lacked the functionality to enforce these rules, leading to customer confusion and incorrect scheduling. The site was built on an outdated Shopify theme, contributing to a poor mobile experience and diluted brand messaging. Despite having a highly loyal customer base, email marketing was under-utilised, leaving opportunities for repeat purchases untapped. Additionally, manual workflows and fragmented integrations between Shopify, Dear, and Xero created operational inefficiencies and made scaling difficult.
Solution

Improved usability and conversion

To address the challenges, Cultivated Commerce delivered a comprehensive strategy that included site design, email automation, custom app development and micro services to manage data processing needs beyond Cin7’s native integration capabilities.

Delivery logic, solved

A key part of the delivery was the redevelopment of a private Shopify App to manage complex delivery requirements tied to product and postcode-based delivery restrictions. The app was designed to enforce specific delivery rules, such as ensuring Veggie Boxes could only be scheduled on set days based on region, while providing a more scalable, flexible framework to support future growth.

Extending Cin7 to meet operational demands

Dirty Clean Food's operational requirements were not met by Cin7’s native integration. We built a lightweight, custom micro service to bridge the gap. This service handles data transformation, sync validation, conditional logic, and workflow automation. The result, a more flexible, resilient integration layer that adapts to the busnieses operations.

Email automation

We implemented Klaviyo to replace ad-hoc communications with strategic automated email flows such as welcome sequences, win back campaigns, post-purchase follow-ups, and cross-sell and abandoned cart recovery all aimed at increasing Lifetime Customer Value (LCV).
Results

Operational Efficiency

  • Reduced manual errors and support queries related to Veggie Box delivery by clarifying messaging and planning functionality upgrades.
  • Laid the groundwork for improved delivery route planning and integration with fulfillment systems.

Operational Efficiency

  • Maintained a strong conversion rate while increasing average order value through better upsell and cross-sell mechanics.
  • Enhanced mobile conversion, addressing the 66%+ mobile traffic that previously had UX friction

Marketing ROI

  • Opened a new sales channel through automated email flows, targeting a database that had previously gone undertilised.
  • Introduced revenue-boosting campaigns via Klaviyo to existing customers leveraging the strong repeat purchase rate

More Works

Dirty Clean Food →
Cullys Motorcycle Center →
Orbit Fitness →
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