Carluccio's Coffee Subscription

Carluccio’s wanted to launch a coffee subscription service that would fit cohesively within their existing Shopify ecosystem and provide an intuitive, frictionless user experience. Aligned with the brand’s premium look and feel, they wanted to offer flexible subscription options which would integrate seamlessly with backend operations and fulfillment.

We began by initiating a discovery workshop to understand the full process and user journey that Carluccio’s needed to provide. Once we had an understanding of the process, we provided some improvements to allow for the user experience to be as efficient as possible.

During our design evaluation, we highlighted the key user touch points within the journey (landing page, collection page and product detail page), and created bespoke designs that reflected Carluccio’s style and branding, to make sure this new subscription journey caught the eyes of their customers, but was also incredibly intuitive to use.

Given Carluccio’s mobile-first audience, it was also crucial to make sure that this journey was responsive and optimised for all devices. We created high-fidelity designs for both desktop and mobile, that went through a feedback and sign off process from the client to make sure all stakeholders were happy with the finalised design.

There are a number of subscription platforms available within Shopify, including Shopify’s own. Having reviewed Carluccio’s requirements - and their goals for the future for more subscription offerings - we opted to use the well-proven ReCharge app to handle the subscriptions.

ReCharge gave Carluccio’s the flexibility they wanted to offer their customers in terms of adding and editing subscription orders, but it didn’t allow the quantity based discounts that Carluccio’s wanted to offer their customers. To incentivise a higher order value, the price per pack reduces the more the customer has in their order, so we had to do some bespoke development to work around this limitation within ReCharge.

We devised a system to allow the pricing to be set based on the quantity that used standard Shopify features in the admin, and then hid all of the complexity within the theme code. So both Carluccio’s admins and their customers had a simple, intuitive experience, leaving the bespoke development to do the heavy lifting.

We also worked with Carluccio’s ERP partner to make sure that these new subscription orders were processed correctly to allow smooth fulfillment when the new feature launched.