Case Study: Jimmy Joy – Seamless Consolidation of Two Localized Stores on Shopify Plus

Client :  Jimmy Joy

Industry:   Health & Nutrition (Meal Replacements)

Service Focus:  Shopify Plus Store Consolidation

Client Overview:

Jimmy Joy is a well-known provider of meal replacements, serving a global customer base that spans 88 countries. With impressive scale, they sell 10 meals per minute and have sold over 45,000,000 meals worldwide. Previously, they managed their e-commerce operations across two distinct Shopify Plus storefronts: one specifically tailored for customers in the Netherlands (NL) and a separate International (INT) store for all other regions.

    The Problem:

    Maintaining two separate Shopify Plus stores created significant operational and strategic challenges for Jimmy Joy. This included:

    • Fragmented Operations
      : Backend management, including promotions and fulfillment, was less streamlined and required duplicated efforts across the two stores.
    • Siloed Data
      : Analytics and CRM data were split, making it difficult to gain a unified view of customer behavior and overall business performance.
    • Duplicated Efforts
      : Teams faced unnecessary duplication in areas like CRO testing, UX improvements, and product management.
    Jimmy Joy sought to unify their operations and data to support more efficient management and clearer insights.

    The Objective:

    The primary objective was to merge Jimmy Joy's separate NL store into their existing INT store, resulting in a single, unified Shopify Plus storefront. This consolidation aimed to streamline backend operations, unify analytics and CRM, simplify the customer journey and promotions, and centralize CRO, UX, and product management efforts.

    Project Scope & Execution:

    Frontleft partnered with Jimmy Joy to execute a strategic consolidation project, merging their NL store into their existing INT Shopify Plus environment. Our focus was on a seamless technical execution that would unify their operations and data. Key aspects of the project included:

    • Subscription Data Migration
      :  Meticulously migrating sensitive subscription data from the NL store's Recharge environment into the INT store's Recharge setup.
    • Localization Implementation
      : Integrating Dutch content into the INT store and configuring Shopify Markets alongside Translate & Adapt features to handle seamless multi-lingual content (Dutch and English).
    • Comprehensive Redirects & SEO
      : Implementing crucial redirects for all existing URLs from the NL store to their corresponding pages on the unified INT store to preserve SEO continuity and minimize traffic impact.
    • Technical Stack Unification
      : Consolidating all apps, integrations, and analytics tools to operate from the single, central store, including Recharge, Smile Loyalty Program (ensuring points migration), Klaviyo, Google Analytics, and their CRO testing stack.

    Our technical execution prioritized data integrity and operational continuity throughout the consolidation process.

    The Results:

    The successful consolidation of Jimmy Joy's two Shopify Plus stores delivered significant strategic outcomes:

    • Simplified Operational Benefits
      : Achieved easier promotion management, unified CRO testing, streamlined UX improvements, and significantly reduced duplication across development and marketing teams. New launches became simpler with only one store to manage.
    • Enhanced Retention & Subscription Focus
      : Consolidating all subscribers under one roof improved subscriber communication, reporting, and targeting, enabling the launch of subscription-wide campaigns.
    • Improved Data Clarity
      : Gained cleaner, unified analytics from Recharge and Shopify, making it easier to track key performance indicators and ARPU across all customer types and markets.
    • Increased Marketing Confidence
      : The successful replatforming empowered the marketing team to confidently invest in paid media and email campaigns.