Cutter & Squidge.

Upgrading to Shopify Plus & creating bespoke delivery functionality.

Already operating on Shopify, Cutter & Squidge needed a full rebuild and upgrade to Shopify Plus to support future growth. The team also aimed to expand their nationwide offering while maintaining the integrity of delicate, perishable products during delivery.

To succeed, they needed:

- A reliable Shopify Plus foundation that gave them more control.

- A highly bespoke date and delivery experience that ensured products arrived at the right time, in the right condition.

- A site designed around customer needs and aligned with internal operational workflows.

This required more than a technical upgrade. It called for a journey-led approach to understand how customers choose, personalise and receive freshly baked goods, and how those journeys could be streamlined to remove friction and increase trust.

Building a stronger foundation with Shopify Plus.

We rebuilt the site from the ground up on Shopify Plus to establish a scalable, stable platform that matched the team’s long-term ambitions. Shopify Plus also gave Cutter & Squidge greater autonomy across merchandising, promotions and partner integrations.

This upgrade supported journey-led growth by giving the brand the infrastructure to continuously optimise customer touchpoints, rather than relying on one-off fixes or heavy development bottlenecks.

Designing a flexible, distinctive theme.

The Cutter & Squidge team wanted a fresh, colourful design that captured the character of their products and packaging. We created a bespoke theme that gives them full visual control, including configurable background colours for gallery images and flexible layout options such as single or double-width hero banners and adjustable bestseller sliders.

This design system supports seamless experimentation across the customer journey, enabling the brand to react quickly to seasonal campaigns, new product launches and customer insights.

Creating a custom delivery experience for perishable products.

Delivery was the core operational challenge. To protect product quality and improve convenience for customers, we built a custom date and delivery selector app tailored specifically to perishable goods.

The app provides granular control across:

- London versus nationwide delivery windows

- Product-specific delivery rules

- Accurate slot availability that reflects production capacity

This functionality reduces friction for customers, increases clarity at checkout and supports the team’s internal processes by aligning production, dispatch and delivery into one coherent journey.

Integrations to enhance customer experience.

We also implemented collections and search supported by Boost Commerce, reviews powered by Reviews.io, email flows via Drip, and wishlist functionality with Smart Wishlist. Each integration was chosen to enhance key touchpoints across the customer journey and provide reliable data to guide ongoing optimisation.

A stronger customer journey & a platform ready for long-term growth.

The new Cutter & Squidge site provides a more intuitive, transparent and trustworthy experience for customers. The journey from product discovery to delivery selection is now cohesive, reducing friction at key decision points and supporting higher customer confidence.

Cutter & Squidge now has a platform that supports journey-led growth, enabling the brand to continually refine customer experiences while building toward long-term commercial goals.

And the icing on the cake for this project? Erin Bishop, eCommerce Manager at Cutter & Squidge, says “blubolt’s Date & Delivery Selector App has been a big win for us. It’s increased customer trust and saved us countless hours in administration! With the app, our customers now have more choice and a more accurate timeframe for deliveries.”