Case Study: Wilfreds award winning pies, pasties& sweet treats
A new Shopify Website Design
At a glance:
Created a new standalone Shopify store to elevate the Wilfred’s brand.
Designed a premium look and feel for pies, pasties and handmade treats.
Built a high-converting “Build a Pie Bundle” feature - the top-selling product.
Integrated subscriptions, flexible delivery dates, and gift messaging.
Generated over £70k a year in email revenue through Klaviyo campaigns & flows.
Site sales have more than tripled in 2 years, with 100,000+ pies sold.
Client Overview: ISOtunes.
Wilfred’s is a premium pie and pastry brand based on the edge of the Gower peninsula in Wales. Originally part of Lewis Pies, the Wilfred’s range was created to celebrate handcrafted baking, quality Welsh ingredients, and a more refined approach to classic comfort food. With products spanning from steak pies to sweet tarts, bara brith and Welshcakes, the brand offers a nostalgic, indulgent treat for every kind of customer.
The Challenge.
Wilfred’s needed a standalone ecommerce presence that felt distinct, elevated and built for growth. The previous structure under the Lewis Pies umbrella wasn’t suited to a luxury positioning, and the team wanted full control over design, merchandising, marketing and product expansion. The goal was to launch a completely new online shop that could serve both gifting customers and regular repeat buyers, and turn Wilfred’s into a national brand.
What We Did.
01. A Brand-New Shopify Store
We designed and built a Shopify site crafted to reflect the brand’s quality and warmth. From typography to colour palette and imagery, everything was tailored to communicate heritage and indulgence.
02. Smarter Checkout Options
We added options like gift messages, pre-selected delivery dates, and multi-pack formats to reduce friction and increase conversions - especially around peak times like Christmas and Father’s Day.
03. Build Your Own Pie Bundle
To boost average order value and give customers choice, we created a fully customised “Build Your Own Pie Bundle” feature. It quickly became the best-performing product on the site, with customers loving the ability to mix and match pies to suit their taste.
04. Automated Email Marketing
We launched 15+ Klaviyo flows, including abandoned basket, browse abandonment, replenishment, back-in-stock, and first-purchase follow-ups - all customised for the Wilfred’s audience and product range.
05. Enhanced Product Pages
Each products from savoury pies to goeey chocolatey brownies got a tailored product layout, with detailed content, lifestyle photography, upsells, and trust-building features like reviews and delivery info.
06. Ongoing Optimisation
Post-launch, we’ve supported Wilfred’s with site updates, seasonal campaigns, new product rollouts, merchandising tweaks, and marketing strategy, making continuous improvements month after month.
The Results.
Since launch, revenue has grown by over 250%, with more than 7,500 orders placed and over 100,000 pies sold. Email marketing alone now accounts for more than £70,000 in annual sales, and customer feedback has been overwhelmingly positive with 1,500+ verified reviews and a growing base of loyal repeat buyers. The site has transformed from a simple shop into a full-scale D2C growth engine.
What's Next?
Wilfred’s continues to expand its product range and reach new audiences through email, seasonal campaigns and QVC TV shopping. With performance steadily climbing year-on-year, we’re now focused on scaling repeat custom, building stronger segmentation, and preparing the site for further growth into new gifting and corporate channels.
“Click Digital have elevated our web shop to a new level. Their expertise and dedication were evident from the start as they skilfully transformed our vision into a visually stunning and user-friendly website. Their professionalism, collaboration, and deep understanding of e-commerce ensured that our online presence not only looks fantastic but also optimises conversions and customer engagement.”
— Neil George - Platform Manager, Wilfreds Pies
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