Introducing New Zealand meat directly to US consumers, with a buying experience shaped by product education, bundles and chilled-delivery economics.

Silver Fern Farms

The launch needed to explain the product offer and make purchasing practical in a new market. Stock availability, chilled freight costs and customer communications were central to the experience, not just operational details behind it.

The project
Silver Fern Farms produces and exports New Zealand lamb, beef and venison. Overdose supported its US DTC launch with market research, UX and UI design, Shopify Plus development and ongoing marketing, SEO, technology and email work.
The site included a meat-education hub, while a bundle builder allowed product substitutions when stock changed. Klaviyo supported back-in-stock and other communications, and marketing activity focused on areas where freight was commercially viable.

Connected systems

Integrations

Built on Shopify Plus with Yotpo, Zendesk, Klaviyo, Getsitecontrol, and Accessible360 for ADA compliance. Robust tech stack for easy-to-manage D2C solution.

Platforms & integrations

The shared platform records behind this case study.

Integration

Platform

Digital Marketing
Platform / integration

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Challenge
Single product inventory causing bundles to become unavailable
Popular products regularly selling out causing most bundles to become unavailable.
Solution
Created bundle builder tool for easy product substitution. Stock alert notifications enabled with Klaviyo back-in-stock flow.
Challenge
Communication Automation
Needed customer segmentation and automation platform for workflows and customer groups.
Solution
Klaviyo implemented for flow and blast campaign strategy with IP warming for higher deliverability.
Challenge
Educating consumers on product USPs
Grass-fed meat benefits not well understood by American consumers.
Solution
Built meat education hub section for product differentiation, also supporting SEO strategy.
Challenge
Prohibitive freight costs
Chilled goods interstate freight costs prohibitively expensive.
Solution
Focused marketing on viable freight areas and introduced bundled products to increase AOV and margins.

Results

Increased conversion rate: +55%
Increased sessions: +222%
Increase in new users coming from email: +1044%
Increase in transactions: +222

Experience

UX & UI

Core focus on bundled products with clear communication of inclusions. Information buttons for meat education without disrupting purchase journey. Upsell section for additional cuts.