drop shop: Built From the Ground Up
BRUNCH SERVICES
A digital foundation for a new kind of bottle shop.
Drop Shop is a new kind of bottle shop that just opened on a corner of Lygon Street in Brunswick East; around 150 bottles, organised not by region or variety but by occasion, with a tight focus on Victorian producers and with the local community at its heart.
The brief to Brunch was simple: build the website and develop a loyalty program, all from scratch.
THE BRIEF
Drop Shop came to us as a blank canvas: a new brand, launching from scratch, with retail as the primary model and ecommerce something to introduce when the time was right.
They needed a proper digital home for the brand that supported the day-to-day running of the store and was built to grow; and alongside that, a loyalty program developed from the ground up, from platform selection and strategy through to implementation and the Klaviyo flows to support it.
what we did
We built on Shopify - the right call for a business like Drop Shop, where the website, the in-store operations and the loyalty program all need to work together without friction.
The platform handles it all: content is easy to manage, the POS is intuitive, and it integrates seamlessly with loyalty platforms - meaning the website and loyalty program live in one connected ecosystem rather than separate systems bolted together.
The loyalty program
'Pour Decisions' is Drop Shop's loyalty program: a 'the more you spend, the more you earn' model designed to drive repeat purchases, increase customer retention and build a genuine sense of community around the store.
We worked with the team to find the right platform for it, built out the strategy together (tiers, rewards, how it connects to the community they're growing) and set up their Klaviyo account and email flows to make sure the communication side was properly integrated from day one.
The website
For the website itself, we took a blended approach - working with Drop Shop's own designer and using a Shopify theme as the foundation, customised through both the Shopify editor and custom code. It gave us the efficiency of a template build with the flexibility to make it feel genuinely on-brand, without the cost and timeline of a fully custom build.
Scope of work
Key elements of the project included:
- New Shopify website, built from scratch
- Blended build: Shopify theme + client designer collaboration
- POS setup assistance
- Loyalty program platform selection and strategy
- Klaviyo account setup and email flows to support loyalty
- Product, content and collection structure
- Testing, training and post-launch support
the outcome
Drop Shop opened to a packed launch, strong press coverage and genuine community interest.
The site holds the brand well, the POS is running smoothly, and the team can manage products, content and loyalty from one place.
'Pour Decisions' is live and growing, and when e-commerce is ready to switch on, everything is already in place to make it a straightforward next step.
Super exciting to work on a fresh new brand, new website from scratch and be part of a new concept in wine retail!
Even for retail-first businesses, getting the platform right matters. You need seamless POS in-store, easy content and product management, clear reporting, and the ability to switch e-commerce on whenever you're ready. Shopify ticks all of that.
Can't wait to see where Drop Shop takes it.
