Shopify Theme · Custom Application · Video Production · Advertising · Klaviyo Integration
A modernized storefront, a custom operations app, and the marketing built to help it grow
An ongoing partnership covering the Shopify storefront, a custom operations app, email marketing, paid advertising, and video production.
Introduction
Sundown Reptiles is an established reptile breeding business with a growing presence online. With a vision to reach new buyers at scale and put real systems behind the day-to-day, Sundown set out to modernize their storefront, build a custom app to run daily operations, and stand up an email, advertising, and video engine to bring in buyers for the long term.
What We Did
5 deliverables, built to one standard
01 — Shopify Theme
Shopify Theme
Sundown's storefront ran on Shopify already, and it worked. We built a custom theme specifically around a dark, gold-accented look that matches the brand rather than working around a stock theme's defaults. The rebuild gave the storefront a faster, more maintainable codebase and a stronger technical foundation for SEO, with collection and species pages built to rank instead of relying on default Shopify structure, so the site keeps up as the catalog and search demand grow.
02 — Custom Application
Custom Application
Sundown HQ is a custom operations app that runs the daily side of the business: what's being fed and cleaned each day, health checks, new intake, and getting animals ready for release. It installs like a native app on any phone or tablet, no app store required, so the team can pull it up from the office or standing right in front of an enclosure. Animal inventory tracks lineage and photos for every reptile in the collection, daily checklists keep feeding and care consistent across the team, and a release planner organizes which animals are ready to be listed for sale.
03 — Video Production
Video Production
Sundown had two videos from years earlier that had pulled in real views, but nothing published consistently since. Over the past six months we've built out a regular cadence of long-form videos and Shorts, feeding guides, morph and trait breakdowns, and enclosure setups, along with a consistent thumbnail design system so the channel reads as one brand instead of scattered uploads. Subscribers are up about 500 since we started, and the channel does double duty beyond building an audience: long-form educational content builds the kind of trust that justifies a premium price on a live animal, and every viewer becomes part of the retargeting pool the advertising below runs against.
04 — Advertising
Advertising
We run Sundown's paid advertising across Google Search, Google Display, YouTube, and Meta. Search targets buyers already searching for a specific species by name, and we retarget to website visitors across Google and Meta so people who've shown interest but haven't bought yet keep seeing Sundown. Every ad drives back to the Shopify storefront directly. It's a newly built system, still ramping up as the audiences it depends on grow, but it's built to get more efficient the more traffic the storefront and the YouTube channel bring in.
05 — Klaviyo Integration
Klaviyo Integration
We moved Sundown's email marketing off Shopify's default tools and onto Klaviyo, chosen for a popup quiz that captures what a visitor's interested in right on the site, then routes that information into segmented email sends instead of one generic blast to everyone. Automated flows keep in touch with buyers at the right moments, and campaign templates cover the recurring sales cycles along with one-off announcements. It's synced live with Shopify, so segments update in real time as customers browse, buy, and subscribe.
The Result
Sundown's transformation runs deeper than a redesign. In six months since launch, storefront sessions are up 107% and total sales are up 36%, results from treating the storefront, ops app, email, advertising, and video as one connected system rather than separate projects. That system is still running and still learning, and Beach Bird Studios continues to refine it alongside Sundown as the partnership grows.
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“Eric from Beach Bird Studios is an incredibly talented and hard working individual. He has helped me optimize and supercharge my website. He is also my go-to connection for videography and video editing. Highly recommended.”