Dawson’s Fuels
Replatform to Shopify for Peak Winter Season
Shopify
Yotpo
Zapiet
Client
Dawson's Fuels
Live site
Dawson’s Fuels, a family-run fuel merchant, has been serving customers with premium heating solutions since 1895. With their business rooted in tradition but increasingly reliant on eCommerce, Say Yes identified the need to modernise Dawson’s Fuels digital presence. Their legacy platform had begun to creak under pressure, and for a family-run business; modern, well-integrated and automated tools provide a real opportunity for growth. This, alongside elevated UX/UI design, will allow Dawson’s Fuels to focus their energy on their seasonal spike in orders, whilst having the confidence that their new Shopify store is fit for use, and ready to help them meet demand. In anticipation of their busiest winter season, they partnered with Say Yes to replatform to Shopify and create a streamlined, scalable, and customer-focused online store.
Key stats
2
Months to Launch
3
Tech Partners
84%
Reduction in Saas Subscriptions*
* Based on review platform and Email marketing tool.
The Challenge
The previous website faced several challenges:
Outdated infrastructure: The system struggled to integrate modern tools and required numerous patches/complex updates to maintain an ageing frontend.
Fragmented ecosystem: Multiple legacy tools led to inefficiencies and a disconnect in customer experience.
User experience: The design and functionality of the site failed to meet the expectations of contemporary online shoppers, whilst also failing to highlight the unique heritage of the brand
Dawson’s Fuels needed a robust solution that would consolidate their tools, simplify workflows, and provide a seamless customer experience — all while staying true to their brand identity.
Dawson's Fuels previous, legacy website👋
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What we did
Migrating from the legacy system to Shopify provided a reliable, scalable foundation. Shopify's user-friendly CMS empowered Dawson's Fuels to manage their store more efficiently and adapt to changes in real-time.
Several third-party tools were also consolidated into the Shopify ecosystem, including:
Yotpo for customer reviews and email marketing.
Zapiet for advanced delivery scheduling and postcode-specific rate management.
These tools streamlined operations and improved customer engagement while reducing reliance on disconnected platforms and outdated tools.
Shopify Theme Deployment
Say Yes created an engaging Store 2.0 Theme, while also uplifting branding to modernise the on-site experience. The homepage was enhanced with high-quality lifestyle imagery, promotional banners and engaging videos to evoke a "warm & cosy" feeling throughout the page.
Custom badges and optimised delivery workflows ensure customer expectations were met, and internal workflows were easily monitored and managed.
Winter Season Preparation
With the build completed ahead of their trading peak: Dawson's Fuels had ample time to onboard staff and refine their processes before the winter rush.
The ease of use of Yotpo enabled them to quickly engage with their historic email subscribers, and re-engage the historically under-utilised email marketing channel.
Yotpo takes a holistic approach to customer retention, empowering brands to engage customers seamlessly across the entire buyer journey. With a unified customer data layer and advanced segmentation; Yotpo enables personalised, scalable experiences at every touchpoint. Its connected platform allows brands to effortlessly create tailored post-purchase experiences that drive loyalty and increase CLTV across all channels.
Beth Wells, Partner Marketing Manager @ Yotpo
Partner Highlight - Yotpo
Dawson’s Fuels have built a strong reputation for excellent customer service, and have gathered hundreds of positive reviews. However; they were unable to successfully showcase them effectively on their old site.
Yotpo offers smart display options, such as shoppable galleries and innovative widgets, to showcase reviews. It also allows “in-email” review responses, reducing friction for users. Say Yes migrated Dawson’s Fuels existing reviews into Yotpo, and configured the tool to automate future review requests, without the need for manual intervention or publishing.
Yotpo also integrates seamlessly with its own email marketing tool, enabling better segmentation of customers and more targeted email campaigns. Additionally, the platform provides valuable insights through an intuitive dashboard, allowing the customer to understand shopper preferences and to optimise marketing strategies.
Using email and reviews together is powerful way to build trust and keep customers engaged. A well-timed email inviting feedback not only helps you collect valuable reviews but also strengthens customer loyalty. Plus, showcasing those positive reviews in your emails adds authenticity and helps shoppers feel confident in choosing your brand.
Beth Wells, Partner Marketing Manager @ Yotpo
Conclusion
By replatforming to Shopify, consolidating tools, and modernising their website, Dawson’s Fuels positioned themselves for long-term success. Say Yes are proud to have been part of this journey, delivering a solution that not only met but exceeded expectations.
If you’re ready to modernise your eCommerce operations, contact Say Yes today.
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