Mmmm! (Meats, Marinate & More)

Mmmm! — E-Commerce, Retail Operations & Growth

> A complete omnichannel overhaul for Singapore's gourmet butchery — migrating from a broken PrestaShop setup to a fully integrated Shopify ecosystem spanning online, in-store POS, logistics, loyalty, and marketing.

Live at: https://mmmm.com.sg/

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The Client

Mmmm! is a gourmet butchery and grocer based at Velocity @ Novena Square, offering globally sourced meats, fresh produce, and curated gourmet essentials to both retail and wholesale customers. With a physical store, an online storefront, and an active community of food enthusiasts, Mmmm! operates at the intersection of premium retail and everyday cooking — but their digital infrastructure wasn't keeping pace with their ambitions.

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The Problem

When the engagement began, Mmmm! was running on a neglected PrestaShop setup that had become a liability. Tracking down the domain registrar, web host, and email host alone took significant effort before any work could begin. What followed was a comprehensive audit that revealed the full extent of the problem: outdated and incorrect product listings, inaccurate and unoptimised images — some screenshotted directly from Google — unclear product variants, broken links throughout, slow page loads, and collection architecture in complete disarray.

Operationally, the situation was equally fragmented. The POS system was not integrated with the website, creating inventory inconsistencies across channels. The existing CRM — Avocado — was in-store only, with no online equivalent. Orders were reviewed by admin and passed to floor staff via Excel, creating a manual handoff process riddled with human error and miscommunication. The mailing list carried over 40,000 contacts, the majority of which were duplicated or inactive, costing over SGD $500 per month in email platform fees for an audience that wasn't converting.

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Scope of Work

A full migration from PrestaShop to Shopify covering storefront rebuild, product catalogue migration and cleanup, Shopify POS Pro implementation with barcode scanning and weighted item support, Qashier payment integration for in-store transactions, TrackPOD logistics integration for last-mile fulfilment via 3PL Shin Ya O Ya, Smile.io omnichannel loyalty CRM implementation, email list purge and segmentation, email marketing campaign management, social media content production and channel management across Instagram and Facebook, product photography, digital price tag setup, receipt customisation, and ongoing operational SOP development.

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The Approach

Platform Migration

‍The PrestaShop to Shopify migration was not a simple data transfer. Product data was the only thing carried across — everything else was rebuilt from scratch. Listings were purged, streamlined, and re-uploaded in collaboration with the Mmmm! admin and in-store staff, with optimised imagery, accurate variants, and clear product descriptions replacing what had been there before.

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POS — The Hardest Problem

‍Setting up Shopify POS for a gourmet butchery with hundreds of SKUs, weighted items, and a team of staff largely unfamiliar with digital systems was the most technically demanding part of the engagement. Shopify POS was not designed with weighted-item retail in mind, and the limitations became apparent quickly.

The solution required integrating a third-party barcode scanning application that could accurately read weight-embedded barcodes from the DIGI label printer used in store, pulling the correct SKU and price automatically into the POS without manual entry. This was the result of extensive trial and error — testing different configurations, studying the DIGI barcode structure, and refining the workflow until in-store staff could scan items reliably and accurately. iPad hardware, barcode scanners, receipt printers, and the Qashier payment device were all set up and integrated. Receipts were customised with the required information. Digital price tags were configured for both standard and promotional pricing display on the floor.

Staff were trained and their feedback incorporated throughout — the final system was designed around their actual usage patterns, not just technical requirements.

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Payment Gateway Optimisation

‍Native Shopify Payments — while seamless — carried a 2.9% + $0.50 (Grow plan) per transaction fee that made low-value items unprofitable, particularly for produce and smaller cuts. Qashier was brought in for in-store payment processing at a flat 1.8% rate with e-wallet payments at 1.5%, protecting margins while maintaining Shopify as the inventory and order management backbone.

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Loyalty CRM — Smile.io

‍After evaluating several CRM options against requirements covering membership tiers, omnichannel functionality, interface quality, and cost, Smile.io was selected and implemented. Customers earn points — called Moints — on purchases both online and in-store, redeemable for cashback across both channels. Tier progression triggers automatic rewards including discount codes, bonus points, and free item coupons. Birthday discounts were configured to be redeemable across the full year. This replaced the previous in-store-only Avocado CRM and unified the loyalty experience across every touchpoint.

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Email Marketing and List Hygiene

‍The inherited mailing list of 40,000+ contacts was costing over SGD $500 per month in platform fees. A systematic purge campaign was executed — sending a series of re-engagement newsletters to identify active subscribers and remove duplicates and inactive contacts. The list was consolidated to approximately 8,000-9,000 active, verified subscribers — reducing the monthly email platform cost to just over SGD $100 while significantly improving deliverability and campaign performance.

With a clean, engaged audience, targeted campaigns drove consistent revenue. A National Day promotion for excess Angus Beef Ribeye at SGD $59/kg — a campaign designed to clear overbought B2B stock — generated approximately 6x more than the average campaign in revenue that month. Sales consistently spiked with every newsletter push throughout the engagement.

Below are links to some of the campaigns:

1. 🔥 Fire Up the Grill! Explore Our All-New BBQ Bundles—Aussie, American, Wagyu & Pork! (mmmm.com.sg/fire-up-the-grill-spfy)
2. 🥩 The Great Wagyu Sale: Up to 30% Off Premium Cuts (mmmm.com.sg/the-great-wagyu-sale-spf)
3. ✨ Mid-Week: Mini Sale! (mmmm.com.sg/mid-week-mini-sale-spfy)
4. 🧧 Happy Lunar New Year from Mmmm! (mmmm.com.sg/happy-lunar-new-year-2025-spfy)
5. 🎄 Christmas Festive List: 10% Off for Early Birds! (mmmm.com.sg/christmas-festive-list-promo-spfy)

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Creative Content and Social Media

Product photography was produced in-house — wagyu ribeyes, shabu slices, pork belly, and more — providing a consistent library of quality assets for both the website and social channels. Beyond digital content, product labels and packaging were also designed for Mmmm!'s range of house soups and broths, complete with ingredients, allergen information, storage details, and barcode — printed and applied consistently across every pack. Instagram and Facebook were managed consistently, with campaign content, promotional graphics, and seasonal posts produced and scheduled throughout the engagement. Festive campaigns for Chinese New Year, National Day, and Christmas were planned and executed as full content packages.

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Logistics and Fulfilment

‍TrackPOD was integrated with Shopify and the 3PL for last-mile delivery, replicating and refining the workflow established across other engagements. Order changes updated automatically across all integrated systems, eliminating the need for manual communication between admin, warehouse, and delivery teams.

The Outcome

Mmmm! reached 10,000 cumulative orders across their unified Shopify ecosystem — reflecting the scale of a fully integrated omnichannel operation spanning in-store POS and online sales.

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What was once a fragmented, manually-operated multi-channel business became a coherent, largely automated commerce ecosystem.

• Admin workload reduced significantly — orders flowed from online and in-store through a unified system with minimal manual intervention
• Inventory accuracy improved through consistent stock transfer management and a unified POS and online catalogue
• Email platform costs reduced from SGD $500+/month to just over SGD $100/month following list purge, with improved deliverability and higher engagement on a cleaner audience
• Revenue consistently spiked with newsletter campaigns — including a single promotional campaign generating 6x more than the average campaign revenue
• A National Day promotion successfully cleared excess B2B stock through a targeted D2C campaign, turning an operational challenge into a revenue opportunity
• Omnichannel loyalty launched for the first time, unifying the in-store and online customer experience under a single rewards program
• In-store staff — many of whom were over 40 and unfamiliar with digital systems — were successfully onboarded onto a streamlined POS workflow with barcode scanning, automated pricing, and receipt printing

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Tools & Platforms

Shopify, Shopify POS Pro, Qashier Payments, TrackPOD, Smile.io, Mailchimp, GA4, Adobe Creative Suite

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> This was a solo engagement executed during a full-time role.

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