cott Labz
Snoring Beagle Case Study
A Dog Bed Store Built Around How Dogs Sleep
Scott Labz built the Snoring Beagle store from scratch: dog beds, crate pads and covers made in the USA, matched to the way each dog sleeps and shipped straight from the maker, with no warehouse and no inventory.
Project Overview
| Project | A custom online store for a dog bed brand |
| Organization | Snoring Beagle, a dog bed brand with the tagline "Beds for dogs who take sleep seriously" |
| Timeline | Built in October 2026. Live October 20, 2026 |
| At launch | 14 beds, crate pads and covers, with 262 size and color options |
| Services | Storefront, product catalog, bed finder, checkout, gift cards, shipping and sales tax, order emails, email list, search data, accessibility, security, and launch checks |
| Live site | snoringbeagle.com |
The Challenge
Snoring Beagle needed to sell another maker's beds under its own brand, without buying stock or running a warehouse. Each order is placed with the maker at wholesale and shipped straight to the customer. The client asked for a store on its own code, with full control, rather than a store on a hosted platform.
That model raised questions a standard store doesn't answer on its own:
- Prices, sizes, colors, stock and photos all live with the maker, and change without notice
- Shipping is billed by the maker after each order, so the store has to charge enough up front without overcharging
- Every bed comes in four to six sizes and up to six colors, and shoppers rarely know which size or shape suits their dog
- The brand sells only on its own site, and needed to say so plainly
A custom build answered each one, on code the client owns, without add-on apps or monthly platform fees.
What Was Built
Scott Labz built the store end to end: the storefront and product pages, a catalog that refreshes from the maker, the bed finder, checkout, gift cards, shipping and tax, order emails, search data, and the checks that cleared it for launch.
A brand with a sleeping beagle at its center
The site is built around the brand's sleeping beagle and Keely, the owner's beagle and head of product testing. "Lights out. Snoring guaranteed." leads the homepage, and the colors come straight from the logo: the brown of the beagle's ears on a warm oat.
The homepage opens on Keely asleep in a ringed circle, with the illustrated beagle snoring across its edge.
Lights out. Snoring guaranteed.
The headline sets the tone for every page: sleep, taken seriously, said with a straight face. The brown is the brown of the beagle's ears in the logo.
Keely, head of product testing
The owner's beagle appears across the site, from the homepage to the email sign-up, and every testing claim on the site is hers.
The beagle from the logo
The illustrated beagle snores across the edge of the photo, with Z's drifting up, tying the photo back to the brand mark.
Two ways in
Shop beds goes straight to the catalog. Find their bed starts the bed finder for shoppers who don't know what to buy yet.
A catalog that keeps up with the maker
The full collection, 14 beds, crate pads and covers, comes from the maker's own product data. One command refreshes every price, size, color, sold-out size and photo, so the store matches the maker without anyone retyping it.
- 262 size and color options across 14 products
- 157 product photos, grouped by color, each saved in three sizes with location and camera details removed
- The store's own names and copy for each product sit on top of the maker's data, so a refresh never overwrites them
A bed finder that starts with the dog
Shoppers usually know how their dog sleeps before they know what to buy. The bed finder asks two things, how the dog sleeps and what it weighs, and lands on a bed and a size.
Six sleeping styles, from the donut to the flyer, each with what that dog needs. Then a weight, then the match.
Six ways a dog sleeps
Donut, side sleeper, belly-up, lion, flyer and cuddler, each described the way an owner sees it at 3 a.m.
What each sleeper needs
Each style says what the bed has to do for that dog, like a wall to press against or room to stretch out.
Four weights
From under 20 lb to 70 lb and up. Each range is matched at the upper end of its weights, so no dog is sent to a size made for a lighter one.
The match, with its size
The matched bed, its photo, the size for that weight and its dimensions, updated as soon as either choice changes.
Straight to the bed
One button opens the product page for the matched bed.
- Six sleeping styles and four weights, 24 matches in all, each checked before launch
- It runs on the homepage and on its own page, with a guide to choosing a bed for older dogs, dogs who run hot and small dogs
A shop built around the dog, not the catalog
Shop All, filtered to donut sleepers, 20 to 40 lb and the camel color. Every choice shows as a chip and stays in the address, so a filtered view can be shared.
Every filter as a chip
Each choice shows as a chip that removes it in one tap, with Clear all beside them.
Shop by sleeping style
The same six sleeping styles as the bed finder, alongside shape, dog weight, dimensions, fabric, color, price and brand.
The dog's weight, not a bed size
Shoppers filter by what their dog weighs, so nobody has to work out what a medium means.
Colors on every card
Each card shows the bed's colors. A tap changes the photo and opens the product page on that color, and a color sold out in every size is crossed out.
Sorted by price or name
Results can be sorted by price or name as well as the store's own order.
- Shoppers narrow the beds by shape, sleeping style, dog weight, dimensions, fabric, color, price and brand, and sort by price or name
- Each category has its own page, and Shop All closes with the gift card
Product pages that answer the sizing question
The photos follow the color picked, and each size shows the weight it's made for and its dimensions.
Photos that follow the color
Pick a color and the gallery switches to that color's photos, so shoppers see the bed they're buying.
Every color on one page
All of a bed's colors sit on one product page instead of separate listings.
Sizes by dog weight
The chosen size shows the weight it's made for and its dimensions. A size that's sold out is greyed out and can't be added.
When it ships, and help deciding
Each page says how soon the bed ships and when shipping is free, and links to the bed finder for anyone still unsure.
What's inside
The cover, bolster and fill, layer by layer, with care, shipping, returns and warranty in the panels below.
A discount for those who serve
Under Warranty, a Military discount section tells current and former military, first responders, government employees and teachers that the maker gives them up to 20% off on its own site, with the link to verify.
Every bed has its own size guide: the weight each size fits, its dimensions and its price.
How to measure
Measure from the nose to the base of the tail while the dog sleeps, and size up if it's between sizes or sprawls.
Weight, size and price together
Each row pairs a weight range with the bed's dimensions and price, so choosing a size doesn't take three tabs.
Inside the beds shows how each shape is built, layer by layer, in both fabrics.
Five shapes
Round bolster, raised edge, rectangle, round and crate pad, each with its own build.
Soft or tough
A toggle switches between the plush fabric and the ballistic nylon made for dogs who dig and chew.
Cover, core, base
Each layer is named and explained, and the one selected is highlighted in the drawing.
An exploded view
The drawing pulls the bed apart so shoppers can see what they're paying for.
- A size guide for every bed, plus care, washing and a step-by-step guide to putting a round bolster bed back together
- An "Inside the beds" explainer shows how each shape is built, layer by layer
- Each page says how soon the bed ships and when shipping is free
A bag and checkout that keep the order moving
The Doggie Bag opens as a drawer beside the product, with the free shipping bar at the top.
Without leaving the page
The bag slides in over the product, so a shopper can keep browsing or check out.
Free shipping as a goal
The bar shows how far the order is from free shipping at $250.
Change the size in the bag
The size can be changed right in the bag, without going back to the product.
Straight to checkout
Checkout opens a hosted payment page in the brand's colors.
- The Doggie Bag opens as a drawer without leaving the page, and its own page suggests what goes well with the bed and the gift card
- A hosted checkout in the brand's colors takes cards, digital wallets and a pay-later option. Card details only ever reach the payment page
- Prices are set on the server from the catalog, never taken from the browser, and a sold-out size is refused at checkout
- Sales tax is added automatically from the shipping address
Shipping priced from the carriers' own rates
The maker bills shipping after each order, so the store needed a price it could charge up front. The shipping table is built from the carriers' published rates: every size, by its weight, to every shipping zone from the maker's warehouse.
- Shipping is free on orders of $250 or more in the lower 48, and the table checks that every bed's free shipping fits inside its margin
- Each product's search data includes its shipping cost and delivery time
Gift cards for the shopper who doesn't know the dog
The Gift Card: pick an amount, add a name and a note, and it arrives by email.
A card in the brand's style
The card carries the sleeping beagle and the amount, and changes as the amount does.
Six amounts
$50 to $300, with no fees and no expiration, and a custom amount on request.
Sent with a note
The recipient gets a single-use code by email, with the sender's note.
Change comes back as a code
A balance left after an order comes back as a new code by email.
Orders that follow through after checkout
- A confirmation page with the order number, and Track Order, where customers look up an order by its number and email
- A private Mark as Shipped page: paste the tracking number, the carrier is recognized automatically, the order is updated and the customer gets a shipping email with the tracking link
- Emails carry the logo inside the message itself, so privacy-focused inboxes show it without a tracker warning
The Nap List
A sign-up band above the footer on every page builds the brand's email list, The Nap List, with a welcome email for each new subscriber. Sign-ups are limited per visitor to keep out bots.
The Nap List and the footer close every page, ending on the beagle and "Beds for dogs who take sleep seriously."
Found by search, shared cleanly
- Every product page carries structured data: its price and stock for each size, shipping cost and delivery time
- Each product has its own share image, its photo beside its name and price, for link previews
- A sitemap, robots file and breadcrumbs on every shop and product page
- Analytics follows views, bag adds, checkouts and sales without ever seeing a name, email address or order number
Accessible and secure
The same store on a phone. Every page was checked at phone width and at 200% zoom before launch.
Menu and bag in reach
On a phone the menu folds into one button beside the Doggie Bag, and the shipping and help links stay above it.
The headline still leads
The headline and both buttons sit above the photo, so the first screen still says what the store does.
Cards sized for a thumb
The sleeping styles stack into full-width cards that are easy to tap.
- Every page was scanned for accessibility and checked by keyboard, at phone width and at 200% zoom, and the issues found were fixed before launch
- HTTPS everywhere, submitted to the browsers' secure-only list, with security headers on every page
- Rate limits on checkout, gift cards, sign-ups and order lookups, and signed order notifications
- The store says plainly that it sells only on snoringbeagle.com and never takes payment by message
The Results
Snoring Beagle went live on October 20, 2026, with checkout, gift cards, shipping, sales tax and order emails in place from day one.
- All 38 pages checked on phone and desktop, with no errors, broken images or sideways scrolling
- All 262 size and color options sent through checkout: every one in stock charged the right price and shipping, and every sold-out one was refused
- Every link, form, filter and the bed finder's 24 matches checked before launch
- A page-quality audit of the live homepage scored 100 for performance on desktop, and 100 for accessibility and SEO
- The product search data passed a structured data validator with no errors or warnings
- The order emails scored 10 out of 10 in an inbox deliverability test
Business Impact
A small brand selling another maker's products usually ends up on a hosted platform, paying monthly for apps that each solve part of the problem. Snoring Beagle didn't have to: the catalog refresh, the bed finder, the shipping table and the order follow-through all shipped as part of one store the client owns.
With no inventory to buy and every order placed with the maker only after it's paid for, the store's costs follow its sales. Through custom store development and privacy-safe measurement, Snoring Beagle starts with a store that answers the sizing question before the cart, prices shipping so no order loses money, and can add a new brand with one entry in its data.
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A store that answers its shoppers' questions before checkout doesn't happen by accident. It's built deliberately, from the catalog to the last order email, so the store you're running is one you can grow with.