Designed & built with the power of Shopify Plus
Des Kelly prides itself on the premium and engaging look and feel of its newest Dublin stores and wants to deliver a consistent experience when customers shop online. Our brief was not only to use the new store as an opportunity to develop the brand in line with their stores but also to create an experience that immersed customers in the large range of products, allowing customers to discover the range with ease while also being educated on the brand's heritage. Working with the brand's ecommerce team, we conducted full brand discovery, and current store data analysis and even spoke with in-store teams to grasp the essence that the brand had to offer. Following this, our creative team wireframed, designed and prototyped the new design of the store for both desktop and mobile covering every step of the buying journey. Following the discovery and design phase, our development team built a cutting-edge customer Shopify theme leveraging Shopify's native CMS called
online store 2.0. The store is fast, easy to use and device response leveraging the very best technology that Shopify has to offer.
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Migrated from WooCommerce to Shopify Plus
Des Kelly found their previous WooCommerce store limiting, difficult to update and not in line with the modern brand experience, so
migrating to an agile platform that was easy to manage was a top priority. Shopify Plus was an obvious choice as it would leave Des Kelly in control of page layouts and content, has the customisability needed and has the flexibility for their unique pricing structure and product options. We worked with Des Kelly to reform the data structure that products were created and also to import previous customers and orders. The migration also involved creating page redirects as the URL structures changed between. We also built a custom app to integrate their stock management system.
Product Configurator & Dynamic Price Calculators
Des Kelly's products typically involve multiple layers and options, making the buying journey and data structure complex. We built custom product configurators for their beds so that customers can customise and build a bed from scratch. The product configurator starts by offering customers a bed size, choosing storage options, mattress options and more. In addition, customers can get price estimations on carpets or buy specific amounts of flooring based on their room size too. The experience is seamless and maximises upsells throughout the buyer's journey. The store will then dynamically show the price based on the customer's selection instantly or prompt them to then enquire with the team.
Maximising Average Order Value with Upsells & Recommendations
Maximising the average order value is a vital goal and allowing customers to discover more of Des Kelly's product range or find similar or associated projects as they shop was a key goal of the product. Intelligent upsells can be found across the store. Firstly, a clear and structured navigation funnels customers to find the products of the highest interest, alongside an open and expanding search bar. As customers explore products, they are also suggested associated products even when adding items such as beds to the cart - a dedicated upsell bar appears. The cart also includes a progress bar to incentivise free delivery.
Delivering Loyalty with DK+
