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G.H. Bass

G.H. Bass

Founded in 1876, this premium American brand has a long history of innovation, quality and craftsmanship with its range of hand-sewn shoes. G.H. Bass elevated the humble Norwegian farm shoe designed for “loafing in the field” to stylish heights as the world’s first penny loafer. In addition, the brand’s classic collection of men's and women's shoes includes oxfords, boots, and more.
Development, Design, Optimisation, bluprint For Success
The challenge

Delivering stability, adaptability & growth on Shopify Plus.

Seeking a stable and adaptable platform to drive growth in the UK and Europe, the G.H. Bass team wanted to migrate from Magento to Shopify Plus. “The team wanted to invest their time and energy into growing the business rather than fixing Magento issues,” says Scott MacDonald, Client Services Director at blubolt. “To facilitate this, we built the new site on Shopify’s Online Store 2.0, resulting in a speedy, flexible, highly customisable site with more in-house control.”

The solutions

A sleek, intuitive & conversion-led bespoke theme design.

“You can describe the theme design as clean, user-friendly (for the in-house team and customers alike), and conversion-led,” says Arran Brunning, Designer at blubolt. “Focusing on modularity and customisation, we reorganised the site in such a way as to make it highly adaptable to changing eCommerce requirements and capable of managing high growth.”

Sleek & speedy with new features & functionality.

Built with Shopify’s Online Store 2.0, the G.H. Bass site uses ‘sections everywhere’ so the in-house team can mix and match banners, copy, and CTAs. The site is now easy to navigate with a graphics-led menu so users can clearly see what styles they’re clicking on. Furthermore, the new USP bar, which is also customisable in-house, allows them to highlight the brand’s specialities like hand-stitched shoes, original design and high quality.

Other upgrades include product stickers on the PLPs (highlighting new products, for example), discreet but quick out-of-stock icons that enable users to quickly see what sizes are unavailable and get notified of new stock, and a quick add functionality by simply hovering and clicking on your size. As requested, the PDPs now showcase more product details, including fit information (like regular and wide), shoe care instructions, and a detailed size guide that explains how to measure your feet correctly to get the right size.

Tech partners for the project include Klaviyo for email marketing, Feefo for customer reviews, Boost Commerce for search and filtering, for the Instagram feed, and Eurostop for Warehouse integration.

The results

Walk this way: visit G.H. Bass today.

With a speedy, flexible, highly customisable site, the G.H. Bass team can now focus on growing the business and driving growth. Stay tuned to hear about their success!

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