Never Fully Dressed.
Refreshing Shopify Plus for growth.
Never Fully Dressed was already enjoying the power of Shopify Plus but wanted to refresh the website's look while also upgrading performance.
The team faced several challenges:
- The need for a modern, visually striking design that reflected the brand identity.
- Greater control over content and administrative tasks to respond quickly to trends.
- Mobile-first optimisation to improve browsing and conversion on small screens.
- Faster site speed and smoother navigation to reduce drop-offs.
The brand also had ambitious plans for international expansion, B2B sales, and loyalty programmes. Each of these initiatives needed to be supported without disrupting the customer journey, making a journey-led approach essential.
Elegant design and frictionless navigation.
We worked closely with the Never Fully Dressed team to create a sophisticated and modern Shopify 2.0 site design that reflected the brand’s style while prioritising the customer journey. The new architecture reduced friction at every touchpoint, making browsing and purchasing intuitive.
We also ensured the brand’s social content was seamlessly integrated into the site. Instagram stories appeared directly on the homepage via EmbedSocial, while SNPT enabled shoppable Instagram posts, keeping the site aligned with the brand’s highly successful social strategy.
Supporting global expansion.
With ambitious growth plans and an eager worldwide customer base, the blubolt team made the brand accessible to international customers through a slick integration with Global-e for local-currency pricing and streamlined cross-border checkout. In addition, Cloudsearch provided instant search and smart filtering, while Advanced Commerce enabled sophisticated merchandising. Klarna, Clear Pay, and Zip offered flexible payment options. Existing tools for live chat (Livechat) and loyalty (Loyalty Lion) were retained to ensure continuity and trust.
Annual delivery subscription.
To increase loyalty and repeat purchase rates, we implemented an annual delivery subscription via ReCharge. For a £15 annual fee, customers receive free next-day delivery for 12 months. This removed friction from the checkout and encouraged ongoing engagement with the brand.
Seamless B2B functionality.
Never Fully Dressed wanted to expand into the B2B market without disrupting the existing B2C experience. Using Shopify Plus’s native B2B capabilities, we added a dedicated B2B customer view.
This included:
- Quick order tables with variant-level quantity selectors.
- Live stock visibility and automatic total cost calculation.
- A separate, styled B2B account area that retained the brand’s design language.
This approach ensured wholesale customers could easily place bulk orders while preserving the smooth B2C experience.
Growth unlocked through a streamlined customer journey.
The journey-led redesign delivered measurable improvements in both performance and growth:
- Higher conversion rates through simplified navigation, optimised checkout flows, and faster site speed.
- Increased average order value thanks to improved merchandising and product discoverability.
- International growth facilitated by multi-currency support and cross-border functionality.
- Enhanced customer retention driven by loyalty initiatives and the annual delivery subscription.
- Streamlined B2B operations allowing wholesale customers to order efficiently without disrupting the consumer experience.
By focusing on the customer journey at every stage, Never Fully Dressed now has a Shopify Plus platform that not only meets current business needs but is also primed for sustained growth.
‘We’ve received positive feedback on our website, particularly with its easy navigation, and it has continued to increase conversions and revenue since launch!’ says Elly Sykes, Creative & Digital Manager at the brand. In short, the Never Fully Dressed team are dressed for success!
