Never Fully Dressed.
Delivering sophisticated sass & speed on Shopify Plus.
Never Fully Dressed was already enjoying the power of Shopify Plus but wanted to refresh the website's look while also upgrading performance. The in-house team briefed blubolt on a fresh design, greater creative freedom, and more internal administrative control. In addition, the team wanted to optimise the mobile-first experience, customer journey, site speed and conversion rates.
A sleek design with streamlined navigation.
The site design delivers an elegant and modern look that the brand wanted to achieve. Furthermore, the improved site architecture and super smooth navigation make customer browsing and buying a breeze. Overall, the new design positions the brand for enhanced conversion, average order value, and site speed.
‘We were also able to inject our quirky branding into the website design, for example, the leopard curser and Instagram story feature,’ says Elly Sykes, Creative & Digital Manager at Never Fully Dressed. ‘This keeps our website on brand and aligned with our very successful Instagram page.’
Going global: new features & functionality.
With ambitious growth plans and an eager worldwide customer base, blubolt integrated the new site with Global-e for easy international currency access. Then, an integration with Cloudsearch offers instant search and smart filtering that perfectly matches the design, Advanced Commerce provides gold standard merchandising, while Klarna, Clear Pay and Zip provide customers with plenty of payment options. Furthermore, the brand's live chat services and customer loyalty are managed by existing partners, Livechat and Loyalty Lion, respectively.
‘Shopify Plus is such a user-friendly platform, and our customer service team have found Shopify live chat very useful,’ says Elly Sykes, Creative & Digital Manager at Never Fully Dressed. ‘Another favourite feature is the free shipping subscription in the checkout, which we recently added.’
Highly engaged social butterflies.
Never Fully Dressed is known for its strong social game, particularly on Instagram, so blubolt carefully selected the best partners for the new site. EmbedSocial delivers fresh and engaging Instagram stories to the homepage, while SNPT enables seamless shopping of the brand’s Instagram page.
Post-launch: branching out into B2B.
We originally designed their store for B2C customers only on Shopify Plus, but over time, the brand wanted to expand into the B2B market.
Using Shopify’s new B2B native approach, we implemented B2B onto the existing site, keeping the content in line with the existing flow and user experience. For example, in the B2B customer view, the quick order table was applied to the product page, where the product variants are broken out by size variants.
B2B users can see the stock levels, a running tally cost, and individual quantity selectors for each size so they can add individual quantities. They can then add the custom quantities to the cart and see the total products and costs they add to the order. The B2B account area departs from the standard account Never Fully Dressed has in place, as it’s hosted in a separate area and takes styling from the cart customisations. However, this handles all B2B-specific functionality with ease.
Post-launch: adding an annual delivery subscription.
Similar to Amazon Prime in that it's an annual charge, we delivered subscription functionality via ReCharge to Never Fully Dressed. Customers simply pay £15 for an annual subscription, which gives them free next-day delivery for 12 months. This encourages loyalty and boosts conversions as customers know they have free delivery all year rather than paying for it on every order.
Now fully refreshed on Shopify Plus.
This beautifully built website offers the contemporary elegance and streamlined user experience the brand was determined to achieve. Also, with more in-house control now available to them, the team are free to explore their creative potential, optimise the user journey, and swiftly adapt to market changes. In short, the Never Fully Dressed team are literally dressed for success!
‘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!
