Blakley Clothing 

Source from Shopify

How Shopify enhanced Blakely’s customer experience and boosted conversion rate by 85%

Founded in 2012, Blakely is a lifestyle fashion brand based in Norfolk, UK. It has become a trailblazer in men’s and women’s fashion, based on the belief that clothing should be timeless, long-lasting and helps people to look and feel their best.

Since moving to Shopify, the brand has seen:

  • 85% increase in conversion rate
  • 49% increase in overall global sales
  • 44% year-on-year increase in site visits
  • 13% increase in the average order value

Despite being a brand built on e-commerce, Blakely faced significant challenges with its previous platform especially during peak sales events like Black Friday. The website was also slow to load, would go down and crash creating a poor customer experience and negatively impacting sales.

Blakely’s previous platform lacked integration with other apps, making it difficult to update its Facebook catalogue and manage their back-end data efficiently, hindering ability to reach its target audience effectively and drive true growth. Not only that, but a lack of data management tools meant that it faced huge problems in achieving personalization for customers based on their location, such as customers in the EU and USA. This led to additional sales losses.

Blakely chose to migrate to Shopify to help it take the business to the next level. Shopify offered Blakely’s team a wide range of themes, easy-to-use integrations between apps and simple plugin such as Klaviyo, providing excellent reliability. It also enabled the company to launch two further websites dedicated to EU and US customers, allowing it to ensure it could trade internationally more effectively. Blakely was able to use Shopify to launch and maintain a dedicated warehouse in the EU for its European customers.

“There’s just seamless integrations between all the different apps, which is something that we never had before.” said Gareth Newman, Founder. In addition “The point-of-sale has been tremendous, we’ve been able to do pop-up shops and little events. But, we also have two physical stores, one in Westfield in Stratford and one in Norwich. And it’s been seamless, just fantastic!” comments Newman.

With future plans including the establishment of a warehouse in the US to enhance delivery times, a focus on CRM to improve customer retention and continuing to build a strong brand identity that resonates with customers.

With the help of Shopify, Blakely now expects to achieve a sales target in excess of £35 million.