Boodles’ migration to Shopify

The story so far

Boodles is one of the oldest, most prestigious fine jewellery brands in the world. Hailing from Liverpool in 1798, theirs is a tale like no other. The brand has been in the hands of the same family for over two centuries, so we’re privileged to be trusted with the safe keeping of their website for the past 7 years.

During our partnership, our team have supported both Magento and Shopify sites and achieved some enviable results, contributing to the international reputation and success Boodles have today.

223%

revenue increase

60%

increase in orders

100%

conversion rate increase

A wake-up call for retail

2020 brought with it a huge shift in the retail landscape and brands became more agile. Boodles felt compelled to elevate their virtual storefront in an effort to keep up with the changes in buyer behaviour.

Strategically, they wanted to attract a wider international audience and embrace omni-channel, whilst also reducing costs and simplifying backend management. At the heart of the plan was a desire to showcase their treasures through stunning design and superior usability.

First steps

Once our consultancy team had scoped out the project, we enlisted the expertise of some creative masterminds that we were already working with a little – designers and long-standing friends, Diligent Commerce. Working together as ‘one agency’, our approach was twofold. Diligent handled the design and we took care of the Shopify consultancy, build and digital marketing.

Proving to be the perfect pairing of creative design and technical know-how, we struck gold and decided to form a permanent partnership by acquiring Diligent Commerce in June 2021.

The build, photography and more

As part of the redesign, our talented creatives worked with Boodles to direct a stunning photo shoot intended to capture the beauty of the pieces in a contemporary setting. It was then over to the development team to marry the design with an irresistible user experience.

Migrating the site from Magento to Shopify has made the site faster and more responsive, as well as easier and more cost effective for Boodles to manage.

As part of our consultative approach, we introduced two key partner services: Shopify Markets and Klaviyo. Shopify Markets is a cross-border management tool designed to customise, optimise, and manage buying experiences by market whilst Klaviyo enables Boodles to utilise their customer data more efficiently and in real time.

Next on the horizon is the introduction of Powerfront which will enable Boodles to engage with their customers from in-store and we’re also planning multi-currency so they can service their international customers more effectively.  

The end result – luxury ecommerce, done well

Boodles’ new Shopify site delivers on speed, ease of use and running costs. The contemporary look and feel has elevated the brand to new heights and achieved their goal of recognition across international markets. A trip to their online store is as good an experience as walking into their flagship store on Bond Street, so we hear.

And we’re not stopping there! We’re already working together on a roadmap which includes several shiny new plans!

“Working on a new website can be quite a stressful time with lots of areas to think about, however, working with the Logicspot team was a great experience and we are delighted with the final outcome. Not only did they take the time to really find out what we wanted to achieve, they also suggested other areas to improve that we may not have thought of with regular communication through the project. The focus on design and a shift to a user-friendly backend platform has really improved the overall website and exceeded our expectations. We are seeing fantastic sales growth since launching the new website and we have no doubt that all the work that Logicspot has done has supported driving this increase.”

– Laura Edwards, Digital Marketing Manager