The team at Cashmere & Cotton embrace Shopify for their online store, POS & social channels, giving them a full product and customer view in their business.

Kick off

Having migrated from Big Commerce to Shopify, with a mild detour via Visualsoft, Cashmere & Cotton came to Naughton & Bird with a big problem. Declining revenue online. Diagnosing the key barriers were crucial to turning around their online business.

The adjacency of site speed and revenue was ever-present for the Cashmere & Cotton Shopify store. With a fully loaded time of over 17 seconds, their customised Shopify theme was javascript heavy and desktop focused. A deeper dive into their analytics showed the growth of mobile traffic and the need for a mobile-first design. We sourced a new theme with specific criteria for fashion: large product images, custom colour swatches & a 'shop the look' feature. Combined with some light and essential Shopify customisation, the new theme launched before Black Friday and for the key trading period up to Christmas saw a 10% lift in conversion rate with a revenue jump of over 25% compared to the previous year.

Organic landscape

As with all clients we work with, ensuring each site is optimised for SEO is essential. The team at C&C jumped at the chance to learn how to create content and operate the online store with SEO at the forefront of their thinking. We worked together to up-skill their in-house digital team and roll out an annual content strategy. Using our industry-leading data platform, we were able to identify opportunities for content that delivered a huge jump in organic visibility and continues to do so.

Product positioning

Working with Cashmere & Cotton on their full marketing mix allowed us to curate improved product presentation including photoshoot planning, compelling copy for descriptions & introducing user reviews using Yotpo. The incredible customer service feedback and love for their cashmere from existing customers were leveraged across their email marketing automation and social advertising.

The result

A brilliant ongoing relationship between Naughton & Bird and Cashmere & Cotton. Plus, 150% revenue growth year on year. To date, calendar year growth shows a lift of over 200% and an increase in conversion rate by over 8.5%.