Diligent Commerce & LogicSpot are now Unified.
The Conran Shop
The story so far
The Conran Shop (TCS) has had a longstanding relationship with us at Unified, spanning over nine years. Founded by Sir Terence Conran in 1973, TCS is an iconic homeware brand known for its modern and accessible design.
As they celebrate their 50th anniversary, The Conran Shop aims to reinvent its digital landscape by addressing current challenges and seizing future opportunities. Working closely with Unified we successfully facilitated their transition from Magento to Shopify. This transition laid the foundation for a more expansive and agile e-commerce strategy, aligning with their brand evolution and global expansion into the Middle East and beyond.
The challenge
We partnered with The Conran Shop to modernise their e-commerce infrastructure dramatically. Over time, their Magento platform had become overly complex due to numerous partner apps and customisations, making it difficult to maintain alignment with their agile roadmap. The costly maintenance needs—annual upgrades, security patches, and hosting fees—were a significant burden.
As they shifted from a vast multi-brand catalogue to a focus on their own-brand products, it became evident that a simpler platform was necessary. Their goal was to reduce the total cost of ownership (TCO) and establish an agile framework for efficient growth. By leveraging our expertise in Magento and Shopify, we ensured a smooth transition, allowing The Conran Shop to target new markets and streamline operations.
Unified approach
The migration to Shopify aimed to meet current operational needs while positioning The Conran Shop for future growth, particularly in the Middle East. Shopify’s built-in tools for payments, taxes, and currencies enabled us to create a tailored ecosystem for this market, allowing us to test international features and streamline operations across regions.
Aligning the migration with The Conran Shop’s 50th anniversary rebranding provided an opportunity to refresh their digital presence. By launching the Middle Eastern site first, we ensured a smooth transition and refined the platform before introducing it to the UK market, enhancing the experience for core customers.
Digital transformation
The migration to Shopify allowed The Conran Shop to shift from a complex multi-system approach to a more agile model. Shopify’s app ecosystem enabled the team to experiment without worrying about high costs or long-term commitments, which helped streamline their merchandising tools by testing various applications before selecting the best fit.
This transition brought a cultural shift, as the team moved away from extensive customisations to utilizing Shopify's built-in features. Customisations are now made only when necessary, reducing maintenance needs and empowering the team to manage their digital environment more effectively.
Client quote
"It was very reassuring as a Magento customer, transitioning to Shopify, that Unified had extensive experience of both platforms."
Richard Voyce - Director of Technology - The Conran Shop
Client quote
"Unified takes the time to learn the inner workings of a retailer, and they have a sound knowledge of ecommerce roadmaps, transformation plans and growth tactics.”
Richard Voyce - Director of Technology - The Conran Shop
Key features and integrations
The migration to Shopify allowed The Conran Shop to shift from a complex multi-system approach to a more agile model. Shopify’s app ecosystem enabled the team to experiment without worrying about high costs or long-term commitments, which helped streamline their merchandising tools by testing various applications before selecting the best fit.
This transition brought a cultural shift, as the team moved away from extensive customisations to utilizing Shopify's built-in features. Customisations are now made only when necessary, reducing maintenance needs and empowering the team to manage their digital environment more effectively.
"Unified are a good bunch of experienced people who are nice to work with. It's a pleasure to work with the team, and they have taken the time to get to know us over the years, which has contributed to a trustworthy, open and honest relationship.
They always deliver on what they say they will deliver, and I look forward to more continued success in 2024 and beyond."
Richard Voyce - Director of Technology - The Conran Shop
Conclusion & Results
Since its launch in the UK in February 2024, The Conran Shop has achieved remarkable results, including a 54% increase in conversion rates and a 23% rise in email marketing revenue, thanks to the integration with Klaviyo. This transformation, along with a 50% reduction in the total cost of ownership, highlights the significant impact of our Shopify migration strategy.
As The Conran Shop continues to grow, we are collaborating closely with them to explore further opportunities within Shopify. Recently, they introduced a dedicated B2B site, which allows for tailored pricing for wholesale customers, all managed through the same Shopify interface. We have partnered with The Conran Shop to integrate Shopify POS (point-of-sale), creating a unified customer experience across e-commerce and retail channels. Furthermore, Shopify’s ERP integration will streamline operations, establishing a centralised system for a seamless and connected customer journey across The Conran Shop’s retail and online environments. This alignment will enhance their ability to deliver an iconic and cohesive experience at every touchpoint.
This large-scale project, executed with precision, has produced a fast and beautifully designed international e-commerce experience that continues to outperform competitors such as Heal's, Soho Home, and Loaf.
Give us a call, jump on a chat or come by our office in London. Our door is always open.