The Conran Shop: Shopify migration & Middle East expansion

Platform: Shopify Plus
Industry: Home & Living

Shopify Plus migration and Middle East expansion for this iconic homeware brand

  • Shopify Plus migration

  • Klaviyo Implementation

  • International Expansion

  • Email Marketing consultancy

  • Tech Consultancy

  • Ecommerce Strategy consultancy

  • Full site redesign

  • UX / UI audit & improvements


The story so far

The Conran Shop, established in 1973 by Sir Terrence Conran, continues to offer innovative and contemporary designs in furniture, lighting, and home accessories. Sir Terrence, a pioneering designer and architect, believed great design should be accessible to all.

The challenge

The decision to migrate from Magento to Shopify was driven by the need for flexibility and scalability to support expansion into the Middle East. The Conran Shop also aimed to cut costs, streamline ecommerce technology integrations, and improve reporting, all while undergoing a transformative rebrand.

Unified approach

The Conran Shop collaborated with the Unified design team to create storyboards and wireframes, crafting a fresh design for the new Shopify site. This included some key UX improvements and innovations, such as 360 AR technology, a sidebar fly-out navigation for product listings, and a ‘quick look’ feature. These innovative features were implemented as a means to stand out against TCS's competitors in the home & living market.

Digital transformation

Simultaneously, we upgraded TCS's Customer Service platform and overhauled their tech stack. Integrating solutions like Klaviyo for email marketing and Gorgias for customer service, these new solution integrations replaced complex systems with easy-to-install Shopify Apps, saving time and money for TCS.

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

Klaviyo implementation

Aside from the migration to Shopify, Unified also worked closely with The Conran Shop to integrate with Klaviyo. Alongside a new site and, The Conran Shop wanted to improve their revenue and conversions through this channel with a more robust email marketing strategy. We decided to launch Klaviyo via Shopify integration in January 2024 and since then The Conran Shop have realised the following results: 

  • Email is now second best performing channel for TCS  

  • 23% increase in email marketing revenue

  • Email makes up 21.8% of channel share of users  

  • Email makes up 19.6% of channel share of revenue  

  • Email makes up 20% of channel share of conversions

"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

The Conran Shop boldly streamlined their offerings, focusing on their own brand products and expanding into the Middle East. This overhaul included a tech stack transformation, replacing costly solutions with efficient integrations, resulting in a 75% reduction in ecommerce running costs.

This large-scale project, executed with precision, produced fast, beautifully designed international websites that now outperform competitors like Heals, Soho Home, and Loaf.

Reduction in total cost of ownership
Increase in performance metrics
Increase in email marketing revenue
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