A specialist retailer's store, data and back office, built to work together
A UK retailer of sewing machines, fabrics and haberdashery with a large, technical catalogue. We built its custom theme, fast filtered collection pages, and an app that joins up its data and automates the back office.
- Sector
- Sewing machines, fabric and haberdashery
- Catalogue
- Thousands of fabrics and machines
- Our work
- Theme, custom app and monthly support
- Working together since
- 2023
A technical catalogue and a busy back office
Sewing machines are a considered purchase: customers compare models, ask about finance and want advice before they buy. Fabrics are the opposite problem, with thousands of products that shoppers need to narrow down quickly.
Behind the store, the team was working across Shopify, a warehouse system, email, helpdesk, reviews, analytics and accounts, with reporting spread across all of them and routine jobs done by hand.
What we built
A custom Shopify theme
Over 180 custom sections, including finance calculators and eligibility pages, buyer's guides with comparison tables, a machine finder, brand landing pages and a help centre.Fast filtered collection pages
Separate collection layouts for machines and fabrics, with live filters, mobile filter and sort drawers, side-by-side product comparison and deal badges, built into the theme for speed.Competitor price monitoring
Competitor prices checked twice a day, with alerts when a product drops below its recommended retail price.Back-office automation
Fraud-held orders cancelled in the warehouse system automatically, pre-order products tagged by month, price-drop alert sign-ups sent to the sales team, and image alt text written in bulk.Custom discounts and campaigns
A bundle discount built as a Shopify Function, and a customer photo competition that runs inside the store.All the data in one place
Orders, products, customers and stock from Shopify, joined with analytics, Search Console, email, helpdesk, reviews, ad attribution and accounts data, and connected to AI tools so the team can ask questions in plain English.
Selling a large or technical range?
Considered purchases and big catalogues need more than a standard theme, and the back office usually needs more than spreadsheets. These are the parts of this project that carry over to other stores.
Help customers choose
Comparison tables, product finders, buyer's guides and filters that make a big range easy to shop.Automate the routine jobs
Price monitoring, order checks and tagging handled by a custom app instead of by hand.See all your data in one place
Ask questions across Shopify, Klaviyo, GA4 and more in plain English, with our Ask AI app.
More Shopify case studies
Other stores we’ve built and still look after.