brand & omnichannel commerce
Omnichannel Commerce for Small Businesses
– This one survived the Pandemic
end to end asset creation
Unifying Culture & Identity
The owner of this jewelry brand came to me looking for guidance with launching their business to the public. Their goal was to start selling as a vendor at in-person events and sell experiential custom pieces by establishing brand touchpoints that make connections and fulfill in-person and online orders.
For this project, we started with a 90-day action plan for the launch of their Shopify store and designed their visual brand identity and Shopify store. We centered the messaging around unique gemstone jewelry and sensational pop culture pieces that black nerds could enjoy.
the challenge
With omnichannel eCommerce on the rise, small businesses with small or unique inventory need to optimize their sales channels with a business model that can withstand significant economic changes such as a recession or pandemic. The team needed to help ZMakesBeads establish itself as a premium customer jewelry experience in taste-making and culture-building.
the solution
3-month action plan
We did a strategy session focused on our client's brand messaging, spiritual elements, and a 3-month plan to launch the store and build a customer base.
shopify store buildout
We built a Shopify store that works seamlessly with Shopify apps that help our clients with making POS, online, and wholesale orders.
email launch campaign
We wrote, designed, and launched a campaign. This campaign launched to a small list of people that grew into a small, loyal customer base of repeat buyers
pos setup & production
We launched monthly online sales with Klaviyo and Smile Rewards and quarterly pop-up shops using Shopify POS .
2018 metrics
ZMakesBeads launched successfully and consistently reached POS and online store sales benchmarks.
10%
online retail order sales
10%
custom order online sales
90%
pos sales
$130
average order value
2023 metrics
Scaled business to 834 recurring customers within five years. While the average order value decreased, ZMakesBeads has an impressive returning customer rate for a company that sells one-of-a-kind jewelry.
32.26%
returning customer rate
19%
online retail order sales
81%
pos sales
$63.97
average order value
takeaways
The difference in numbers from post-launch till now has proven that small businesses with small or unique inventory sets can withstand drastic economic changes. During a quarterly check-in with the client, they said that a large part of what kept them in business was the foundation built thanks to a thorough market, product, and UX strategy. While the average order value decreased over the years, Returning Customer Rate has steadily grown—an impressive feat for a business that sells an exclusive amount of unique inventory.
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