Peacock Alley - Shopify & Digital Strategy Case Study
How Eyeful Media helped Peacock Alley migrate from Magento to achieve dramatic e-commerce sales and revenue growth
Industry: B2C & B2B Luxury linens
Services: Strategy, Paid media, Analytics
Previous Platform: Magento
New Platform: Shopify Plus
Industry: Luxury Linens
Use Case: Growth and scale, replatforming, usability
Peacock Alley was Eyeful Media’s first client and remains a client today. We recently drafted this case study highlighting the amazing progress we’ve made since the migration.
Our Client & Results
In 1973, Mary Ella Gabler founded Peacock Alley. Her company established the luxury linen market in the United States. Five years ago, despite four decades of success, online sales stagnated.
Jason Needleman, CEO of Peacock Alley, partnered with Eyeful Media to breathe new life into the e-commerce channel.
Working with Eyeful's CEO, Antonella Pisani, they migrated the website from Magento to Shopify Plus and accomplished the following results:
Session length improved 155%
Conversion rate improved 134%
Revenue run rate improved 637%
The Challenge
For the first 46 years of Peacock Alley's existence, they were a B2B company that sold its products through independent resellers. As a result, they did not know or have access to customer details beyond the insights gained through surveys and anecdotal information. In 2017, Peacock Alley partnered with Eyeful Media to learn more about its online customer and grow the e-commerce channel.
"As a wholesaler, we were operating in the dark ages when it came to an understanding of our customer and their buying experience," Needleman explained.
"What we needed to do to grow our e-commerce channel was to get a bright light shined on everything. Everything good, and everything bad. We needed to go beyond our traditional marketing segmentation and transition into a more personalized view of our consumers."
With Magento, Peacock Alley lacked the control and usability needed to understand buyer behaviors and gain that personalized view of their consumer. Needleman and Pisani first focused on an audit that highlighted website usability issues on Magento to understand the current onsite shopping experience. They then integrated those learnings into the Shopify Plus migration strategy to achieve their e-commerce goals.
The Solution
Twelve months after entering into a relationship with Magento, Peacock Alley replatformed with Shopify. Eyeful Media conducted a comprehensive audit across all aspects of the business to identify what was working and what was not before the migration. That strategy project highlighted several online shopping experience issues that were eye-opening for Peacock Alley.
The migration to Shopify Plus resolved those issues. It also improved user experience, optimized engagement, and accelerated paid search performance, along with providing the customer data and insights that Peacock Alley needed to grow.
"We were a Magento house before we decided to move to Shopify," Needleman added. "What the migration did was give us more control and insights.
"Shopify Plus has been a way for us to simplify our business and concentrate on what we do well at Peacock Alley, which is to make sheets."
The Results
Since moving to Shopify, Peacock Alley has grown its e-commerce channel dramatically. The average session length increased by 155%. This improved user experience resulted in a 134% increase in conversion rate, which has led to a revenue run rate improvement of 637%. Paid conversions are also up 1,500% since migrating from Shopify Plus on only a 721% increase in spend.
"The first few months focused on education," Pisani said while describing Eyeful’s approach to the project. "Identifying the usability issues, kicking off the Shopify Plus migration project, and then taking on paid media management from there.”
"As time went on, we had the opportunity to be more strategic and forward-looking based on the new data and insights we were gaining with Shopify. We've continued to manage paid media through the years and are focused on identifying the next set of strategic digital & ecommerce priorities for Peacock Alley."
One of the upcoming priorities includes integrating Shopify POS with the retail store experience as a next step to help continue online growth for Peacock Alley.
"Going from the dark ages into an enlightened era with Shopify's functionality and insights on the e-commerce side has led us to want to do even more,” Needleman said. "Right now we are working on integrating the retail shopping experience with the website and are excited about the results we will continue to achieve in the future.”