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Albee Baby Bridges Generations: 90 Years of Legacy Meets the Future with Shopify Migration
Albee Baby, a cherished family-owned business since 1933, has its roots in Alexander Weintraub's humble bicycle repair shop in New York City. Responding to the needs of local parents, Alexander expanded his services to include baby gear, eventually influencing product innovation in the baby care industry. Nearly a century later, Albee Baby remains a trusted name for families, offering an exceptional selection of baby products with honesty, care, and expert guidance.
To keep pace with the evolving retail landscape, Albee Baby migrated from its legacy Yahoo platform to Shopify, embracing advanced features and cutting-edge technology. This transition empowered Albee Baby to enhance its online presence, streamline operations, and deliver a seamless shopping experience to its customers. Today, the business continues its tradition of excellence as one of the top online destinations for baby gear, blending family values with modern innovation.
159%
159% increase in conversion with the updated PDP and collection pages.
97%
97% traffic increase by through the use of strategic SEO friendly product placement and content.
170%
Optimized Product Page, and Cart Drawer we increased The Reached checkout by 170%
The Challenge
Operating on an outdated Yahoo platform presented Albee Baby with several challenges that hampered their online growth. The rigid and outdated templates made customization difficult, limiting their ability to create a dynamic and user-friendly shopping experience that aligned with their brand identity. Merchandising was cumbersome and required extensive manual effort, making it difficult to efficiently manage their inventory and showcase products effectively. These obstacles highlighted the need for a modern, scalable solution, prompting their transition to Shopify to unlock greater flexibility, streamlined operations, and an enhanced customer experience.
The Solution
Moving to Shopify provided Albee Baby with a transformative solution to address their challenges and elevate their online presence. Shopify's flexible and modern platform enabled them to effortlessly create and update templates, allowing for seamless adjustments to meet evolving business needs and seasonal trends. Arctic Grey introduced key features like a user-friendly registry and a robust loyalty program, empowering customers with multiple ways to earn and redeem points. The platform’s intuitive theme customizer allowed Albee Baby to implement multiple viewing options, offering a personalized shopping experience that catered to diverse customer preferences.
Additionally, the introduction of a mega menu streamlined navigation, making it easier for customers to find products quickly and efficiently. Advanced discounting capabilities, including hero discounts and registry completion rewards, ensured Albee Baby could provide competitive pricing and a rewarding customer journey. Shopify’s scalable infrastructure also supported integrations with marketing tools and analytics, enabling data-driven decision-making and enhanced customer engagement. By moving to Shopify, Albee Baby gained a powerful, adaptable e-commerce solution that simplified operations, improved the shopping experience, and supported their long-term growth goals.
A Truly Diverse Range Of Action
Arctic Grey collaborated with Albee Baby to transform their online shopping experience, crafting a seamless and intuitive interface for both mobile and desktop users. The partnership focused on simplifying the customer journey with features like quick-add functionality and tools to enhance product discovery. A standout achievement was the implementation of a frictionless checkout process, meticulously designed to boost conversion rates and minimize cart abandonment, ensuring a smooth and satisfying shopping experience.
Mobile First: Prioritizing the mobile experience was key to reaching a larger audience and driving conversions. With mobile devices dominating online browsing, Albee Baby's website was optimized for usability and search engine rankings. The design featured tailored content and button placement to align with mobile users’ habits while staying true to the brand. A standout feature was the hamburger mega menu with image-based navigation, making it easier for customers to find and select products, creating a seamless and engaging mobile shopping experience.
Optimized UX: In a competitive digital marketplace, a superior user experience (UX) is essential for standing out and driving conversions. For Albee Baby, we prioritized creating a smooth and intuitive UX that simplifies navigation and enhances customer engagement. Key improvements included optimized spacing and button placement, along with the addition of variant swatches directly on product cards, enabling customers to quickly view and select product variations. Dedicated sections were added to product detail pages (PDP) to provide in-depth product information, while brand landing pages were introduced to help customers explore specific brands and their offerings. Highlighted subcollections on collection pages further ensured effortless navigation and product discovery. These thoughtful enhancements transformed the shopping experience, making it more engaging, efficient, and user-friendly.
Advanced Discounting and Loyalty Implementation: Albee Baby's e-commerce platform was elevated with advanced discounting and loyalty features designed to enhance customer satisfaction and engagement. The implementation included a robust rewards program with multiplier points to incentivize repeat purchases and foster brand loyalty. Advanced discounting capabilities allowed for flexible and dynamic promotions, ensuring customers received tailored offers such as hero discounts and other exclusive benefits. These features provided a seamless way for Albee Baby to offer exceptional value, streamline the shopping experience, and build lasting relationships with their customers.
Registry Implementation and Completion Discount: Albee Baby introduced a comprehensive registry feature to cater to customers planning for special occasions, such as baby showers and birthdays. The registry was designed to provide a seamless and user-friendly experience, allowing customers to easily add and manage products. To further enhance its appeal, a registry completion discount was implemented, offering registrants a special incentive to purchase remaining items from their list. This feature not only added value for customers but also encouraged higher engagement and repeat purchases, solidifying Albee Baby as a go-to destination for thoughtful gifting and essential shopping needs.
Arctic Grey UI/UX Design Approach.
Enhancing the desktop user experience is key to fostering visitor engagement and satisfaction. For Albee Baby, our focus was on creating a seamless experience through intuitive navigation, strategic merchandising, responsive design, and prominent calls to action. We ensured consistent branding across the website, incorporating cohesive colors, fonts, and design elements to establish a strong and trustworthy identity.
To align with their aesthetic preferences, we designed a clean, organized layout that strategically utilized white space and bold call-to-action buttons. This approach not only made the site visually appealing but also improved content readability and highlighted key elements. By optimizing the flow and spacing of information, we achieved a more enjoyable browsing experience, increased click-through rates, and boosted conversion performance.
With the rise in mobile shopping, prioritizing a "Mobile First" design was essential for improving conversion rates and enhancing Albee Baby's user experience. Major search engines like Google emphasize mobile-friendliness, making an optimized mobile user experience (UX) crucial for better search engine visibility.
To achieve this, we ensured the Albee Baby website was fully optimized for mobile devices. The design incorporated responsive layouts and an intuitive navigation, creating a seamless and enjoyable browsing experience. By investing in mobile UX, Albee Baby strengthened its competitive edge and left a positive impression on mobile users.
The Results
Albee Baby achieved remarkable success, with a conversion rate exceeding 159%
Online sales increased significantly, contributing a substantial portion of the overall revenue.
The new platform, combined with strategic UX/UI design decisions, led to a 49% increase in sales compared to the previous period.
Built with Shopify Customizer
Accelerate your Growth with powerful Shopify Features
UX for Cart Drawers
Easily see cart contents and upsells with a sliding cart drawer modal. Users will stay on the page they're viewing, and continue shopping without navigating away to a cart page.
Shoppable Collection Pages
Minimize dropoffs by allowing shoppers to add to cart seamlessly and quickly, with a quick shop. All in stock sizes and colors are directly visible on the collection page.
SiteSpeed
Optimized site speed will have the greatest impact in not only improving your bounce rate, but increasing search engine rankings, and improved conversion rates overall.
Our Process
Discover
Define
Develop
Quality Assurance
Deliver
A/B Testing
01 Research
We start our partnership with a client with a kick-off call with a dedicated member of our Success Management team. There, we discuss the site in detail, UX and UI goals, any existing pain-points, and potential solutions. Our team of Success Managers have extensive knowledge of Shopify, and provide ongoing support and daily communication to our clients.
02 Branding
We believe in the power of simplicity and strive to create eCommerce solutions that embody both elegance and functionality.
03 UX Design
From there, we dive right in to the branding and UX design with our talented team of designers. Our focus on delivering results has solidified our commitment to crafting the finest Shopify experiences through dynamic and beautiful UX and UI, and The Cashmere Sale was no exception.
04 UI Design
Our global team of developers are unparalleled in the pursuit of perfection of creating dynamic and responsive themes, that also allows a merchant the ability to manage their site through advanced customization features.
05 Development
We are multi-award winning Shopify Plus Design & Development Firm.
At Arctic Grey, we craft the most exceptional eCommerce solutions for Enterprise Merchants worldwide. Our commitment to excellence is evident in the overwhelmingly positive feedback from our clients, with over 500 Five Star Reviews.
06 Quality Assurance
Our talented Quality Assurance team test each element of a new site, from both a technical and user’s perspective. They are true perfectionists, and have extensive knowledge of UX and UI best practices on all mobile and desktop devices.
07 A/B Testing
AB Testing is crucial, and we are passionate about delivering excellence for our clients by using clear, data-driven results driving all decision making.
The Multi Award Winning Shopify Management Team at Arctic Grey
Brooke Sanderson
Merchant Success Director
Jake Amos
Co-Founder
Truc Peter
Senior Account Executive
Jenn Baratto
Senior eCommerce Manager
Anthony Spallone
Co-Founder
Thiara Fernández
Account Executive
Humara Kausar
Senior Account Executive
Hugo Silva
Senior Solutions Architect
Maddie Schwartz
Senior Account Executive
Best Website Design 2022
Best Web Developers in New York 2022
Top Web Developers 2020
Top Web Developers 2024
Enterprise Shopify Plus
Best Development 2021
Top Digital Agency 2024
Best Shopify Agency
Best Support 2021
Engineering each solution
Arctic Grey has taken an innovative approach to customer experience. We conducted research that pinpointed areas of confusion around our product offering, allowing us to make adjustments and improvements for the user journey - so customers shopping can have a more engaging experience. Our findings will serve as guidance in developing future projects moving forward.
During the project, we provided and continue to provide the following services and support:
- Strategic Product Placement
- Site Speed Optimization
- Custom Upsell Cart Drawer
- Email Marketing Optimization
- Core Web Vitals Management
- CRO & AOV Optimizations
- Full Responsive Experience
- 24/7 On Demand Support
- E2E Shopping Experience
The Conclusion
The partnership between Albee Baby and Arctic Grey marked a transformative migration from an outdated Yahoo store to the robust Shopify platform. This shift allowed for the implementation of advanced discounting, loyalty programs, registry features, and improved navigation, resulting in a fully optimized e-commerce experience. By modernizing their platform, Albee Baby enhanced usability, engaged customers, and drove conversions. These tailored solutions not only met the needs of their customers but also positioned Albee Baby for sustained growth and success in the competitive online marketplace.
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