Hey Marly: Successfully scaling a fashion and lifestyle brand on Shopify

Thanks to the collaboration with tante-e, Hey Marly has an optimized Shopify store that perfectly reflects its brand identity and optimally showcases its popular mix & match sandals. The new store impresses with improved performance, intuitive navigation, and an intelligent bundle system for a seamless shopping experience.

Füße in Bastsandalen mit Muscheln und orangefarbenen Quasten auf Sand

For example, Hey Marly implements a complex bundle system for their convertible sandals .

To the shop

  • The initial situation

    Hey Marly is a lifestyle and fashion brand specializing in convertible sandals, stylish accessories, and versatile designs. With a focus on individuality and sustainability, the brand offers products that can be flexibly adapted to every look and occasion. Following rapid growth, Hey Marly is now internationally active and, in addition to its online shop, also operates a brick-and-mortar store in Cologne.

  • The challenge

    Despite a dedicated team and a clear focus on fashion and data-driven work, Hey Marly faced numerous new challenges. Limited internal resources made it difficult to independently implement all ideas on the Shopify platform. In particular, the presentation and functionality of the Mix & Match sandals required specialized solutions to optimize the shopping experience for customers.
  • Drei Smartphonedisplays Hey Marly App Produktdetail weiße Stepp-Tasche Model in Jeans Model in Kleid mit Sandalen und Warenkorbübersicht

  • The solution approach

    Hey Marly turned to tante-e to conduct a comprehensive analysis of visitor behavior and uncover untapped potential. Using a combination of quantitative and qualitative methods, the experts developed a clear action plan. As an extended e-commerce team, tante-e supported the selection and implementation of suitable solutions on Shopify to gradually realize the desired improvements.

The implementation

Intelligent bundle logic
The tante-e team developed a complex bundle logic for the Mix & Match sandals, with automated pricing, inventory checks, and delivery time display. This customized solution ensures a seamless purchasing experience for these popular customizable products.

Improved performance
By modernizing the entire theme and replacing app logic with custom solutions, loading times have been significantly improved. The new setup based on a premium theme provides a reliable and fast foundation for future expansion.

Optimized shopping cart
The improved cart drawer with dynamic cross-selling, sticky section and clear display of discounts, delivery times and shipping information ensures maximum transparency in the purchasing process.

Extended product presentation
The Featured Collection section with tab functionality on the homepage allows for user-friendly browsing through multiple collections. Customizable backgrounds for product images, depending on the category, further showcase the products.

Intelligent product recommendations
Dynamic cross-sell and up-sell functions on product detail pages and in the shopping cart effectively increase the shopping cart value, e.g. by recommending suitable toppings for the selected sandal.

The implementation

01

Intelligent bundle logic

The tante-e team developed a complex bundle logic for the Mix & Match sandals, with automated pricing, inventory checks, and delivery time display. This customized solution ensures a seamless purchasing experience for these popular customizable products.

02

Improved performance

By modernizing the entire theme and replacing app logic with custom solutions, loading times have been significantly improved. The new setup based on a premium theme provides a reliable and fast foundation for future expansion.

03

Optimized shopping cart

The improved cart drawer with dynamic cross-selling, sticky section and clear display of discounts, delivery times and shipping information ensures maximum transparency in the purchasing process.

04

Extended product presentation

The Featured Collection section with tab functionality on the homepage allows for user-friendly browsing through multiple collections. Customizable backgrounds for product images, depending on the category, further showcase the products.

05

Intelligent product recommendations

Dynamic cross-sell and up-sell functions on product detail pages and in the shopping cart effectively increase the shopping cart value, e.g. by recommending suitable toppings for the selected sandal.
Zwei Smartphones mit Hey Marly Onlineshop links cognacfarbene Sandale mit Kristallriemen rechts schwarze und cremefarbene Umhängetaschen mit Model Drei Smartphonedisplays Hey Marly App Produktdetail weiße Stepp-Tasche Model in Jeans Model in Kleid mit Sandalen und Warenkorbübersicht Drei Smartphones mit Hey Marly Onlineshop: links Sommer-Sandalen, Mitte Model in Jeans mit Cognac-Zehentrenner, rechts Zehentrenner-Auswahl

The results

Hey Marly benefits from a fully optimized Shopify store that perfectly reflects its brand identity and significantly improves the customer experience. The intelligent bundle system for its mix & match sandals simplifies the purchasing process and sets the brand apart from competitors. Improved performance and intuitive navigation allow visitors to navigate the product range faster and more easily, leading to higher conversion rates. The integration of Marly's Club as a loyalty program also sustainably strengthens customer loyalty.

Lessons Learned

The collaboration between Hey Marly and tante-e demonstrates the importance of a thorough analysis of visitor behavior for optimizing the presence of a strong D2C brand. The combination of data-driven analysis and customized solutions resulted in a shop that is not only technically impressive but also optimally conveys Hey Marly's unique brand identity. The gradual implementation of improvements made it possible to continuously learn from feedback and further refine the shop to meet customer needs.

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