We designed Etikette’s system with retention at its core. Klaviyo automations nurture customers from welcome flows to replenishment reminders, while loyalty triggers reward repeat purchases. Okendo reviews and quizzes build trust and personalisation, helping first-time buyers feel connected to the brand and more likely to return.
Etikette
Transforming a Beautiful Brand into a Seamless eCommerce Engine
Etikette’s products were adored in stores, but online the website lacked storytelling, structure, and flow. Customer journeys were fragmented, manual processes slowed the team down, and the site struggled to convey something as hard to communicate as scent. They needed a digital experience that captured the sensory richness of their products and turned first-time buyers into lifelong customers.
Our Approach: Storytelling Meets System Design
T&H Digital transforms Shopify, Klaviyo, and the wider tech stack into seamless, revenue-driven ecosystems. For Etikette, we designed a solution that married brand storytelling with system engineering — creating a store that delights customers and works around the clock.
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We began with the brand experience, building a lifestyle-driven Shopify store that feels as sensory and personal as the products themselves. Shoppers can browse by fragrance notes or explore curated collections, guided by an interactive Scent Quiz that helps them discover their perfect match.
With the brand foundation in place, we shifted focus to strategy-led conversion and retention. Our approach combined design, content, and systems: subtle upsell and cross-sell prompts, seasonal bundles, and a free shipping calculator optimised the path to purchase. We introduced a guided Scent Quiz to help customers discover their perfect fragrance online and integrated Okendo reviews to build trust at the point of decision.
On the service side, Gorgias streamlined customer support, equipping the Etikette team with a centralised inbox and chatbot that made it simple for customers to connect. Behind the scenes, Klaviyo automations and loyalty integrations now nurture relationships long after the first purchase, turning fleeting visits into repeat business. Together, these elements transformed Etikette’s website into a seamless, scalable sales engine—powered by a Shopify, Klaviyo, Gorgias, and Okendo ecosystem that gives the team fingertip control and frees them from manual effort.
Building a scalable, future-ready eCommerce engine
Etikette’s new system wasn’t just about solving today’s challenges — it was about building the right foundation for tomorrow. Every touchpoint is frictionless and on-brand, automation drives revenue in the background, and the store can scale effortlessly with new campaigns and product launches.
We chose this stack because each platform plays a specific role in creating a growth engine that unites storytelling, technology, and automation:
- Shopify → Best-in-class for ecommerce operations. It scales seamlessly from boutique to enterprise, supports 3rd-party integrations, and provides a mobile-first, conversion-ready storefront.
- Klaviyo → Built for lifecycle marketing and retention. With advanced segmentation, automation, and personalised flows, Klaviyo nurtures relationships at scale — from welcome to replenishment to loyalty triggers.
- Okendo → More than just reviews. We used Okendo to power reviews, quizzes, surveys, and loyalty programs, giving Etikette social proof at the point of decision and deeper insight into customer behaviour. This data now fuels segmentation and product development.
- Gorgias → Customer support that integrates directly into the sales and marketing stack. A centralised inbox and automation reduce response times and create a more consistent brand experience.
Together, this ecosystem eliminates manual processes, ensures consistent customer data across channels, and creates a system that can scale with new products, campaigns, and customer growth.
The Impact
- Average order values increased through strategic upsells and gifting flows
- Repeat purchases grew with loyalty programs and automated touchpoints
- Day-to-day operations became simpler thanks to a unified, scalable tech stack
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Organic Traffic growth YoY
Driven by organic visibility and return visits, not ads. Achieved in the age of AEO where most brands saw declines.
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cross-channel uplift
Enhanced design and refreshed content boosted brand consistency across channels, driving referral traffic and discovery from social, search, and partner networks.
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mobile sessions YoY
Mobile-first redesign doubled engagement without depressing AOV.
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3.9% site conversion (+10%)
Outperformed ecommerce benchmarks (≈2–3%), proving the UX redesign impact.
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checkout conversion
Streamlined checkout flow reduced drop-offs and boosted funnel efficiency.
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returning customer rate
Loyalty held steady despite wholesale changes — a strong retention signal.
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average order value
Stable spend from D2C customers despite removing wholesale bulk orders.
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guided discovery lifts basket value
Scent Quiz performance → $10.3k attributed revenue, 18% CVR, AOV $135.48 — proof guided discovery lifts basket value.
“Working with T&H Digital has been an absolute game changer for us. They feel like an extension of our team, seamlessly filling the gaps in our expertise. From redesigning our website to managing our social media and creating a brand strategy, their professionalism has been unshakable at every step. What really sets them apart is their dedication to empowering us — they provided detailed documentation and training so we can confidently manage our digital tools. Their work continues to delight us, even a year on. T&H Digital is our secret weapon for brand consistency and growth.”
Georgia Walker
Director, Etikette Candles
“The [Etikette] store looks absolutely fantastic. The design is not only beautiful but also incredibly user-friendly and easy to navigate… A great job in creating an inviting and efficient shopping environment.”
Shopify Team
Built to Grow
Etikette’s new eCommerce system is ready for today and the future. Every touchpoint is frictionless and on-brand, automation drives revenue in the background, and the store can scale effortlessly with new campaigns and product launches.
From Beautiful Brand to Seamless eCommerce System
Etikette’s transformation proves what happens when artisanal storytelling is paired with engineered systems: customers shop with ease, baskets grow, and loyalty builds naturally.
FAQs on Building a Scalable eCommerce System
How do you turn first-time buyers into repeat customers?
Why did you choose Shopify as the foundation?
Shopify is purpose-built for scalable eCommerce. It gives Etikette a mobile-first, conversion-ready storefront with the flexibility to integrate tools like Klaviyo, Okendo, and Gorgias. This ensures the store can handle seasonal peaks, product launches, and long-term growth without complex maintenance.
What role do reviews, quizzes, and surveys play in growth?
Reviews provide social proof, quizzes guide discovery, and surveys deliver insights. With Okendo powering all three, Etikette can influence purchase decisions in the moment, understand customer preferences, and feed data back into product development. This ecosystem closes the loop between brand storytelling and measurable growth.
How does customer support integrate into the sales journey?
With Gorgias, Etikette’s support team now operates from a centralised inbox connected directly to Shopify and Klaviyo. This means faster responses, automated FAQs, and a consistent brand voice across every interaction — turning customer support into a growth driver rather than a bottleneck.
What business goals did this project target?
The project focused on building a scalable, future-ready eCommerce engine. That meant increasing revenue through higher AOV and conversion rates, driving loyalty and repeat purchases, and reducing manual work with automation. Together, the Shopify + Klaviyo + Okendo + Gorgias ecosystem ensures Etikette has a system that grows with the brand.
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Increased Open Rates:
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Higher Click-Through Rates (CTR)
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Boost in Conversion Rates
What our clients say about us
I was so excited to see your list of e-commerce optimisation insights alongside the refined flows. What a welcome surprise! We really appreciate the time and consideration from your team to help uplift Etikette's entire online ecosystem.
Katharine Ahern ~ Brand & Marketing Manager
If your products are loved but your online experience doesn’t do them justice, it’s time to change that. We design lifestyle-driven stores, craft storytelling content, and engineer the systems behind them, turning browsers into loyal customers around the clock.
More sales. More repeat buyers. Less manual effort.
You don’t work with junior account managers. You work directly with senior specialists who design the brand experience, build the technology, and optimise every touchpoint for measurable growth.
From story to scale, we turn websites into growth engines.
