VIOLET GREY curates the best in beauty, offering expertly vetted, red-carpet-approved essentials. Committed to integrity, education, and trust, every product is tested by industry experts and must meet elite standards. From never-fail eyeliners to derm-approved creams, VIOLET GREY ensures customers confidently invest in high-performance beauty essentials - all in one place.
Services
Site Migration
UX & Web Design
Business Analysis
Front End Development
Back End Integrations
Search Engine Optimization
Ongoing Managed Services
Account & Project Management
The Goals
The project aimed to migrate VIOLET GREY to Shopify Plus, ensuring a seamless transition with intuitive site management. Key goals included boosting sales, enhancing editorial integration, and maintaining flexibility. We focused on strengthening customer connections, reinforcing the brand's luxury image, and cementing its status as the go-to for curated beauty. The revamp prioritized user experience, e-commerce best practices, and scalability while preserving the brand's aesthetic and driving growth.
The Challenges
The project faced the challenge of simultaneously launching a new site while transitioning to a new 3PL/ warehouse, which complicated product data management. Each system - Shopify, NetSuite, and the warehouse - had distinct data requirements, creating interdependencies. 1R worked closely with the NetSuite admin and warehouse team to ensure accurate data mapping and smooth operations. Additionally, defining the needs and expectations of both current and future customers was a key challenge.
We brought in 1r Agency to lead a major digital transformation for VIOLET GREY. They delivered a seamless re-platform to Shopify, redesigned the site from top to bottom, and supported our other key initiatives, including migrating to a new 3PL and expanding our retail presence. Their strategic thinking and executional excellence played a key role in repositioning VIOLET GREY for growth.
Mihir Parthasarathy, Director of Corporate Development
The Results
1r Agency successfully managed VIOLET GREY's transition, enabling them to choose their own eCommerce platform, ERP, and 3PL. We also supported the launch of Shopify POS at the flagship store, with plans for expansion to another location in early 2025. Despite challenges in onboarding new systems, order volume remained steady post-launch.
Conclusion
The project aimed to improve the experience for both current and new customers. Key improvements include better product discovery and education, improved purchasing experience, and setting up infrastructure to launch new features. Design improvements were incorporated throughout the site, helping drive revenue across categories like skincare, makeup, and fragrance.
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