- Case Study
How a Local Skincare Boutique Scaled Nationwide on Shopify
Project info
Client Name:
Marcus Delaney
Category:
Shopify
Project:
Organic Facial Serum Line
Brand:
Delaney Naturals™
Background
Marcus Delaney, a 43-year-old skincare specialist and spa owner in Seattle, had spent over a decade formulating small-batch, organic skincare products for his local clientele. As demand grew beyond walk-ins and referrals, Marcus decided to bring his boutique brand online—but he knew little about digital sales, order fulfillment, or eCommerce systems.
He partnered with Ecom Automation Wizards to transform Delaney Naturals™ into a nationwide direct-to-consumer brand via Shopify—while maintaining his commitment to small-batch quality and holistic skincare.
Challenges
- Transitioning from in-store retail to online fulfillment
- No prior Shopify or digital advertising experience
- Needed automation without compromising product quality
- Required FDA-compliant labeling, packaging, and claim vetting
- Desired a brand presence that reflected authenticity and wellness
Our Approach
1. Digital Brand Translation
We developed a clean, nature-inspired Shopify storefront designed for trust and storytelling. It included:
- Skin-type filtering system
- Detailed ingredient transparency
- Customer testimonials with before/after imagery
- “Formulated by Marcus” brand narrative to reinforce credibility
2. Shopify Setup & Backend Automation
We handled the full setup of:
- Shopify Payments, Klarna, and PayPal
- Shipping zones and rate automation
- Subscription module for refills and monthly skin kits
- Backend inventory syncing with in-store POS (Point-of-Sale)
- Custom dashboard tracking revenue by region and top SKUs
3. Compliance & Labeling
Our team reviewed label language and product claims to ensure Marcus’s brand was compliant with Shopify guidelines and U.S. skincare regulations. We also sourced eco-friendly packaging with low MOQs to retain the boutique feel.
4. Content-Driven Marketing Strategy
Results:
- $34,200 in sales (40% returning customer rate)
- Top product: Vitamin C Day Serum – 1,050+ units sold
- 3.2% average Shopify conversion rate
- Over 1,500 email subscribers via “Free Skin Quiz” funnel
- 5-star rating across Facebook, Google, and on-site reviews
- Fulfillment time reduced by 60% through automation and batching
- Repeat customer orders made up 44% of total revenue in Month 3
5. Email, SMS & Retargeting Automation
Using Klaviyo and Postscript, we launched:
- Skin quiz email segmentation
- Seasonal campaigns (Winter Hydration Set, Spring Glow Kit)
- Refill reminders for serum subscriptions
- SMS-based discount nudges during abandoned cart sequences
Key Takeaways:
- Bridging Offline to Online Requires Precision: Local success can scale nationally with the right eCommerce infrastructure.
- Education Builds Loyalty: Teaching customers not only converts, but creates advocates.
- Automation Doesn’t Kill the Brand Feel: Marcus’s boutique identity was preserved through curated packaging, personal branding, and meaningful flows.
- Sustainability Matters: Eco-conscious packaging and practices created buzz and aligned with customer values.
Testimonials
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