Delugs: Transforming Customer Experiences in Luxury Watch Straps with Shopify Plus.

Table of Contents

1. Key Highlights:
2. Introduction
3. The Challenge: Manual Processes Hindering Efficiency
4. The Solution: A Multi-Channel Strategy
5. Use of Automation: Streamlining Operations
6. The Results: A Seamless Customer Journey
7. Future Developments: Continual Innovation

Key Highlights:

• Increased Performance Metrics: Since transitioning to Shopify Plus, Delugs has experienced a 58% increase in checkout conversion rates, a 14% rise in returning customers, and a 13% growth in total orders year-over-year.
• Enhanced Personalization: Automation tools implemented post-upgrade have improved customer interactions, reduced incorrect orders, and streamlined personalized shopping experiences.
• Global Reach: Delugs expanded its market presence effectively, reaching customers across international borders with localized content and a seamless shopping journey.

Introduction

In an overcrowded marketplace where luxury and personalization reign supreme, success hinges on a brand’s ability to connect authentically with its customers. Delugs, a luxury watch strap brand based in Singapore, has demonstrated this principle through its innovative approach to e-commerce. Founded in 2018 by Kenneth Kuan as a humble leathercrafting venture, Delugs has rapidly grown to cater to a global clientele, including notable figures like musician Ed Sheeran. However, the brand faced significant challenges in maintaining customer engagement and operational efficiency as it scaled. The solution lay in their strategic upgrade to Shopify’s Plus plan, which not only transformed their business model but also significantly enhanced their customer experience.

The Challenge: Manual Processes Hindering Efficiency

Although Delugs thrived in its early stages with an online-first approach, the growth trajectory led to operational bottlenecks. The reliance on manual processes—such as customizing emails for customers based on their purchase history—became unsustainable. Delugs recognized that in an increasingly competitive market, they needed to offer a more personalized shopping experience without losing the essence of efficiency. As a result, customers often made purchasing errors, leading to increased returns and dissatisfaction.

One of the primary aggravations was the difficulty customers faced in selecting the right strap from a wide array of sizes and styles. This complexity was exacerbated for international buyers dealing with varying pricing and duties. Retailers too found the purchasing process cumbersome, forced to navigate through the consumer-facing site to obtain bulk discounts, which undermined the ability to foster strong B2B relationships. Ultimately, Delugs needed a comprehensive solution that allowed for scalability while addressing these operational challenges.

The Solution: A Multi-Channel Strategy

Upgrading to the Shopify Plus plan provided Delugs with the necessary infrastructure to refine their customer experience. Partnering with Jumpstart Commerce, they launched a multi-storefront approach that enabled distinct yet unified interactions across various customer segments—retail, wholesale, and direct-to-consumer (DTC). This strategy hinged on delivering personalized experiences without compromising on the operational aspects of the business.

The cornerstone of this upgrade was the development of a bespoke “Watch Finder” tool, which harnessed Shopify’s advanced features, such as metaobjects and a higher application programming interface (API) call rate. The tool empowers customers to easily identify which strap is compatible with their watch model, dispelling the confusion that plagued previous transactions.

Furthermore, Delugs exploited Shopify Markets to facilitate international expansion by localizing aspects like pricing, currency, and duty management. With internet traffic being heavy from the US, as well as emerging markets in the Middle East and Hong Kong, this capability enabled Delugs to operationalize its business model without the need for separate sites for each locale.

In setting up a dedicated B2B store, Delugs provided a streamlined interface specifically tailored for retail partners. This portal enhanced order management with personalized catalogs, bulk ordering options, and customized pricing, which significantly improved the buying experience for wholesale clients. The seamless integration of Shopify Payments fortified the security of transactions while extending payment methods for diverse markets.

Use of Automation: Streamlining Operations

Automation played a pivotal role in Delugs’ operational overhaul. Leveraging Shopify Flow, the brand created rules to prevent errors in size selection, facilitate product bundling, and segment users based on their buying behaviors. For instance, new customers purchasing specific items, such as the Deployant Clasp product, receive automated emails with installation instructions, helping minimize the scope for errors and enhancing the overall customer journey.

With these tools, the entire back-end process became streamlined, reducing the time and effort spent on manual tasks. This freed up resources allowing the company to focus on more strategic decisions and creative aspects of the brand, further contributing to its global ambition.

The Results: A Seamless Customer Journey

Upon implementing the upgraded solutions through Shopify Plus, Delugs transformed how customers interact with its offerings. The Watch Finder tool, along with other enhancements, created an intuitive shopping experience that not only bolstered confidence in transactions but also clarified the often-confusing aspects of international shopping, such as pricing and duties.

The results are evident. Delugs reported notable increases in several key performance indicators since moving to the Shopify Plus platform: there was a remarkable 58% year-over-year increase in checkout conversion rates and a 14% rise in returning customers. Additionally, the company enjoyed a 13% year-over-year growth in total orders, underscoring the effectiveness of their scalable solution.

On the B2B side, wholesalers experienced heightened satisfaction due to the tailored ordering experience, with faster reordering capabilities and a more intuitive interface that reduced the operational friction they typically faced.

Future Developments: Continual Innovation

Delugs is not resting on its laurels. In collaboration with Jumpstart Commerce, the company is actively working to merge the existing tools into an even more comprehensive product discovery experience. The anticipated “Strap Finder” tool will allow users not only to discover compatible straps but also visualize how different straps complement their watches in a user-friendly, intelligent format. This innovative approach reflects Delugs’ commitment to maintaining its luxury positioning while ensuring customer satisfaction.

FAQ

What is Delugs?
Delugs is a luxury watch strap brand based in Singapore, known for its high-quality, handcrafted straps that cater to a global audience.

What challenges did Delugs face prior to upgrading to Shopify Plus?
Delugs encountered operational difficulties stemming from manual processes, leading to customer confusion, incorrect orders, and inefficiencies in B2B retail transactions.

How did Shopify Plus enhance Delugs' operations?
The upgrade allowed Delugs to implement automation, multi-storefront strategies, and tailored customer experiences, which collectively improved conversion rates and customer satisfaction significantly.

What kind of tools has Delugs developed to aid customer experience?
Delugs has implemented the “Watch Finder” tool for product compatibility and is in the process of launching the “Strap Finder” for enhanced visualization to assist customer decision-making.

How has the upgrade impacted Delugs' business metrics?
Delugs has experienced a 58% increase in checkout conversion rates, a 14% increase in returning customers, and a 13% growth in total orders year-over-year after the transition to Shopify Plus.

By embracing a more automated and personalized shopping model on Shopify Plus, Delugs stands as an emblem of modern e-commerce success within the luxury apparel sector, continually evolving to meet and exceed the expectations of discerning consumers.