The old adage “the nose knows” rings true when it comes to the growth of the perfume market. No one understands this better than FragranceNet.com, a trailblazer in the online fragrance retail market since 1997. They have always prioritized evolving to meet the demands of their diverse customer base.
FragranceNet.com tapped into the burgeoning ecommerce market to transform how customers shop for beauty products. Over the years, the company expanded its catalog to over 40,000 unique SKUs across diverse audiences, preferences, and price points. Recognizing that a seamless checkout can make or break a purchase, FragranceNet.com sought a solution to meet the growing expectations of their customers.
The team decided that Shop Pay had the features they were looking for: one-click, autofill for shipping and billing, and seamless integration into their current platform. With the help of Shop Pay, FragranceNet.com was able to improve their checkout process significantly and experience growth after only one month.
By integrating Shop Pay, FragranceNet.com has seen the following results:
- 3.4% increase in conversion rates
- 7.5% growth in new customer acquisition, expanding market reach
- Integration completed in just 8 weeks with uninterrupted uptime
The challenge: Enhancing checkout efficiency
As a leading online retailer, FragranceNet.com faced the challenge of streamlining their checkout process to provide their customers with a seamless experience and improve conversion rates. With their core business predominantly based on one-time purchases and most customers not logging in to an account, they needed to offer better accelerated payment options and eliminate the friction points at checkout, such as manual input of shipping and payment information.
It’s about improving the checkout experience, making it faster, making it smoother, removing friction... allowing customers to shop and check out in as few steps and keystrokes as possible.
Another challenge was improving the checkout process while preserving their custom-built platform. As replatforming was not an option, the company needed a solution that could integrate seamlessly without disrupting their well-established digital operations.
“Migrating to a new platform is no easy feat, especially for a business of our size,” says Michael Nadboy, chief marketing officer at FragranceNet.com. “We have been running on our platform and developing it for a long time and we were not in the market for a new one.”
The solution: Streamlining with Shop Pay Component
To tackle these challenges, FragranceNet.com found the perfect solution in Shop Pay Component, a fast and efficient checkout with the added benefit that it can be easily integrated into any existing platform.
Shop Pay identifies and recognizes users in a matter of seconds. With a one-time code, shoppers can automatically populate their stored payment methods and billing and shipping addresses. This is exactly what FragranceNet.com was looking for to remove any friction for customers at checkout: instant access to their preferred payment methods and auto-population of billing and shipping details to speed them through in less time and with reduced complexity.
Shop Pay stood out to us due to its identity recognition and one-time code system—it’s a very clear and simple way to transact.
Shop Pay Component makes Shop Pay available as a modular component, meaning that it was quickly integrated into FragranceNet.com’s custom platform without the need to migrate to Shopify. The integration was completed in just 8 weeks, with a seamless transition and no operational disruptions. Collaborative efforts between internal teams and Shopify’s support ensured a smooth process, making Shop Pay the ideal solution to enhance customer satisfaction without impacting operations.
“Shopify has been really responsive in addressing our needs,” says Michael. “Overall, integration went smoothly.”
The result: Increased conversion, increased customer acquisition rates
Following the integration of Shop Pay, FragranceNet.com experienced encouraging results after only one month. They saw a 3.4% lift in conversions, which underscored the effectiveness of the streamlined checkout process. Moreover, the platform saw a 7.5% boost in new customer acquisition, highlighting that the integration successfully attracted first-time buyers. Lift was measured by comparing transaction volume from new customers shopping the site with Shop Pay-enabled versus a control group, with a higher percentage of transactions coming from new customers when Shop Pay was offered.
We are now able to not only provide a better experience to existing customers, but also attract those who were not shopping with us before. To be able to do both, that’s really what the objective is.
Alongside receiving overwhelmingly positive customer feedback, FragranceNet.com was able to expand its operations. They now run three fulfillment centers to get products closer to customers. and have also opened their own retail stores. FragranceNet.com plans to integrate further with the Shop Pay app to give Shop Pay users a convenient place to shop for and reorder their favorite fragrances.
