Founded in 2015, quip set out to revolutionize oral care with a simple mission: to make dental hygiene more accessible, effective, and stylish. Frustrated with overcomplicated, expensive toothbrushes and the lack of dental hygiene innovation, quip wanted to create a product that was both functional and beautifully designed.
With a focus on minimalist, user-friendly design, quip introduced an affordable electric toothbrush paired with a subscription model that delivered brush heads and dental hygiene products directly to customers.
This approach simplified oral care for millions of customers, but ironically, quip soon faced similar frustrations with its custom-built ecommerce platform. Much like the bulky, inefficient toothbrushes they sought to replace, their homegrown solution became cumbersome, hard to scale, and a drain on resources. quip needed a platform that, like their product, was simple, reliable, and capable of growing with them—and that’s when they turned to Avex to migrate them to Shopify.
Since moving to Shopify, quip has seen major results:
- 70% decrease in customer experience cases regarding refill plan management (via Recharge)
- 45% decrease in customer experience cases regarding warranty (via Loop)
The challenge: When a homegrown platform becomes a roadblock
quip’s custom-built ecommerce platform, while once an asset, quickly became a roadblock as the brand experienced rapid growth. The escalating demand for custom coding to support new features and product launches placed immense pressure on the tech team, which was continually engaged in a cycle of heavy development and technical maintenance.
This relentless focus on upkeep left little room for innovation. Each new product update became a time-consuming task, requiring extensive development resources that delayed timelines and limited the brand's agility in the market. As a result, quip struggled to adapt to changing consumer demands and emerging trends, leading to missed opportunities for growth.
Moreover, the challenges of scaling the platform negatively affected the overall customer experience. With sluggish updates and limited functionality, including search features, customers encountered frustrations that diminished their satisfaction and loyalty to the brand.
The solution: quip replatforms to Shopify for greater agility
To tackle quip's challenges with scalability and operational efficiency, Avex used Shopify’s robust capabilities as a high-performance platform designed specifically for high-growth brands. Shopify offered a comprehensive solution through its scalable infrastructure, robust APIs, and access to Shopify's expansive app ecosystem, providing the tools and integrations necessary to meet quip’s growing demands.
Avex understood what we were trying to achieve and worked tirelessly to help us in our (incredibly rapid!) transition. It was clear that the company's expertise and connection with Shopify was remarkably strong, and we appreciated the leadership in guiding the process while also being flexible to suit our unique business needs.
Migrate quickly, with data intact
The migration was completed within four months, starting with a detailed discovery phase to assess quip’s needs. The first priority was the data migration process, which involved precise mapping of products, customer profiles, and order histories. Avex ensured that no historical data was lost and that all customer accounts and orders remained accurate and operational post-migration.
To meet the accelerated timeline, Avex also used one of its custom Shopify themes, which was modified to align with quip’s brand guidelines. This allowed the team to streamline the development process while maintaining the brand’s identity.
Use subscriptions to encourage better health outcomes
Subscription is not only a major revenue driver for quip, but is also critical to the company’s health-focused mission: People should change their toothbrush every three months, but the majority don’t. quip’s subscription offering helps customers check one critical “to do” item off their list and contributes to better oral health outcomes. Avex and quip worked closely with Recharge to implement custom subscription logic. For instance, when customers purchase a toothbrush, they can subscribe exclusively to receive replacement brush heads, offering a more tailored experience and encouraging long-term retention.
The ability for customers to more easily automate their customer service request needs and manage their subscriptions via Recharge has also reduced cases for the company by 70%, allowing for more focus on improving customer experience and loyalty.
Quickly update content to capitalize on key moments
One of the key advantages quip gained by migrating to Shopify was the ability to easily update content using the Shopify page builder, without relying on a tech team. Its drag-and-drop functionality empowers quip’s marketing and content teams to make real-time updates to product pages, landing pages, and promotions without needing coding knowledge.
Since moving to Shopify, quip has been able to capitalize on market trends and make page improvements at a fraction of the speed and with less resources than in the past. Quip launched their award-winning 360 Oscillating Toothbrush onto the new site and has been able to over-achieve sales expectations with Shopify’s capabilities.
quip also launched their Gift Guide on the site in time for pre-Black Friday sales. This guide allowed shoppers to dive right into the idea of oral care gifting, driving conversion during the key holiday season for the brand.
The results: Better ecommerce, made simple
quip’s replatform to Shopify through Avex has been transformative, directly addressing their operational challenges and setting a solid foundation for future growth. Customers have appreciated the significantly improved user experience and have responded to the self-service subscription options very positively.
We have continued to get feedback on the enhanced user experience as a result of our migration to Shopify (and partnership with Recharge). Moving to a headed experience with Shopify via our Avex partnership is now allowing us to take advantage of this ecosystem and move more quickly and nimbly to continue to grow our business
Now, the brand is unlocking the full power of Shopify’s capabilities and vast app ecosystem, enabling rapid and effective solutions tailored to their evolving needs. This newfound flexibility allows them to seamlessly integrate a variety of tools, such as Loop and Yotpo, to streamline operations, elevate customer interactions, and drive efficiency. After integrating Loop with their Shopify platform, quip was able to connect their warranty program more closely to the post-purchase experience, resulting in a 45% decrease in warranty cases.
With this strategic shift to Shopify, quip is poised not only for immediate success but also for long-term growth in the competitive ecommerce landscape. The future looks bright!