This UK-based online jewellery brand had just re-platformed onto Shopify Plus at record-breaking speed. They were now looking for a consultancy comfortable working at pace to define a 12-month eCommerce roadmap and secure a 3rd party agency to execute against the roadmap, defining a new way of working.


The client was looking for an experienced partner with strong retail credentials. Our long-standing relationship with their CTO assured them that we were a cultural fit who could work in an agile way and deliver results, fast.

The approach

We ran the RFP process to select an agency with strong design and development credentials in the Shopify ecosystem. We took the agencies through a 3-step process: we assessed their commercials and technical eCommerce capabilities, their ability to deliver innovative features on a Shopify platform and their cultural compatibility with our client. CMG managed the process from selection to onboarding, including the day-to-day management of the supplier leading the transition to BAU.

In parallel, we set up a process to create a prioritised 12-month road map. Working with the client’s eCommerce Manager, we ran a series of cross-functional interviews aimed at uncovering initiatives which would improve conversion, average order value, build loyalty, drive scale and support revenue diversification. We employed user- journey maps to encourage end-to-end consideration of what would improve consumer experience pre, during and post purchase. We then ran a workshop with the c-suite to playback our findings. Here we concluded that the priority initiatives, based on projected impact and effort, should be geared towards reinforcing their brand persona online and strengthening conversion.

Finally, we project-managed the delivery of the priority initiatives. We led the documentation of user stories to feed the design and development effort and monitored the day–to-day delivery through to go-live.

The Outcome

A brand-new look and feel for their online store.

A 12-month prioritised roadmap which they used to pitch their plans to investors.

A full set of documented, prioritised initiatives including a Loyalty Programme, Wishlist and new Search experience which would enhance the on-site experience in advance of the peak trading months.

An established way of working with their 3rd party design and development agency to get features deployed at pace, allowing them to take full advantage of the flexibility of their Shopify platform.