Aaron Wallace is a premium grooming brand specialising in beard care and skincare for coarse, curly and afro hair. Built on natural ingredients and trusted by barbers, the brand wanted an eCommerce platform that could better support its growing customer base while delivering a seamless subscription experience.
WIRO partnered with Aaron Wallace to replatform the business from WooCommerce to Shopify Plus, delivering a complete redesign alongside a series of strategic integrations. The project combined customer experience improvements with a scalable eCommerce foundation, helping reduce operational costs while increasing subscription growth.
Aaron Wallace wanted to modernise its eCommerce experience and create a platform capable of supporting future growth.
The project's objectives included:
Migrating eCommerce platforms presented an opportunity to rethink the entire customer experience rather than simply replicate the existing website.
The project required a full redesign that improved navigation, product pages and subscription journeys, while ensuring a smooth migration from WooCommerce to Shopify Plus. Alongside the platform migration, key integrations needed to be implemented to support subscriptions, customer reviews, marketing automation and eCommerce reporting.
WIRO delivered a full discovery, design and replatforming project, combining strategic planning with iterative UX, UI and development.
We successfully migrated Aaron Wallace from WooCommerce to Shopify Plus, providing a scalable platform better suited to the brand's future growth ambitions.
The website was completely redesigned with a focus on improving the customer journey and strengthening the brand's premium positioning.
The redesign included:
The project followed an iterative design and build process, ensuring continuous refinement throughout delivery.
We implemented Recharge, including subscription migration and launch support, creating a smoother experience for customers managing recurring purchases.
WIRO configured Klaviyo and supported its implementation, providing the foundations for customer lifecycle marketing and retention.
Yotpo was integrated to showcase customer reviews and strengthen trust throughout the purchasing journey.
Google Analytics was configured with enhanced eCommerce tracking, providing improved visibility into customer behaviour and site performance.
The completed Shopify Plus platform delivered a stronger customer experience alongside measurable commercial improvements.
Key outcomes included:
Together, these improvements provided Aaron Wallace with a scalable eCommerce platform designed to support continued growth while delivering a better experience for both new and returning customers.
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