TRENDYGOLF was launched in January 2004 when two golf connoisseurs noticed a new style hitting the fairways on the PGA and European Tour. After great difficulty and no luck trying to buy the clothing, they created TRENDYGOLF, a one-stop-shop for the most fashionable clothing seen on professional golfers worldwide.
The brand has grown over the years, with offices both in the UK and USA. The brand’s objective is to bring the latest designs from the trendiest designers around the world to the forefront of fashion, both on and off course.
With the brand experiencing growth, it needed to ensure its online presence was robust, flexible, fast, and UX-focused. There was a clear need to improve TRENDYGOLF’s user journey and experience.
The site had been built on Shift Commerce but the business had outgrown the platform. A decision was taken to migrate to Shopify due to its solid ecommerce base, strong array of baked-in functionality and third-party apps, plus the ability to quickly develop the site with new features in the future.
Migrating to Shopify
TRENDYGOLF's incumbent platform, Shift Commerce, had created a number of pain points that Shopify was able to solve out of the box:
X Poor reporting capabilities
X Difficulty creating new pages
X No facility for shoppable content
X Complicated to manage loyalty and gift card campaigns
X No ‘quick buy’ option to reduce steps in the purchase process
X Lack of facility for a ‘free delivery’ spend threshold
Working With Eastside Co
As well as the technical and platform requirements, it was also imperative to partner with the right Shopify development agency. Someone with the knowledge and experience to deliver on the brief - and we ticked all the boxes.
✔️ Proven history in internationalisation to support the brand’s growth through Europe and into Asia.
✔️ SEO expertise, to boost organic reach and visibility for further growth.
✔️ Proactive - we make recommendations to iteratively improve the website, tech stack and customer experience.
✔️ Broad experience in successful platform migrations and creation of best-in-class Shopify stores.
A Bespoke Shopify Store Using A Custom-Built Framework
We developed a bespoke Shopify store for TRENDYGOLF on our own ‘Dali’ template: streamlined and optimised for speed, this custom framework conforms to the latest standards imposed by Shopify. It uses a standardised codebase and consistent way of working which enables our development team to improve the efficiency of the build.
The site marries UX performance and brand expression. UX performance employs the right tactics and functions at the right time to allow the brand to maximise engaged customers.
Brand expression considers the site as a communication tool, speaking to customers through messaging and content.
Integrations For Better UX
The new site is clean, vibrant and visually,arresting allowing the products to shine through a range of image galleries, mixing product shots and lifestyle imagery to help show the clothing in context. Covet Pics was integrated into the site to pull the Insta feed onto the homepage.
It’s easy to get from the homepage to checkout in just 3 clicks thanks to the ‘quick add’ button on the product shots, making it easy for customers to purchase quickly and easily.
We implemented functionality from some of our key tech partners, enhancing the site’s capabilities and tailoring it to do exactly what TRENDYGOLF needed.
If people aren’t quite ready to buy on their first visit, for example, they can add to a wishlist, enabling visitors to share with friends as gift ideas, while TRENDYGOLF can send reminders about the product they have added, nudging towards conversion.
Connected For Performance
A Klaviyo integration makes it easy for visitors to subscribe to the newsletter, giving TRENDYGOLF the chance to communicate with its audience by telling them about release news, collaborations and exclusives, and opening up the potential for timely comms with site visitors to keep them engaged and returning to the store over time.
Further engagement and sales are fostered through an integrated loyalty scheme from Yotpo, with a points-based system linked with customer activity, encouraging free marketing on behalf of the brand (through actions such as following them on Insta or Twitter) and earning points through referrals and spending money.
Ready To Tee Off?
If improving your brand's ecommerce performance is on your wishlist, get in touch with our team for a chat. Whether you need a platform migration, new Shopify store, results-driven marketing strategy or ongoing help with design and development support, we have you covered.