Kowtow

Upgraded brand experience. Upgraded theme architecture.

To deliver a true Omni-Channel experience for its customers, Kowtow needed to elevate its digital presence by mirroring their offline retail experience “beautiful minimalist perfection" while staying true to its ethical beliefs and its customer centric approach.

Inspired by Kowtow’s design philosophy of minimalism and effortlessness, the WeAreDigital team, in collaboration with the Kowtow team, crafted a beautiful new custom design and experience.

This upgraded design naturally led to an upgraded technical architecture and new design system. WeAreDigital built the new website on Shopify 2.0, which offers flexible templated pages, enabling the Kowtow team to efficiently communicate their sustainability ethos and other key messages along the customer journey. This has enabled Kowtow to carefully balance both brand and commerce and has ensured a consistent branding and seamless customer experience from the home page through to transaction - whether that be instore or online.

Scaling for Global Sales.

Optimising the ecommerce site for global scaling was essential for continued success and growth.

Did we use Shopify Markets or Expansion stores? We used both. In order to scale whilst effectively managing duplicate expansion stores, a combined approach was set up in order to best serve Kowtow's target markets,  while still being easy for the internal team to manage.  Serving a range of markets, but wanting to display local currency per region - our development team created a custom app which was a currency selector component that fetches all the available currencies from all the different stores and lets the user pick a currency.

Using Shopify Meta Objects, we simplified how the team manages their product and inventory - more power with automation and fields, less administration time for the Kowtow team. Simple, beautiful.

Modern Storytelling with Customer Journey Automation.

Whether it's unpacking the ethos of the brand, Kowtow's values, or, how Kowtow Cotton is different our strategic team of Klaviyo and Automation experts, created a sequence of flows to target customers through various stages of their buying and browsing journey. 

From loyalty flows, abandoned cart, lapsed customer win backs and more - we created a series of thoughtful, complaint and customer click worthy sequences, designed to turn subscribers to brand advocates, while also inspiring them to don themselves in beautiful coloured fair trade cotton garments.

Solving Size and Reducing Returns to close the loop of Circulatory.

Poor fit and incorrect sizing is the most common reason for returning an online order. But that’s the whole point of free returns, right?

The Australian Circular Fashion Association estimates that over 30% of online clothing purchases in Australia are returned. These extra garments tend to end up in landfill and every time a garment is returned, there is the increase in carbon emissions to be considered.

To increase women’s confidence and experience when buying online, increase conversion rate and ultimately decrease carbon emissions of returns sent, we reimagined how sizing is displayed at each product variant level. Bypassing the need to use some very costly size applications in the market, we utilised Shopify Metafields and MetaObjects to have real flexibility in how sizing and care instructions are displayed. We implemented Loop Returns to process returns and exchanges with ease. With an aim of a reduced carbon footprint, we continue to monitor and optimise the size & return experience to strive for reduced returns and a better customer experience.