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Shopify agency case study - Boy Smells logo

Case study: Online sales come up smelling of roses

[ Client ] Boy Smells
[ Platform ] Shopify Plus
[Tech ] Gorgias
[Service] eCommerce


Made in Los Angeles and currently carried in over 300 retail locations worldwide, with 16 original scents, votive sets and underwear styles. Boy Smells worked with Propeller on their Black Friday offering to improve sales growth

Our approach

  • We worked on Black Friday focused CRO to improve conversion rate.
  • We focused on gifting with a 31% growth in returning customer rate to boost revenue and average order value.


  • Sales growth of 60% year on year.
  • Conversion rate improve by 42% YOY.
  • Returning customer rate 32.73%.
  • Maintained benchmark conversion rate with a simultaneous 50% growth in traffic.

Key project deliverables

  • The creation of a bespoke UX driven store on Shopify Plus. As well as custom landing pages for brand story, candle care & benefits and collaborator Q&As. 
  • Expansive product browsing including quick shop & an ‘olfactor’ explaining the scent experience on PDP. 
  • Connected with leading tools including Yotpo, Klaviyo & Gorgias for maximum customer opportunity optimisation. 
  • Conversion of their startup based theme to a fully fledged eCommerce flagship. 
  • A turnkey project solution run transatlantically between our London & NYC offices to service their Venice, California location.

By Propeller: Shopify agency

As a long-standing Shopify agency in London, we’re no strangers to building beautiful ecommerce stores. Our team works with you to design and develop scalable Shopify stores that meet your needs, and deliver what your customers want.

Our Shopify team creates a unified space that’s simple to maintain yet powerful and engaging for customers. With our knowledge of bespoke builds and theme customisations, you can showcase product knowledge and striking imagery without the clutter – you can let us worry about the details.

Build your Shopify ecommerce store for an optimal customer journey to transform strategic objectives into commercial success with our specialist Shopify production team.

Because we’re a certified Shopify Plus partner agency, understanding the ecosystem of this market-leading platform is second nature to us. Our specialist Shopify Plus UX team can guide brands through complex migrations, build bespoke storefronts for D2C and B2B business, and evolve the customer experience with flexible loyalty, communication, and personalisation programmes.

Design flexibility, seamless app integration, scalability and top level performance are just a few reasons to choose Shopify Plus. One great reason to choose Propeller as your Shopify Plus partner agency is our innovative use of Shopify’s extensive tools. From the coding that creates special offers to streamlining tech stacks, there’s nothing we can’t tackle on Shopify Plus.