Lighting up digital sales for Boy Smells

Client

Boy Smells

Service

eCommerce

Platform

Shopify Plus

60%

growth in sales YoY

50%

growth in traffic

33%

returning customer rate

The Opportunity

As Black Friday approached, the luxury candle and fragrance brand Boy Smells partnered with Propeller. Boy Smells was looking to significantly boost sales growth during the crucial holiday shopping season.

 

While they had seen moderate success in previous Black Friday sales, they were eager to expand their reach to new customer segments and stand out in an increasingly competitive market. Propeller was tasked with developing a comprehensive strategy that would drive online traffic, increase conversion rates, and ultimately maximise revenue during the Black Friday period.

Five black Boy Smells candles, unlit, are stacked in a pyramid on a light surface against a gray backdrop. The labels indicate scents: Woodphoria, Violet Ends, Red Hot, Hinoki Fantôme, and Cowboy Kush. Vanilla Era is visible on the bottom candle.A Boy Smells Vanilla Era perfume and its travel-size counterpart rest on a cardboard coffee cup holder. A coffee cup, raw sugar packet, and keys with a daisy keychain are nearby on a brown surface.

The Approach

As Black Friday approached, we focused on optimising Boy Smell’s conversion rate. This lead to a 31% growth in returning customers,  boosting revenue and average order value at the same time.

 

We achieved this by utilising our partnership with Gorgias. Offering an extensive toolset that is dedicated to boosting the customer experience, integrating Gorgias into the Boy Smells CMS meant they could manage customer experience with confidence.

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