In 2020, Inspira was hired to deliver a Magento-to-Shopify migration service for Baby & Co.: a major nursery and childcare brand, offering everything from cots, to prams, to baby rompers. They came to us with the challenge of migrating their online store to Shopify, and kitting it out with some powerful new features to boost their business. Here’s what we did for them.
Recently, Baby & Co. have been enjoying a bit of a period of sustained growth and they realised it was time to invest in their ageing online store.
Baby & Co. is a leading retailer of nursery and childcare goods. Their extensive range includes prams, pushchairs, car seats, nursery furniture and baby clothes. And they're a well-known name in this industry – trading for over 40 years, and lately with a major pivot towards ecommerce.
Recently, Baby & Co. have been enjoying a bit of a growth spurt – as their hard work and excellent service has won over ever more online customers. However, their existing store was beginning to feel a little dated, so it was time to make the next step: and supercharge their online presence with all the latest ecommerce tools.
This would also be a time-sensitive task. The client was facing high costs to keep the current Magento store online, and was keen to migrate to the new store as soon as possible!
The client came to Inspira asking us to migrate their store from Magento to Shopify.
In fact, this job involved migrating two stores: both Baby & Co. and its sister store Baby’s Mart (geared towards premium quality, and affordability, respectively). So the challenge was to perform a dual store migration – though as the two stores were functionally identical, our developers were able to tackle them as a single project.
This would also be a time-sensitive task. The client was facing high costs to keep the current Magento store online, and was keen to migrate to the new store as soon as possible!
So how did we tackle this challenge? Let us talk you through the process.
We always begin work for a client with an open workshop session – where we assess their needs, pinpoint potential pressure points, and brainstorm how the new store will deliver on all fronts.
In our workshop for Baby & Co., we planned and specced the migration, including sketching out all the required features and their implementation. This would involve drawing working plans for:
Once both sides had agreed on the perfect concept for this project, our Shopify developers got to work.
We put some of our best work into the new storefront for Baby & Co. (and simultaneously, for the parallel Baby’s Mart migration)! Here are some of the fantastic features the new site would deliver.
Product data migration: We migrated 3000 SKUs of data, including rich product data such as detailed specifications and demonstration videos. We also migrated across a core bit of functionality – that displayed delivery times per product. (So that new parents could be sure the products would arrive before the baby!)
Fantastic new storefront: Our developers started from Shopify’s ‘Warehouse’ theme – a great option for stores with a larger catalogue of products. From there we customised the theme, to create something uniquely reflecting the brand.
Product organisation: The client wanted to display different colours of a single item as ‘variants’ on the product page. But they also wanted each colour variant to be listed as a product, with its own unique URL, descriptions and image gallery. So we implemented some bespoke functionality here – and made it work just as the client wished. (Only just recently, this became a native feature for Shopify Plus.)
Powerful search filters: We used the Boost AI ‘Search & Filter’ app to power some super-fast collection filters in the new store. This would allow customers to filter by brand, by product type, or price – and always find exactly what they needed.
Easy upsells: At the point of sale, we incorporated a feature that allowed the client to map the most suitable products to appear as cross-sells or add-on accessories. (Would you like a rain cover to go with that pushchair?)
This feature had the effect of personalising the user experience, while also helping to keep that average order value up!
Brand landing pages: How about landing pages dedicated to each of the main stocked brands? This is a great feature to include from an SEO perspective, and if shoppers have a favourite brand already – or if you’re running a deal on a particular label – it can be very useful.
We made it simple for the client to create and populate landing pages for any brands they wanted to spotlight.
Trustpilot integration: Another small detail, but one that often delivers significant returns – we designed the store to display social proof in the form of Trustpilot scores, at key steps throughout the customer’s journey.
The new storefronts for Baby & Co. and Baby’s Mart were delivered to the client on schedule, and ready to go. The new features will be sure to give them a flying head start in the Shopify ecosystem…
and they were relieved to get off that costly Magento plan!
“Inspira's guidance and assistance with the migration have been invaluable and something I could never have done myself. I am pleased with the final result and there has been an overall increase in site performance and conversions.”
Baby & Co.’s marketing director, Jeff Mills, reported back to us that Inspira’s
“guidance and assistance with the migration have been invaluable and something I could never have done myself. I am pleased with the final result and there has been an overall increase in site performance and conversions.”
So there you go, another satisfied Inspira client!
And if you’re looking for help migrating your store from Magento to Shopify (or from anywhere else, for that matter), why not get in touch?
Our Shopify experts will be happy to hear from you, and advise on what we can do for your business.
