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Undercovers is an Australian-made period underwear brand offering a range of leak-resistant styles in sizes 6 to 24, crafted from vegan, body-safe fabrics with a commitment to inclusivity and sustainability. When the new owner took over the business, the Shopify store needed a significant update – the theme was outdated, the backend needed attention and there was no email marketing strategy in place to nurture the loyal community the brand had built.
Taking over an existing eCommerce business comes with its own set of challenges, and an inherited website that doesn’t reflect your vision is one of them. The new owner of Undercovers needed a Shopify store that was updated, clean and built for longevity, without the complexity and cost of a full rebuild.
The priority was a cleaner theme update using minimal custom code, a backend review to address anything that wasn’t performing as it should, and a fresh email marketing setup to start capturing and nurturing potential customers from day one.
We used a Shopify VIP Day over two 4-hour days to work through the most impactful improvements to the Undercovers store. The theme was updated with a focus on minimal custom code keeping the build clean, maintainable and built to last without creating technical debt that could cause headaches down the track.
The User Experience (UX) was reviewed and improved across key pages, making the store easier and more enjoyable to browse for customers shopping across a range of styles and flows. The backend was audited and tidied up, addressing anything that was underperforming or creating unnecessary complexity. Email marketing was set up from scratch, with automated flows put in place to capture new subscribers and nurture them toward their first purchase, giving the new owner a solid foundation for long-term customer retention.
The Shopify theme was updated using minimal custom code, keeping the store clean, stable and easy to maintain long term. A lean build means fewer things to break and a site that stays fast and reliable as the business grows.
Key pages were reviewed and redesigned to create a smoother, more intuitive shopping experience, making it easier for customers to find the right style and flow for them and move confidently toward purchase.
Email marketing was set up from the ground up, with automated flows designed to capture new subscribers and nurture them toward their first purchase, giving Undercovers a reliable, hands-free way to stay connected with their community and recover potential lost sales.
The store backend was thoroughly audited and tidied, identifying and resolving anything that was underperforming, outdated or creating unnecessary complexity for the new owner managing the store day to day.
“I highly recommend Desiree and the Naked Digital team and would definitely use their services again! I purchased an existing business and the website needed a major update but I’m on a limited budget. They did an amazing job of updating the website to the latest version, and making the UX so much better! They asked all the right questions, guided me when I wasn’t sure on what I wanted and executed the work promptly and efficiently.”
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