Bringing color to life with a 250% ROI increase

The challenge

Facing an outdated Magento platform needing constant developer support, the team struggled to scale online operations aligned with their ambitions.

They required a solution to fix operational inefficiencies and better support growth in the premium paint market. Their goals: enhance the online paint-buying experience, simplify customer journeys, and increase direct-to-consumer (DTC) revenue.

Our approach

To realize Craig & Rose’s vision, we delivered a best-in-class Shopify Plus solution combining premium design with smart, customer-focused features.

Seamless migration from Magento to Shopify

The switch to Shopify Plus streamlined operations, giving the team an intuitive system that reduced developer dependency and enabled faster updates. This addressed immediate operational challenges and laid a flexible foundation for long-term growth.

Reimagining the online paint-buying experience

Embracing Craig & Rose’s vision to make paint buying inspiring and tactile, we developed custom features, including:

• Unique paint calculator: Customers easily calculate the exact paint needed based on measurements and finish preferences, removing guesswork and cutting returns.
• Interactive color pairing: On product pages, complementary paints are dynamically suggested to help customers confidently pick the perfect palette.
• Shoppable editorial-style blog: The blog acts as an inspiration hub, letting customers explore colors and add swatches to baskets directly from content.

Optimized for engagement and conversion

Guided by persona research, we designed a UX strategy that serves both browsers and buyers.

• Aspirational design with functionality: Swatches, brush strokes, and lifestyle imagery enhance the shopping experience.
• Smart product recommendations: When customers add paint, they receive suggested add-ons to increase average order value.
• Streamlined color consultation booking: What was once awkward is now smooth, guiding customers effortlessly to the right service.

Transforming onsite and inbox

As a first-time user of email marketing, we set up onsite systems for Craig & Rose to identify and engage anonymous visitors. This included a welcome series, abandoned cart flows, onsite email capture, segmentation for tailored messaging, and new performance tracking with clear KPIs for engagement.

The results

The impact was immediate. Craig & Rose’s new site not only looks impressive but also delivers real business results:

• A standout UX: Described by Craig & Rose as “a million times better” than their previous Magento site.
• Market-leading color tools: Featuring custom features like the paint calculator and interactive color pairing, customers now have the resources to make confident choices.
• Stronger brand storytelling: Seamlessly combining heritage, inspiration, and commerce.
• Enhanced engagement: Our email campaign achieved 250% ROI with an open rate of 53% for the new welcome series and engagement of 50% with abandoned cart reminders.

With a modern, scalable platform now in place, Craig & Rose is set to accelerate growth, expand reach, and continue inspiring customers to make bolder, more adventurous creative choices.

Our partnership has continued to grow, with Craig & Rose now using IDHL’s SEO and email marketing experts to further strengthen their digital strategy.