About RockThoseCurves 

RockThoseCurves was launched during the first U.K. lockdown as a place for plus-size women over 50 to find unique, stylish wardrobe pieces. 

Founded by Carol, a passionate entrepreneur with experience in the clothing industry, the brand quickly gained traction due to its body-positive approach to fashion. 

Carol started out on Instagram, where she rapidly built a devoted and engaged community. The genuine connection she established with her audience sent sales through the roof.

Before long, the brand’s success was just too big for social media. So, Carol took the leap and launched a Shopify store to take RockThoseCurves to the next level.

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The Challenge

While Carol had discovered a unique market niche, reaching and retaining her audience on a larger scale was proving to be a challenge. 

Instagram, which had once been a powerful tool for engaging with her customers, was losing its effectiveness. 

Algorithm changes and the platform’s saturated environment meant that RockThoseCurves’ posts, stories, and promotions were increasingly going unnoticed. 

Carol had also explored different ecommerce and social platforms, like Amazon and Pinterest, and although she saw some new sales, her growth had hit a wall and she just couldn’t keep expanding. 

Carol also expressed how she felt stressed due to missed sales opportunities and overwhelmed as a one-person operation. She didn’t know where to look to find reliable help among all the confusing options.

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The Solution: A Custom Mobile App and Targeted Social Ads

Carol partnered with StoreLab to create a custom mobile app designed to boost customer retention, as well as running targeted social ads to attract new audiences. 

Jeanne Vos, Head of Account Management, shares her thoughts, “When Carol presented her vision to us, it was clear that we needed to do more than just increase traffic - we needed to create a mobile app that truly resonated with her audience.”

Given StoreLab’s history of tripling client retention in just 90 days, this was the best move for RockThoseCurves.

With the help of her dedicated account manager, Jeanne, Carol’s vision - to help plus-size women over 50 to shop with confidence - was seamlessly brought to life in both the mobile app and the paid social media campaigns. 

The goal was not only to expand her customer base, but also to strengthen the brand identity that her loyal customers cherished.

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Implementation and Strategy

Carol opted for StoreLab’s Pro mobile app plan, which also includes our Meta ads service.

Our first step was to pinpoint key areas for improvement, focusing on the lack of traffic and the declining conversion rate on her website. 

Working closely with Carol to optimise her website, we ensured that when the increased traffic from our targeted ads arrived, those visitors would enjoy a great and engaging shopping experience. This involved refining the user interface, simplifying the navigation, and enhancing the checkout process to reduce the chance of abandoned carts.

Carol’s openness to our recommendations played a huge role in the success of these initiatives. She was always ready to try our suggestions, which helped us keep improving, boosting conversion rates and getting more customers to keep coming back.

By aligning the app’s features and the website’s user experience, we created a cohesive and effective sales funnel that not only attracted more visitors but converted them into loyal customers.

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RockThoseCurves Mobile App Features:

1. Simple Navigation for Better Customer Experience

The app was designed with an intuitive user interface, so that customers could easily browse products, make purchases, and access their accounts with minimal effort. 

This feature was key to keeping app users engaged and encouraging them to come back for more.

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2. Push Notifications to Boost Sales

To address the challenge of missed promotions and updates on Instagram, we placed a huge emphasis on push notifications. 

This feature ensured that customers were instantly in the loop about new products, exclusive discounts, and brand updates, keeping them engaged and contributing to a 1307% YoY increase in sales.

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3. Featured Collection Elements for more Product Visibility

The homepage prominently showcases featured collections, so that shoppers can browse ‘Best Sellers’, ‘New In’, or curated selections, such as ’jumpers and cardigans’, from the main screen.

Having this streamlined shopping experience not only boosts product visibility but also encourages users to explore more of what RockThoseCurves has to offer.

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4. Personalised Shopping Experience to Increase AOV

The app incorporated personalised recommendations, such as the ‘you might like these’ feature, based on user behaviour and preferences. 

This customisation not only enhanced the shopping experience but helped to increase AOV by 48% YoY through suggesting complementary products.

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5. Seamless Checkout Process to Reduce Cart Abandonment

The app's two-step checkout process was optimised for speed and convenience, with multiple payment options and the ability to save payment details for future purchases. 

This reduced cart abandonment rates and contributed to a 126% YoY improvement in overall conversion rates.

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Meta Ads Strategy

StoreLab ensured that the Meta ads were perfectly aligned with RockThoseCurves’ brand identity. The ads had a cohesive tone of voice, in sync with the app’s push notifications and overall branding.

The ads had a really positive start, achieving over a 3x ROAS. Continuous optimisation and scaling of the campaigns brought in consistent, high-quality traffic to the website, with a significant portion converting to loyal customers. 

Revenue began to increase after more was invested and the budget was raised in advertising, which subsequently led to higher returns.

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Traffic and Conversion Growth

As the app was being developed, Carol's website traffic saw a dramatic increase, jumping from an average of 2,000 sessions per month to 30,000 sessions per month. 

This surge in traffic provided a strong foundation for the app's launch, ensuring its success right from the start.

“I really wanted an app like the big companies, but it is just me. I am a small business and was worried about the commitment. EVERYONE at STORELAB has been amazing. They have built me an app that I could only dream of. Thank you for everything you have done. If you are thinking of an app then this is the company to use. I am lucky enough to have Jeanne, she is one in a million.” - Carol, Founder of Rock Those Curves

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Results and Evidence of Success

“Watching the results roll in was such a win for all of us. The jumps in sales, conversions, and customer engagement were amazing, and it all came down to the teamwork between our groups. Carol’s commitment to the project really shone through, and I’m so proud of what we pulled off together.” - Jeanne Vos, Head of Account Management

* 99% increase compared to the online store’s 2.09%

** 37% increase compared to the online store’s AOV of £27.32

All of the hard work paid off, with RockThoseCurves seeing an ROI of 4.11 within the first 6 months of app launch.

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What We Learned: A Collaborative Success Story

What you can learn from Carol’s experience - Top Tips for Shopify SMEs

• Embrace Innovation: Don’t be afraid to adopt new technologies, like mobile apps, to stay ahead of the competition.
• Stay True to Your Brand: Ensure that all customer touch points, from ads to app notifications, are consistent with your brand identity.
• Focus on Customer Experience: A seamless, personalised shopping experience can significantly increase conversion rates and customer loyalty.

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Next Steps

If you're ready to take your Shopify store to the next level, contact StoreLab today to learn more about how we can help you build a custom mobile app, optimise your paid social ads, and drive sustained business growth. 

Book a call with a Shopify growth expert to discuss your unique needs and start your journey to success.