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Parkfield Commerce Helps Psycho Bunny Go Global in Only 3 Months

Project Overview

Role
D2C Site Rebuild, Globalization, Personalization
Technology
Shopify, Shopify POS, Global-e, Gorgias, Graphene
Industry
Clothing & Apparel
Located
Company size

Top line results

+153%
International Sales
200+
Local currencies accepted

The Brand

Psycho Bunny is all about personality, defining what it means to be on-trend luxury. This powerful brand is built around the ideas of self-expression and attainable luxury, and they pride themselves in their originality and unconventional approach to men's fashion. They've spent nearly two decades perfecting their designs, which offer the perfect balance between comfort and style.

Over the past several years, Psycho Bunny has experienced a period of massive growth, nearly tripling its business since 2020. They approached Parkfield Commerce with the goal of furthering that growth through international expansion and elevating their online experience while also complimenting in-store shopping. We were tasked with rebuilding their site and deploying technology solutions to support internationalization, deeper personalization, and an omnichannel shopping experience.

Challenge

Approach

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1
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Go global in a big way

Challange

Go global in a big way

Approach

Psycho Bunny came to us with an aggressive timeline, seeking to extend their online presence to at least 50 international stores by the end of the year. Accomplishing this would require creating a seamless, localized checkout and payment experience, improving shipping times, reducing friction with customs, and simplifying fulfillment. We chose Global-e as the go-to solution to enable all of this and more, giving Psycho Bunny a robust foundation to accelerate international growth.

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2
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Provide a deeply personalized experience

Challange

Provide a deeply personalized experience

Approach

For a brand that focuses on personality and uniqueness, personalization was a must. Psycho Bunny wanted to create a personalized experience through all stages of the customer journey. Enter Graphene. This solution created a more dynamic, tailored shopping experience that reacts and evolves as a customer browses based on their location. Graphene also supports smarter merchandising, giving Psycho Bunny the deep insights needed to create a targeted experience.

0
3
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Support omnichannel commerce

Challange

Support omnichannel commerce

Approach

When customers look at Psycho Bunny, they don't see online and offline as separate categories. To them, it's all a single experience, which meant Psycho Bunny needed to provide their customers with a unified omnichannel experience. That’s why we created a robust tech stack and customer journey that allowed customers to window shop online and seamlessly finalize their purchase in store.

Made for Self-Expression

Psycho Bunny is a brand with a powerful personality and a strong sense of self expression. We set out to create a website and experience that reflected this. Customers, no matter who or where they were, should be able to experience Psycho Bunny to its fullest extent.

And that meant feeling that Psycho Bunny knew who they were and what they wanted at every stage of their journey.

Discovering the Secret to Success

Our partnership with Psycho Bunny began with a deep dive into their website. We wanted to understand Psycho Bunny's requirements for their website contrasted against its current functionality. From there, we delved even deeper into the brand.

Over the course of a month, we performed a full website discovery where we spoke to marketers, merchandisers, and other core stakeholders. This allowed us to understand exactly where Psycho Bunny was, where they wanted to go, and how we could get them there. Armed with an understanding of both their current challenges and what originally made them successful, we developed a long-term plan for their success.

The Solution

One Page for Every Need

At the outset, our goal was to keep things as simple as possible — a single, dynamic page that adjusts itself to the shopper's region, complete with seamless checkout and fulfillment. We worked with Global-e to create a robust experience, which included:

  • Support for multiple languages on-site with automatic translation, both on-site and in email flow
  • The ability to manage product catalogs on a territory-by-territory basis
  • The capacity to adjust pricing for certain regions/countries
  • Offering payment options in local currencies with local payment providers
  • Showcasing stock levels according to location
  • Automating shipping, customs, and other aspects of logistics
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Laying the Foundation with Shopify 2.0

Psycho Bunny’s desire to go global, embrace personalization, and offer an elevated brand experience required the right foundation to enable these goals. That’s why we built out the entire new experience using Shopify 2.0. 

Embracing Shopify 2.0 meant Psycho Bunny had more control over both the front-end and back-end experience, providing them with enhanced theme architecture, the ability to create flexible store content, and gave our team access to a more sophisticated developer toolkit to create an elevated experience that checked all the boxes.

A Fully-Defined Audience

Effective personalization requires that one first understand their audience. For Psycho Bunny, we defined their core group of shoppers then established personalized messaging that directly spoke to them. Psycho Bunny can now present shoppers with personalized products based on the group they fall into. 

Currently, personalization is largely tied to geographic location, but will soon support digital personas and metadata, displaying personalized upsells, cross-sells, and bundles. Alongside this, we also incorporated a points system through Yotpo and the ability to give a closed, exclusive experience to certain VIPs. 

The Results

An international, omnichannel, fully elevated experience

Psycho Bunny came to us with a few simple goals. They wanted to grow and thrive, offering luxury while remaining trendy and attainable. They wanted to internationalize their online experience. And they wanted to offer a better, more personalized experience to their customers. 

Parkfield Commerce helped them achieve all of this and more, positioning them for success both now and in the future. Through our partnership, Psycho Bunny now has the foundation needed to offer a hyper-personalized experience. And with a seamless checkout process that leverages local currencies and payment providers — each and every transaction feels local.

Psycho Bunny’s initial success has provided them with all the tools needed to continue their accelerated growth story.

+153%
International Sales
200+
Local currencies accepted
100%
Reduction in customs fees

Testimonial

Robert Godley
Founder of Psycho Buny
"From their expertise in site and feature planning, through design, and project management, Parkfield are one of the best firms I have had the pleasure of working with."

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