After a wasted year spent grappling with distributors, Brandon Newton was
fed up.RMR had taken a gamble when they chose to sell their industry-leading mold stain removal products through
local distributors — a gamble that hadn’t paid off. Sales weren’t reaching the levels they had anticipated, and the
team was worried about cannibalizing sales coming through their online store.RMR made the difficult call to shut
down the distributor channel and revert their sales back to online-only, launching a new brand and Shopify store
under a new domain. But, the original agency they chose wasn't up to the job.
“We originally chose a different agency
because the company appeared bigger than Parkfield did. I felt that they had more capability from what I was
gathering in the meetings, which ultimately didn't end up being the case.”
Brandon needed a team of professionals to help attract more customers to
their website, rebuild search rankings, and patch the holes in their new sales platform — and stat.
“Parkfield painted a clear picture of what their capabilities can be, and
how dedicated the team is to making sure that those things will be getting done.”
Rebuilding from scratch
Brandon quickly found the partner they were seeking in Parkfield — a team
that could help rebuild RMR’s online sales channel while also fixing the flaws created by the previous agency.
“I Parkfield they were going to manage just one aspect
of the sales and then we'd move on from there. Now they manage all of the social paid as well as the AdWords paid,
and they’ve done a lot of site updates.”
Parkfield started from the ground up, diving into RMR’s existing sales data
and searching for the strongest opportunities to move the growth needle.
“They took our previous year's numbers, and they took
what industry standards should show as far as an improvement. They took about four different scenarios and showed us
that if we made this update, it should increase this, and they used very modest numbers. They actually
showed what kind of value we could potentially see in some of the changes.”
To follow since we don’t have many engaging screenshots for RMR, this would
be the perfect opportunity to show off what the audit looks likeParkfield’s data-driven approach to marketing
strategy gave Brandon the confidence to expand engagement. RMR gradually transitioned responsibility for managing
their Adwords and other paid marketing campaigns to Parkfield,
increasing
conversions by 28% and sales by 20% in the first four months.
RMR even changed an entire product
line based on customer search data Parkfield uncovered, rebranding their organic mold killer as a botanical cleaner
— a change Brandon admits should have been in place from the beginning.
“Because of Parkfield’s audit, we didn't have to
take a stab in the dark. We knew that's what was searched most, and we changed our product to
match. And now, we’re selling a lot of it.”
Winning through email marketing
Parkfield’s audit also suggested a new channel that the data showed could
prove successful: email marketing.
Brandon was a big believer in email marketing but had doubts
about whether it could work for a company selling cleaning products. Parkfield’s detailed marketing audit suggested
it might work, so RMR gave email marketing a shot.
In the last month alone, email marketing has now contributed just under $74,580 in new
sales — easily a 10x return on RMR’s marketing investment.
Cleaning up in sales
Now, Parkfield and RMR are working to deliver a conversion-driven shopping
experience for both consumers and professionals, continuing to find new audiences to target, new products to launch,
and new ways of improving their marketing efficiency.
“Parkfield’s hands have been on the engine for over a year. They respond
quickly, and they're willing to get into things that they may not be contracted to do. It makes us feel like they're
more above a team.”
In fact, when Brandon began planning to migrate their site to Shopify Plus,
Parkfield was the only agency they considered:
“We're actually in negotiation right now to do a
complete redesign and rebuild of the site and moving up to the Shopify Plus platform… We actually haven't even
interviewed another company for the design build.”
More importantly? Shifting the daily responsibilities of campaign management
off his shoulders has been a huge relief for Brandon.
“Now I can take a high-level view instead of being in
the trenches, and it helps me expand my mind on different ways to direct customers to our product… Not having to
deal with all the minutiae of the daily management of those campaigns has allowed me and our team to focus on bigger
things.”
Results
61%
increase in transactions
38%
increase in conversions
$1m
each year in email revenue
After a wasted year spent grappling with distributors, Brandon Newton was fed up.RMR had taken a gamble when they chose to sell their industry-leading mold stain removal products through local distributors — a gamble that hadn’t paid off. Sales weren’t reaching the levels they had anticipated, and the team was worried about cannibalizing sales coming through their online store.RMR made the difficult call to shut down the distributor channel and revert their sales back to online-only, launching a new brand and Shopify store under a new domain. But, the original agency they chose wasn't up to the job.
“We originally chose a different agency because the company appeared bigger than Parkfield did. I felt that they had more capability from what I was gathering in the meetings, which ultimately didn't end up being the case.”
Brandon needed a team of professionals to help attract more customers to their website, rebuild search rankings, and patch the holes in their new sales platform — and stat.
“Parkfield painted a clear picture of what their capabilities can be, and how dedicated the team is to making sure that those things will be getting done.”
Rebuilding from scratch
Brandon quickly found the partner they were seeking in Parkfield — a team that could help rebuild RMR’s online sales channel while also fixing the flaws created by the previous agency.
“I Parkfield they were going to manage just one aspect of the sales and then we'd move on from there. Now they manage all of the social paid as well as the AdWords paid, and they’ve done a lot of site updates.”
Parkfield started from the ground up, diving into RMR’s existing sales data and searching for the strongest opportunities to move the growth needle.
“They took our previous year's numbers, and they took what industry standards should show as far as an improvement. They took about four different scenarios and showed us that if we made this update, it should increase this, and they used very modest numbers. They actually showed what kind of value we could potentially see in some of the changes.”
To follow since we don’t have many engaging screenshots for RMR, this would be the perfect opportunity to show off what the audit looks likeParkfield’s data-driven approach to marketing strategy gave Brandon the confidence to expand engagement. RMR gradually transitioned responsibility for managing their Adwords and other paid marketing campaigns to Parkfield,
increasing conversions by 28% and sales by 20% in the first four months.
RMR even changed an entire product line based on customer search data Parkfield uncovered, rebranding their organic mold killer as a botanical cleaner — a change Brandon admits should have been in place from the beginning.
“Because of Parkfield’s audit, we didn't have to take a stab in the dark. We knew that's what was searched most, and we changed our product to match. And now, we’re selling a lot of it.”
Winning through email marketing
Parkfield’s audit also suggested a new channel that the data showed could prove successful: email marketing.
Brandon was a big believer in email marketing but had doubts about whether it could work for a company selling cleaning products. Parkfield’s detailed marketing audit suggested it might work, so RMR gave email marketing a shot.
In the last month alone, email marketing has now contributed just under $74,580 in new sales — easily a 10x return on RMR’s marketing investment.
Cleaning up in sales
Now, Parkfield and RMR are working to deliver a conversion-driven shopping experience for both consumers and professionals, continuing to find new audiences to target, new products to launch, and new ways of improving their marketing efficiency.
“Parkfield’s hands have been on the engine for over a year. They respond quickly, and they're willing to get into things that they may not be contracted to do. It makes us feel like they're more above a team.”
In fact, when Brandon began planning to migrate their site to Shopify Plus, Parkfield was the only agency they considered:
“We're actually in negotiation right now to do a complete redesign and rebuild of the site and moving up to the Shopify Plus platform… We actually haven't even interviewed another company for the design build.”
More importantly? Shifting the daily responsibilities of campaign management off his shoulders has been a huge relief for Brandon.
“Now I can take a high-level view instead of being in the trenches, and it helps me expand my mind on different ways to direct customers to our product… Not having to deal with all the minutiae of the daily management of those campaigns has allowed me and our team to focus on bigger things.”
Results
61%
increase in transactions
38%
increase in conversions
$1m
each year in email revenue
Before launching Nolah Mattresses in the US in the summer of 2016, Daniel Galle and his team already had accumulated years of experience — and industry connections — selling textiles and bedding accessories like pillows and comforters through traditional retailers.But relying on the big-box stores for their sales was fast becoming a chokepoint:
“Dealing with these big-box retailers is very time consuming. They’re not efficient or lean in any way. There are so many people involved, so many papers and all kinds of stuff that needs to be done.”
With a decade of experience in manufacturing and supply chain management, they had a natural headstart over other D2C mattress brands.
“We had the entire network already from the get-go. We knew manufacturing, supply chain branding and marketing, but it was all traditional big-box retail supply. So we thought okay, let's do the same, but just do it online.”
The only problem?
“Selling online” isn’t as easy as it sounds.
No time to rest
Having already had some bad experiences with agencies, Daniel was looking to partner with a team he could trust to grow his fledgling brand. Daniel had already worked with Richard and Thor, co-founders of Parkfield, on previous digital projects, so engaging Parkfield to help develop and launch the Shopify site for Nolah was an easy choice.
“Our personal experience with a lot of these agencies in the US is that they have no idea what they're doing. And most of it is just outsourced… I want people that care about what they do, and Richard feels like a comfortable, trustworthy, honest guy.”
Nolah’s small team quickly handed over the store’s reins to Parkfield, signing an ongoing development retainer to give them flexibility in managing the endless variety of tasks needed to grow the brand. Daniel knew he could trust Parkfield, as a one-stop shop, to deliver where other agencies had failed.
As Daniel recalls, even he was surprised at how quickly and capably Parkfield handled each task.
“There hasn't really been any friction at all. We just put in a task and they pick it up and then do it.”
That kind of speed only comes when two companies share the same values — and the same goals. For a small team like Nolah’s, having a capable development partner like Parkfield on hand gives Daniel and the team more time to spend tackling other challenges within the company.
“If I tell them, ‘Hey, listen, this is really important, this is urgent,’ they get it done — even on a Friday afternoon.”
Awakening new ideas
With Nolah’s retainer now four times larger than the initial agreement, Parkfield is constantly seeking new ways of improving conversions on the site — a problem that’s only becoming more complex as Nolah keeps growing.
“What’s happening with the growth is that the bigger we get, the more custom and more advanced scripting and code we need.”
No matter the challenge, Parkfield’s dedicated team of Shopify specialists are always up to the task.
“I am out of this world impressed with Parkfield’s ability to write custom code to create the functionality that we need… Compared to anybody else that I’ve worked with, the complexity of things that they can get out of Shopify is just amazing.”
Putting the big-box stores to bed
Since transitioning to DTC, Nolah Mattresses is now consistently bringing in seven figures in revenue each month — easily 10x their prior wholesale revenue.But the biggest improvement since switching to D2C sales, according to Daniel, has been the added level of control — both in the products they sell and how they promote them.
“Before, with big-box retailers, we were always reactive… whereas with DTC, we could proactively decide what products we want to sell. We can spec it out in the way that we want to sell. And we control exactly the materials, the margins, and the profits. That really puts us in a position where we can pull all the levers ourselves without being dependent on anybody else.”
Besides the increase in sales, the biggest benefit of partnering with Parkfield, according to Daniel, has been the peace of mind from having an experienced team in his corner that can always get the job done — no matter how difficult the request.
“It's like when you have an attorney, you'd call the attorney and they make the problem go away. That's Parkfield for us when it comes to Shopify development.”
“We are constantly trying to find new services that we can add with these guys.”
When Alex Babich and Danielle Atkins first launched Kulani Kinis out of their garage in 2015, they had a simple goal for the business: make enough side income to go on vacation to Hawaii.“None of us had any fashion experience”, Alex admits. But their Instagram-ready swimwear quickly struck a chord with retailers looking to stand out in a crowded market.
“We just started growing, and we've just had this crazy ride… The day we launched with Forever 21, traffic tripled or quadrupled, and never went back down.”
While retailers like Forever 21, ASOS, and Ron Jon Surf Shop provided the break Alex and Danielle needed to get their name out, they quickly ran into difficulties giving customers the experience they wanted:
“Wholesale is a very problematic business in some ways, since you don’t control your experience with the customer. It’s very much in someone else’s hands… We wanted to make sure that everyone who comes into our universe has a really good experience.”
As the brand continued to grow, it became clear they needed an experienced partner they could rely on to create the experience they wanted to deliver.But a pretty website alone wouldn't be enough. Alex needed a team that could help scale their brand from a niche startup to a major competitor in the women's swimwear space, and that could partner with him to clarify ideas and put them into action on a tight timeline.The search was on.
Forging a partnership
Alex quickly found his ideal match in Parkfield — a team that could respond quickly to Kulani's rapid growth, and work with Alex's hands-on approach to his business. Alex was able to bounce ideas around on the phone with the Parkfield team:
“I just want to understand how the website works. I can talk through the code and I can give my input straight away. I often find it leads to a more efficient result because you're not going back and forth… A lot of agencies I've talked to don't want to do that kind of stuff, maybe because they aren't as talented as they say they are.”
Five years later, Parkfield has become a trusted ally — and an invaluable resource for Kulani. Because Kulani is still a small, hands-on team of only 10 people, having an experienced partner like Parkfield devoted to executing new opportunities while Alex's team focuses on growing the brand has been a huge benefit.
Delivering the perfect user experience
While Parkfield was initially engaged to design and develop a visually stunning Shopify store, the relationship has expanded to include more user experience design too. Kulani's core demographic shops mainly on mobile, so we retooled the online store with a mobile-first approach, deploying lightweight pages that load in seconds.
The data showed that Kulani Kinis’ most requested information tool was the size guide. To better serve the demand, we created a style-specific size guide that decreased support inquiries and improved sales performance. To better cater to international shoppers, we created a multi-site solution that funnels customers into the appropriate website based on their location. We also worked with Kulani to add dynamic videos of many of their products to their product pages, boosting the brand's wow factor and instantly setting them apart from other swimwear brands.
“It's one thing to come up with a design, but it's another thing to really make that design functional. Parkfield is really good at executing on those kinds of decisions.”
The future is bright
According to Alex, Parkfield’s work for Kulani has been a resounding success. International sales on the new dedicated websites have seen a 60% increase, while site speed has improved by 43%. Conversion rates hover around 4%, and 48% of Kulani customers are repeat buyers — both stellar measures for any ecommerce business, let alone in a market as competitive as swimwear.
Even more impressively, they've done all this without spending a cent on advertising.
“Swimwear is a very intimate product to buy on the internet… So having a high conversion rate really speaks to the user experience.”
Looking forward, Alex is excited by the prospect of finding new ways for Kulani and Parkfield to continue working together.
”I've had plenty of other agencies in Australia reach out wanting to do work with us, but I keep going back to Parkfield just because I really enjoy working with them.”
Results
60%
increase in international sales
$1,000,000
monthly revenue
A long-awaited vacation to Hawaii
Before launching Nolah Mattresses in the US in the summer of 2016, Daniel Galle and his team already had accumulated years of experience — and industry connections — selling textiles and bedding accessories like pillows and comforters through traditional retailers.
But relying on the big-box stores for their sales was fast becoming a chokepoint:
“Dealing with these big-box retailers is very time consuming. They’re not efficient or lean in any way. There are so many people involved, so many papers and all kinds of stuff that needs to be done.”
With a decade of experience in manufacturing and supply chain management, they had a natural headstart over other D2C mattress brands.
“We had the entire network already from the get-go. We knew manufacturing, supply chain branding and marketing, but it was all traditional big-box retail supply. So we thought okay, let's do the same, but just do it online.”
The only problem?
“Selling online” isn’t as easy as it sounds.
No time to rest
Having already had some bad experiences with agencies, Daniel was looking to partner with a team he could trust to grow his fledgling brand. Daniel had already worked with Richard and Thor, co-founders of Parkfield, on previous digital projects, so engaging Parkfield to help develop and launch the Shopify site for Nolah was an easy choice.
“Our personal experience with a lot of these agencies in the US is that they have no idea what they're doing. And most of it is just outsourced… I want people that care about what they do, and Richard feels like a comfortable, trustworthy, honest guy.”
Nolah’s small team quickly handed over the store’s reins to Parkfield, signing an ongoing development retainer to give them flexibility in managing the endless variety of tasks needed to grow the brand. Daniel knew he could trust Parkfield, as a one-stop shop, to deliver where other agencies had failed.
As Daniel recalls, even he was surprised at how quickly and capably Parkfield handled each task.
“There hasn't really been any friction at all. We just put in a task and they pick it up and then do it.”
That kind of speed only comes when two companies share the same values — and the same goals. For a small team like Nolah’s, having a capable development partner like Parkfield on hand gives Daniel and the team more time to spend tackling other challenges within the company.
“If I tell them, ‘Hey, listen, this is really important, this is urgent,’ they get it done — even on a Friday afternoon.”
Awakening new ideas
With Nolah’s retainer now four times larger than the initial agreement, Parkfield is constantly seeking new ways of improving conversions on the site — a problem that’s only becoming more complex as Nolah keeps growing.
“What’s happening with the growth is that the bigger we get, the more custom and more advanced scripting and code we need.”
No matter the challenge, Parkfield’s dedicated team of Shopify specialists are always up to the task.
“I am out of this world impressed with Parkfield’s ability to write custom code to create the functionality that we need… Compared to anybody else that I’ve worked with, the complexity of things that they can get out of Shopify is just amazing.”
“We are constantly trying to find new services that we can add with these guys.”
Putting the big-box stores to bed
Since transitioning to DTC, Nolah Mattresses is now consistently bringing in seven figures in revenue each month — easily 10x their prior wholesale revenue.But the biggest improvement since switching to D2C sales, according to Daniel, has been the added level of control — both in the products they sell and how they promote them.
“Before, with big-box retailers, we were always reactive… whereas with DTC, we could proactively decide what products we want to sell. We can spec it out in the way that we want to sell. And we control exactly the materials, the margins, and the profits. That really puts us in a position where we can pull all the levers ourselves without being dependent on anybody else.”
Besides the increase in sales, the biggest benefit of partnering with Parkfield, according to Daniel, has been the peace of mind from having an experienced team in his corner that can always get the job done — no matter how difficult the request.
“It's like when you have an attorney, you'd call the attorney and they make the problem go away. That's Parkfield for us when it comes to Shopify development.”
Results
10x
increase in top-line revenue
+22%
store conversion rate
38%
increase in conversions
$1,000,000+
in monthly sales
A refreshed & reinvigorated founder
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