Driving Sustainable Growth with Boody’s New Online Experience
Background
Boody was founded at the intersection of health and sustainability, sparked by a unique opportunity to place a dedicated off-shelf display stand in pharmacies and health stores. The brand’s journey began with its two founders—one a pharmacist and the other an expert in textiles and fashion—who shared a vision to create practical, high-quality products that promoted health and embraced sustainability.
This vision led to the creation of Boody’s signature line of underwear, crafted from organically-grown bamboo viscose—a material chosen for its comfort, durability, and eco-friendly properties. Initially launched as a wholesale business supplying pharmacies and health stores, Boody soon recognised the potential to engage directly with consumers. This evolution allowed the brand to expand its product range and further deepen its commitment to sustainability.
The Vision
Boody believes that creating an incredible customer experience is the key to building a lasting and impactful brand. Guided by a commitment to health and sustainability, Boody focuses on providing solutions that truly address the needs of its customers. Recognising that traditional underwear often compromises comfort, especially for women, Boody developed an eco-friendly, bamboo-based alternative that prioritises comfort without sacrificing style or sustainability.
Beyond the product itself, Boody is dedicated to delivering a seamless, best-in-market customer experience. From an intuitive and engaging on-site shopping journey to exceptional post-purchase support, every touchpoint is designed to exceed expectations. Boody’s customer service team is renowned for their responsiveness and care, ensuring that customers feel valued and supported at every step.
Through thoughtful design, sustainable manufacturing practices, and unparalleled customer care, Boody enhances the well-being of both its customers and the planet, proving that exceptional customer experiences and environmental responsibility go hand in hand.
Key Focus Areas
Since adopting Shopify in 2016, Boody had undergone several changes, with the biggest challenge arising after reacquiring the US, Canadian, and UK distributors. This expansion led to six sites running on different systems with varied workflows. Boody needed to consolidate these processes and, in doing so, chose to work with Convert Digital to improve the customer experience.
Back-End Consolidation:
Boody’s primary back-end challenge was to streamline its six regional websites. This fragmentation led to inefficiencies in launching promotions, managing inventory, and processing orders. The goal was to unify these systems into a more cohesive operation.
Bundling Experience
A significant focus was placed on improving the bundling experience for products like underwear, socks and t-shirts. The goal was to create an intuitive, flexible bundling tool that allowed customers to easily purchase product packs, as well as mix sizes, styles, and colours.
Front-end User Experience
The front-end challenge was to elevate the customer experience through a complete site rebuild and redesign. Boody’s goal was to increase key metrics such as average order value (AOV) and conversion rate (CVR) while ensuring a smooth and enjoyable shopping journey. To help achieve this, Boody also integrated Checkout Components with Shopify's Search & Discovery, leveraging AI-powered product recommendations to showcase personalised upsell offers during checkout. This allowed Boody to present tailored product suggestions based on individual shopping behaviour and preferences, enhancing the customer experience.
The Solution
To address these challenges, Boody partnered with Convert Digital, supported by a best-in-class tech stack including Shopify Plus, Checkout Components, Giftnote, Okendo, Nosto, Yotpo, Pimberly and Triple Whale. Over a span of six months, the teams worked closely to design and rebuild the website while ensuring both back-end efficiency and a seamless front-end customer experience. The project required crucial buy-in from both Boody and Convert Digital to ensure effective change management.
Key Features
Back-End Efficiency: Streamlined workflows across regional sites to improve team efficiency and reduce operational friction.
Bundling Tool: A flexible bundling dropdown on the product page allowed customers to select multiple items across categories, encouraging higher AOV.
Giftnote: By integrating Giftnote—a platform for purchasing and delivering gift vouchers—recipients converted at three times the average rate, resulting in an impressive ROI of 13:1.
Site Rebuild: An optimised website that improved navigation, enhanced user experience, and ensured a consistent global storefront for all regions.
Customer journey: Boody previously had a limited understanding of their customers' journeys. By leveraging Triple Whale, they gained a comprehensive 360-degree view of conversion and customer journey data. This newfound visibility provided actionable insights that are driving the consolidation of six sites into three, while optimising marketing spend and enhancing decision-making.
Checkout Optimisation: Through custom design as well as integration with Checkout Components, Boody was able to tailor product suggestions based on individual shopping behaviour and preferences, enhancing the customer experience.
"Convert Digital focused on meeting the needs of both the business and the customer, adopting an open and adaptive mindset that embraced changes to the original plan. Their positive attitude and flexibility fostered a collaborative and supportive environment, ensuring continuous growth and improvement."
Daniel Small (Chief Digital Officer, Boody)
Impact and Results
Back-End Efficiencies:
The new website created significant efficiencies for the Boody team, though there are still areas to optimise, such as the rollout of Shopify Markets to consolidate six storefronts into three.
Compared to Boody's previous system, the new platform has significantly enhanced both operational efficiency and overall performance.
Improved Customer Experience:
The redesigned website and bundling tool delivered positive results on the front end. AOV and CVR saw noticeable increases, while customer feedback highlighted an overall improvement in the shopping experience.
+3.41%
AU Checkout Components Revenue Increase
1.34%
AU Checkout Components Interaction/Add to Cart Rate
$26.70
AU Checkout Components Average Upsell Value
‘’Boody's dedication to streamlining both their back-end processes and enhancing the customer journey gave us the opportunity to apply our expertise in delivering a seamless, cohesive solution. We couldn’t be more proud of what we’ve achieved together."
Andrew Waite (CEO & Founder, Convert Digital)
Future Plans
Global Expansion and Further Optimisation
Looking ahead, Boody is focused on further streamlining its operations and enhancing its global customer experience. The company is exploring the use of Shopify Markets to consolidate regional storefronts and optimise the user experience across multiple countries. This will not only make Boody’s operations more scalable but will also ensure that customers from different regions receive a premium, consistent shopping experience.
Boody's journey from a wholesale business to a global DTC brand has been driven by its commitment to designing a product and experience centred around the customer. With the help of Convert Digital, the company has successfully modernised its digital presence, streamlined operations, and improved the overall customer journey to set Boody up for exponential growth in 2025 and beyond.
