How Woolly Clothing increased Total Sales and AOV by up to 16% in one week with a smart-stack
Talking with James Kelly, Co-founder at Woolly Clothing
About
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Industry
Fashion
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Platform
Shopify Plus
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Website
woolly.clothing
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Instagram
@woollyclothing
Integrated with these apps
The Woolly Clothing Story
For Woolly Clothing co-founders James, Chris and Mike, the idea of making merino base layers and undergarments materialised on the ski-slopes. As avid skiers and outdoorsmen, the friends discussed the alarming price of merino wool undergarments on the market and lamented that they could not find more affordable and sustainable alternatives to suit their lifestyles. Thus the idea for Woolly Clothing was born- to make merino basics at a more affordable price so that it could compete with the cheaper, less environmentally friendly synthetic alternatives.
Starting off as a side hustle, the brand’s success grew and Woolly Clothing became known and loved for offering the most affordable, quality merino wool underwear in the market. Today, they have a full-blown team managing storefronts on both Shopify and Amazon selling activewear, travelwear, underwear- everything you need to support your active lifestyle, sustainably and at a better price.
We spoke with co-founder James Kelly, to learn about their journey, how they have evolved their strategy to beat the competition in an increasingly saturated market and how Lifetimely by AMP and Upsell by AMP have helped them to drive higher AOV and more overall sales.
More Wool, Less Plastic. Woolly Clothing believes that life is better in merino wool. And when you feel great, life has no limits.
+11%
Increase in Total Sales since using Lifetimely and Upsell by AMP
The Problem
With a lean team managing Shopify and Amazon storefronts as well as supply chain, email marketing, customer service, affiliates, reporting, strategy and more, James and his team found themselves using a tech stack of more than 50 apps, tools, vendors and spreadsheets. This translated to hours spent switching between apps, comparing data across platforms and trying to understand which data was the most accurate and reliable.
James needed to simplify and automate his operations without compromising accuracy and reliability or driving up the cost of operations. He also needed a solution that gave him daily visibility into the health of the business and any areas that required immediate action or further investigation.
“What I was looking for, for years, was a tool to just help me with a daily pulse check, because things would happen all the time and I would not notice for a few days. It's really hard to keep your finger on the pulse of every little tiny thing that can break, all I think about is what's breaking that I don't know about yet.”
With the focus of the business moving from Amazon to Shopify, James also needed actionable data to drive immediate revenue and insights to sustain long term growth. On the recommendation of a trusted contractor, James installed Lifetimely by AMP and Upsell by AMP.
+16%
Increase in Average Order Value since using Lifetimely and Upsell by AMP
The Solution
I've used a hundred different tools to try and measure efficiency. Lifetimely is by far the best tool that I've used. I'd say it's the perfect blend of tons of great information without being overwhelming.
James Kelly, Co-founder, Woolly Clothing
To achieve his goal of simplifying, automating and staying up to date with business metrics, James and the Woolly team began using Lifetimely for daily automated P&L reporting. Lifetimely gave the team visibility into all of their key efficiency metrics across both Shopify and Amazon, reducing time spent switching between platforms and using spreadsheets to consolidate data.
In addition to keeping a finger on the pulse of their business health, the team also needed insights into driving conversion, optimizing funnel efficiency and bringing down Customer Acquisition Cost (CAC).
“Lifetimely is really helping us get a handle on measuring efficiency across all these different places, understanding the repeat purchase rate and more- all the stuff that is super important for longer term value capture.”
As part of their strategy to drive conversion and increase AOV, the Woolly team also leveraged Upsell by AMP for strategic product placements and offers.
“I've been trying to push over the last few months, some gamification of the cart; getting people to a certain cart size or to get free gifts. We did some great customizations with the Upsell by AMP team and it had a huge impact on our AOV. It went up 16%, the week after I turned it on.”
One key offer the brand had in place was to offer free underwear for orders above $200. After using Upsell by AMP to showcase this offer in the cart, James and his team saw usage of that offer triple.
We have a permanent offer for free underwear on orders above $200 and that has tripled since installing Upsell so it's really been super effective for getting these evergreen offers really in people's face and making them look good and on brand.
James Kelly
We saw a 16% increase in AOV just one week after setting up Upsell by AMP.
James Kelly
As the Woolly team were already managing multiple other apps and tools, James was also cautious on how long setting up Upsell by AMP would take and how much support he would receive with setting up.
“It’s a super strong support team. They worked with me, they worked on my schedule, they made it all look great and helped me get everything done.”
The intuitive design of the app and the quick turnaround time from support led to Woolly seeing the impact of Upsell by AMP almost immediately.
“We saw the results from Upsell by AMP overnight. It's a well-designed cart, it didn't take a lot of tweaking and it's pretty obvious what's going on. Once we turned it on, it just started working.”
Lifetimely by AMP and Upsell by AMP are purpose built to help fast growing brands simply, save and scale- removing complexities and driving more incremental revenue at a fraction of the cost. Plus with one team helping you with both apps, we understand your business and help you get the results you’re after more efficiently. As James excellently concludes;
You guys do a great job and everyone is always up to date. They know what I need. They know what I've done. It means you can get right to the point without spending 20 minutes setting the context.
James Kelly
Thanks to James and the Woolly Clothing team for taking the time to speak with us.
Visit www.woolly.clothing for affordable, sustainable, quality merino wool clothing and underwear that is perfect for your daily needs from next adventure, to your workout or even your commute.