How Cuts Clothing increased conversion by 21% using Pack
Learn how performance apparel brand Cuts used Pack to overhaul their storefront by redefining their UX and simplifying their technology stack to allow a fast and easy editing experience.
Margaret Julian
Director of Product Marketing
The Challenge
Cuts needed a best-in-class user experience on the front-end to drive performance.
Taking the plunge, Cuts was an early adopter of a custom headless stack with a complex CMS. While it boosted performance, it took a big toll on the team's agility.
Cuts went from scrappy startup to a leader in the D2C apparel space. They started out with an amazing product that people loved, and made this possible initially through a Shopify theme to gain market traction. The brand actually went headless before Pack on Contentful, which boosted metrics like site speed but slowed team agility.
To solve for this, Cuts switched to Pack and were able to preserve performance and boost site metrics. The Cuts team specifically partnered with Pack to amplify their growth through an amazing custom storefront built with a headless approach, and this flexibility allowed them to evolve their brand
They are always pushing the boundaries of what is possible with their website, and the challenge they faced was how to make an amazing and personalized experience for their users, while maintaining the agility and flexibility to move fast, test and iterate.
“One of our strong suits is content and marketing. We were lightning fast, but launching content with a traditional CMS was excruciatingly slow. We had a lot more projects we wanted to roll on but couldn't. With Pack, we have a much better rhythm. In the time I could do one landing page before, I can probably do 10 to 15 now."
The Solution
Pack helped Cuts transform their storefront and deploy a high-powered shopping experience.
Cuts partnered with Pack to overhaul their storefront by redefining their UX and simplifying their technology stack to allow fast and an easy to edit experience.
The Cuts team moved away from the traditional headless Enterprise CMS approach, and wanted a solution that would allow for a better editing experience for their marketing team.
The Pack Customizer was perfect for their team to enable marketing strategies, test campaigns, and free up development resources. The collaboration around their new site experience led to an implementation on top of Shopify using Pack (utilizing Nextjs).
"I cannot express enough the value of having Pack as a partner. The day we partnered with them is the day we officially became a real eCommerce brand. Great people. Top talent. Amazing work."
The Results
After shipping a new storefront with Pack, Cuts saw an immediate lift in AOV and conversion
With a scope that included eCommerce Strategy, Figma Design Support, Full-Stack Development, Product Architecture, and Custom Third Party Integrations, Pack helped drive 3 key results:
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21% increase in conversion
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200% YoY growth
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9% lift in AOV
With a blazing-fast site and streamlined content management process, Cuts was able to tap into new growth for the business without sacrificing internal efficiency.