As the business evolved, the focus was on modernising the existing Shopify store to provide greater flexibility, improved user experience and stronger foundations for trade growth. The objective was not to replace the platform, but to unlock more from it – refining structure, expanding functionality and making day-to-day management significantly easier.
The existing Shopify store was rebuilt using a modern, flexible theme that allows the Franklins team to manage content, promotions and product updates more efficiently. The new framework provides greater control internally, reducing reliance on hard-coded templates and enabling the business to respond more quickly to changes in stock, trends and trade promotions.
Collection pages were restructured to better showcase product ranges and featured lines, helping guide customers towards relevant categories while encouraging stronger basket values. Filtering and sidebar navigation were refined to make browsing more intuitive, particularly important for trade customers who know what they are looking for and expect efficiency. Search functionality was enhanced to include product and collection recommendations, improving product discovery across the catalogue.
To support trade growth, we developed a dedicated trade section for selected customers, allowing access to tailored pricing, offers and incentives. A first-time customer discount flow was also integrated to encourage new registrations and reward initial purchases, helping strengthen acquisition while maintaining a professional trade-focused feel.
Throughout the project, we liaised closely with a specialist SEO agency to ensure that structural and technical decisions aligned with wider optimisation goals. Improvements to theme structure, collection hierarchy and navigation were implemented in a way that supports ongoing search performance and long-term growth.
The result is a modernised Shopify store that feels cleaner, more flexible and better suited to the needs of salon professionals. Franklins now has a scalable eCommerce platform capable of supporting both daily trade transactions and continued digital expansion.
