Beyond The Beach’s +51% Conversion Gain: Transformational Shopify Plus Digital Experience
Fashion & Apparel
Company Brief
Beyond The Beach is a lifestyle retail company based in the UAE, focusing on beachwear, eyewear, and outdoor lifestyle products. The brand features a handpicked selection of clothing, extras, and eyewear crafted for patrons who enjoy seaside life, journeys, and nature adventures.
The company now operates in several UAE retail spots, including major malls in Dubai, Abu Dhabi, and Ras Al Khaimah. Serving both local customers and international visitors, Beyond The Beach aims to provide an experience centered on lifestyle via a carefully chosen collection of items perfect for beach, leisure, and outdoor activities.
Platform Migration
Performance Improvement
Checkout Experience
Customer Loyalty Integration
Product Discovery & Search
Custom Commerce Features
Project Overview
As Beyond The Beach's digital operations grew, the brand looked to strengthen its online store and improve how customers interacted with the platform. To support this shift, the brand partnered with Codilar to migrate its eCommerce website from Magento to Shopify. The project focused on improving site performance, refining the user experience, and introducing features such as virtual try-on for eyewear, loyalty point redemption, custom staff discounts, and improved checkout functionality.
Business Challenges
Order sync inconsistencies required manual intervention from the operations team
Legacy data from earlier migrations affected system organization and reporting
UI inconsistencies & performance limitations impacted the overall browsing experience
Limited search and filtering capabilities affected product discovery across the catalog
Suboptimal site performance impacted the business opportunity & scalability
Codilar's Solution Approach
Migrated the platform from Magento to Shopify while cleaning and restructuring legacy data
Implemented a Virtual Try-On feature for supported eyewear products using Luxottica integration
Developed a custom staff discount system using Shopify Functions for flexible discount logic
Built a custom loyalty integration using Yalla with point redemption during checkout
Created a dynamic province-based area dropdown in checkout to ensure accurate address data
Integrated Wizzy to improve on-site search, filtering, and product discovery
Added reorder and cancel options in the order page to improve customer convenience
Optimized scripts and assets to improve overall storefront performance
Your One-stop
Total Commerce
Partner
We engineer high-converting eCommerce webstores that scale faster.
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A beautiful store that doesn't translate opportunity into value isn't a viable store; it's a liability. We built something that's both effortless to use and impossible to ignore.
Mohammad Aamir
Shopify Practice Head at Codilar
Designing a Webstore that Rewards the Digital Commerce Investment
When a Business Opportunity Doesn't Translate into Value
Beyond The Beach had become a go-to lifestyle destination in the UAE, offering curated beachwear, eyewear, and outdoor essentials. With multiple retail locations and an expanding online presence, the brand faced the challenge of keeping operations smooth while delivering a polished, interactive shopping experience.
At times, fulfilling orders required manual intervention, older information held back efficiency, and the typical online store capabilities fell short of the personalized touch the company aimed for. Each snag translates to more effort for the staff and missed opportunities for customers.
Choosing the Right Partner
The team at Beyond The Beach knew that scaling digitally required more than basic fixes. They needed a partner capable of addressing operational efficiency while enhancing the customer experience. After reviewing Codilar’s expertise in Shopify Plus and discussing solutions in detail, they decided to move forward with confidence.
Redesigned UI/UX for a Seamless Experience
As part of the platform transformation, Codilar completely redesigned Beyond The Beach’s website to make it more intuitive, visually appealing, and user-friendly. The path to finding things was streamlined, major product groupings were emphasized, and dynamic features were tuned for quicker exploration. These enhancements helped patrons more easily find what they needed, check out product lines, and connect with the company, directly resulting in the 23% boost in the typical time spent interacting and the general growth in user involvement.
Bringing Features to Life
Virtual Try-On for eyewear allowed customers to see how frames fit before purchase. Using Luxottica’s Chunked JS, the feature displayed only for products with a configured model number, ensuring accuracy and a smooth experience.
The Staff Discount system was reimagined with a custom Shopify Function. Unlike default Shopify discounts, this solution allowed flexible percentages across brands, automatic or code-based discounts, and full control over which customers could use them.
For loyalty, a custom integration with Yalla gave customers the ability to view points, verify via OTP, and redeem rewards seamlessly at checkout. Shopify Functions applied discounts automatically based on redemption, while Checkout UI Extensions made the process intuitive and transparent.
While features like Virtual Try-On, staff discounts, and loyalty points existed in Magento, they were not functioning reliably. On Shopify, these capabilities aren’t available by default. Codilar customized each feature from the ground up, ensuring accuracy, seamless integration, and a smooth customer experience.
We Make An Impact
Through Our Work
Increase in
Engagement Rate
Increase in Average
Engagement Time
Growth in
Conversion Rate
Reduction in
Bounce Rate
Increase in Transactions
per Purchaser
We Make An Impact
Through Our Work
Increase in
Engagement Rate
Increase in Average
Engagement Time
Growth in
Conversion Rate
Reduction in
Bounce Rate
Increase in Transactions
per Purchaser
Smoother Checkout and Accurate Orders
To reduce mistakes in addresses and discrepancies within the Warehouse Management System, a city selection menu, based on province, took the place of open text entry at the point of purchase. Shoppers were restricted to picking only recognized places, which boosted how smoothly operations ran and guaranteed correct drop-offs. Furthermore, features for adjusting order sequence and stopping orders were implemented, granting patrons greater authority and ease.
Faster, Smarter, More Reliable
Speed enhancements involved reworking specific code, fine-tuning running files, and simplifying resources, leading to quicker page appearance and fluid movement. Product searching and finding were boosted by employing the Wizzy application, featuring sophisticated sorting and snappier, more pertinent outcomes that aided customers in locating their desired items.
The Result: A Platform That Performs
The improvements converted Beyond The Beach's online shop to a quicker, sharper, and more dependable system. Interaction climbed, as the typical visit duration grew from 56.9 seconds to 70.2 seconds, while the purchase rate climbed from 0.70% to 1.06% and the departure rate dropped from 40.1% to 37.0%. Repeat purchases improved, with transactions per purchaser growing from 1.04 to 1.13. Features such as Virtual Try-On, loyalty points, staff discounts, and a province-based checkout dropdown enhanced ease of use and trust. Operational efficiency increased as order errors declined and loyalty/redemption programs worked seamlessly. Overall, these updates brought about a clear upturn in user involvement, sales, and how happy customers were.
Transform Your Shopify Plus Store
We're truly delighted with our contributions for Beyond The Beach, notably including Virtual Try-On, loyalty schemes, staff pricing, a simplified checkout, and enhanced speed. As a premium Shopify Plus Partner, we bring that same caliber of skill and commitment to every business. If your Shopify Plus store needs support or you are planning a migration from any mainstream or custom platform to Shopify Plus, you can count on us. We guarantee your store operates flawlessly, connects with shoppers successfully, and expands assuredly, always prioritizing your achievements above all else.
