(CASE STUDY) THE WANDER CLUB · 2023
A travel-keepsake brand, scaled for infinite personalisation.
Collaborated with the lead agency on The Wander Club’s Shopify Plus rebuild — a custom configurator for engraved tokens, country-keyed merchandising, and a gift-collection flow that doesn’t break under personalisation.
Responsive · live homepage at 1440 / 820 / 414
(01) PROBLEM
Hundreds of country tokens × engraving × gift wrapping × stack purchases — handled by a theme they could ship from.
The product line is built around personalisation: country-named tokens, custom engraving, gift bundles, collections you build over years of travel. The previous theme couldn’t keep up with the merchandising load and didn’t make the personalisation layer scannable on PDP.
(02) APPROACH
Configurator on the PDP, country-keyed everything everywhere else.
- Custom token configurator on PDP — country, engraving, finish; live preview; cart-line-item properties.
- Country-keyed collections — auto-merchandised pages by country, region, theme.
- Gift / collection flow — multi-item collection carts with single-item engraving each.
- Onboarding pages — “Start a Collection” guides for new keepsake collectors.
- Performance hardening — Plus checkout, async scripts, image-pipeline rebuild.
(DESIGN PROCESS)
Drag to compare — before, and after.
Same hero zone, same product set. The rebuild changed how it converts — sectionable theme, conditional merchandising, performance-first front-end — without losing the catalogue clarity that drives organic traffic.
Drag horizontally · scroll vertically inside the frame
Before / after — drag the handle horizontally to wipe
(KEY PAGES)
Other pieces of the build, page by page.
(03) RESULT
Shipped on time. Editable daily.
- CVR
- + 41%
- LCP
- − 62%
- Repeat
- 2.3×
PDP configurator now scales across hundreds of country variants without code changes. Gift / collection journeys handle multi-line personalisation cleanly. In-house team ships campaign pages without dev tickets.
(04) SCOPE
Stack
- Shopify Plus
- Custom Liquid theme
- Custom configurator
- Klaviyo
Deliverables
- Token configurator (cart-line properties)
- Country-keyed collection auto-merchandising
- Gift / collection multi-line flow
- Onboarding pages (“Start a Collection”)
- Custom Plus theme
- Performance + perf-budget contract