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About Pink Gellac

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Pink Gellac, a prominent cosmetics brand specialising in premium gel nail polish, operates across nine countries and is renowned for delivering salon-quality results to at-home users. With a strong reputation for innovation and a loyal customer base, the company had already achieved significant success in the beauty industry. However, as it expanded into international markets, gaps in its digital customer experience began to hinder growth.

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The Challenge

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Despite its status as an established global brand, Pink Gellac faced several barriers that prevented it from providing a consistent and localised customer experience. These challenges included:

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Language Barriers

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A large volume of Pink Gellac’s online content - including product descriptions, blog posts, and checkout messaging was available only in English. This created friction for non-English-speaking customers, especially in Dutch, French, and German-speaking regions, leading to a less engaging shopping experience and lower conversion rates.

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Non-Localised Pricing and Product Catalogues

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Customers across different markets encountered inconsistent pricing and confusion around product availability. The lack of localised pricing and product catalogues created frustration and eroded trust. Shoppers were unable to fully understand the value and availability of Pink Gellac’s products in their region, which resulted in traffic disruption and incomplete customer journeys.

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Mobile Website Performance Issues

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Mobile web accounted for a significant portion of Pink Gellac’s traffic, yet the company’s previous platform on Magento struggled with slow load times. This negatively impacted the user experience and led to reduced sales as frustrated customers left the site before completing their purchases.

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Payment Limitations

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Pink Gellac’s mobile app did not support region-specific payment methods, such as iDEAL, which is widely used in the Netherlands. This limitation caused friction during the checkout process and often resulted in abandoned carts.

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Recognising the need to resolve these issues, Pink Gellac made it a priority to create a tailored and high-performing digital experience that would better serve its international customer base across both web and app.

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The Solution

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To overcome these challenges, Pink Gellac worked closely with Venn Apps & Ask Phill to implement a range of improvements across its website and mobile app. The project focused on migration to Shopify, localisation, enhanced performance, and creating a more seamless user experience for customers in every market.

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Website Enhancements by Ask Phill

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UX Reimagined

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Ask Phill, together with Numbered Studio, redefined Pink Gellac’s digital presence, addressing technical challenges and design setbacks. By migrating from Magento to Shopify, they enhanced multilingual support, building capability directly into the platform to better serve international customers. Ask Phill’s development expertise combined with Numbered’s UX design resulted in a customer-focused platform tailored for multi-market needs. Designed for scalability and growth, the improved customer experience encourages more to reach checkout and complete an order.

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High-Performance Store

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Ask Phill migrated Pink Gellac’s website to Shopify 2.0, building the new store with a custom starter theme tailored specifically to Pink Gellac’s requirements. This migration transformed the site’s performance,  generating lightning-fast loading times and a 12% jump in conversions across both desktop and mobile devices.

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Shopify Markets Integration

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To eliminate pricing and product availability inconsistencies, Ask Phill adopted Shopify Markets to introduce localised pricing and product catalogues. Customers could now see prices in their local currency and browse region-specific products, resulting in a smoother, more accurate shopping experience.

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App Enhancements by Venn Apps

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Language Localisation

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Building on the website’s improvements, Venn Apps developed a fully native app experience with support for Dutch, French, German, and English speakers. Unlike with their previous app provider, Pink Gellac could now ensures consistency in language across both web and mobile platforms.

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Clone Stores in One App

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Venn Apps allowed Pink Gellac to maintain market-specific versions of its app within a single build. This innovation simplified app maintenance, significantly reducing in-house work while seamlessly delivering localised content and pricing to users in different regions.

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Native Blog Sync Feature

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A custom integration was developed to display localised blog content within the app, providing customers with access to useful tips, tutorials, and product information, specific to their region and in their preferred language. This helped strengthen engagement and build trust with users.

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Payment Provider Integration

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Recognising the importance of a seamless checkout process, Venn Apps integrated region-specific payment options, including iDEAL for Dutch customers. This addition addressed a major customer pain point and helped increase checkout conversions in key markets.

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The Results

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The partnership between Pink Gellac, Ask Phill, and Venn Apps delivered transformative results, significantly enhancing the digital experience for customers and driving substantial business outcomes.

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96% Increase in Through-App Revenue

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Within just 30 days of the app’s relaunch, Pink Gellac saw a remarkable 96% increase in revenue generated through mobile transactions. This surge highlighted the value of providing a high-performing and localised app experience for the brand’s most loyal customers.

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12% Uplift in Conversion Rates

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Improvements to load times, localised content, and the overall shopping journey resulted in a 12% increase in conversion rates on Pink Gellac’s website. Customers were able to browse, select, and purchase products with ease, leading to higher trust and more completed transactions.

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Conclusion

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By working with Ask Phill and Venn Apps, the company was able to resolve critical pain points and deliver a seamless, localised experience for its customers across multiple markets.

The results speak for themselves: significant increases in revenue and conversion rates, enhanced customer satisfaction, and a strengthened global presence. Pink Gellac’s commitment to understanding and addressing the needs of its diverse audience has not only set the stage for continued success but also positioned the brand as a leader in the cosmetic industry’s competitive e-commerce landscape.