The Challenge

Eleanor & Hobbs had no ecommerce infrastructure in place for their new location. They needed:

• A scalable Shopify storefront
• Seamless POS and inventory synchronization with Heartland
• Structured collections for a large, frequently changing inventory
• A fully built Google Shopping feed
• A paid media strategy to drive online sales
• Lifecycle email flows to support retention

The goal was not just to “have a website,” but to build a digital system that worked alongside their physical retail store.

Strategy & Architecture

I approached this as a systems build, not just a theme customization.

Shopify Foundation

• Heavily customized a Shopify theme to reflect the brand’s elevated boutique identity
• Built custom product templates to support varied designer collections
• Created dynamic collections driven by tags, product titles, and merchandising logic
• Implemented advanced filtering to support product discoverability across a large catalog

Custom Development

• Developed a custom “Vendor Description” system using Shopify Metaobjects
• Displayed dynamic vendor content on product pages based on product association
• Ensured scalability for new designers and seasonal launches

POS & Inventory Integration

• Connected Shopify to Heartland POS
• Ensured real-time inventory syncing between in-store and online
• Structured product data to prevent discrepancies and overselling

Google Merchant Center & Feed Optimization

There was no existing product feed or Merchant Center setup.

I:

• Built and structured the full Google Shopping feed
• Optimized product titles, attributes, and categorization for approval and discoverability
• Resolved missing attributes and approval issues
• Implemented ongoing feed optimization for visibility

The result was a clean, scalable feed aligned with Google’s best practices.

Paid Media Performance

After infrastructure was built, I launched and managed:

• Performance Max campaigns
• Google Shopping campaigns
• Search campaigns

With no prior paid acquisition baseline, campaigns achieved approximately 6x ROAS, turning paid media into a profitable growth channel rather than an experiment.

Lifecycle & Retention

In a separate engagement, I implemented Klaviyo flows including:

• Welcome series
• Abandoned cart
• Post-purchase sequences

This allowed the brand to nurture new visitors and increase repeat purchases in a competitive boutique market.

Outcome

Eleanor & Hobbs launched with:

• A fully integrated ecommerce system
• Seamless retail-to-online inventory synchronization
• Structured, scalable merchandising
• Optimized Google Shopping presence
• Profitable paid acquisition campaigns

The project transformed a physical boutique expansion into a cohesive omnichannel brand experience.