Bonners Music - Velstar


  • Custom-built Shopify Plus
  • Email Marketing
  • Third-party App Integrations
  • UX & UI Design
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UK-based musical instrument mega-store.


Established over 30 years ago, Bonners Music is now one of the largest independent musical instrument retailers in the UK. From AMPS and effects to keyboards and drum kits, they’re the go-to store for musicians and artists.

The Challenge

When Bonners came to Velstar, their slow, complicated and clunky website was failing to represent the brand, as well as becoming increasingly time consuming to manage. Something had to change. Bonners needed a platform that was more flexible and would allow them to scale without limits. 

The Solution

After careful consideration, Bonners decided Shopify Plus was the perfect solution and appointed Velstar to lead the migration. 

From the get-go, it was clear that a complete redesign was called for. So, our team of UX and UI designers got to work creating a dynamic, image-focused storefront.

Bonners is a brand known for its wide range of products. With so much choice, customers were getting easily distracted during their shopping journey. To rectify this issue and boost conversion rate, we simplified navigation and search around the site. This included the design and development of multiple home pages for different top-level product categories, including pianos, guitars and keyboards, allowing customers to find specific products related to each category, quickly and easily. 

What’s more, we changed the look and feel of Bonners’ original product categories and pages with new and improved product imagery and video content, as well as detailed product descriptions and specifications, to give customers a deeper, more meaningful shopping experience. 

With a conversion-focused approach, we implemented an AJAX cart and quick ‘add to cart’ functionality. Not only does this provide customers with a one-step checkout experience, decreasing cart abandonment, it also allows users to add products to their cart without leaving the page they’re on, reducing distractions. 

Also, we integrated Shopify’s Bundle Products and Discounts app,  and ‘Also Bought’ app on product pages and at cart. This was to boost AOV and increase sales over time. 

During the discovery phase, Bonners highlighted they wanted to reduce the time they were spending on operational tasks and needed a solution that would help manage their inventory more efficiently. With that in mind, we integrated the omnichannel retail management system, Brightpearl. This gives Bonners a centralised, real-time view of their operations and allows the brand to make informed inventory decisions to meet customer demand.

Another issue Bonners highlighted was that the original marketing automation platform they were using to support its email marketing efforts was too limited and wasn’t the right solution to support their next phase of growth. So we integrated the leading email marketing automation platform, Klaviyo.

Once the Klaviyo integration was complete, Bonners needed an email marketing expert to quickly begin using segmentation to create highly personalised emails, so turned to Velstar’s Digital Marketing team for help. 

Since working on Bonners email marketing campaigns, we’ve rebuilt their email templates from the ground up to ensure branding is consistent. We’ve also implemented clear CTA’s, impactful copy and high-quality product imagery on all email template designs. 

And we’ve set-up automated flows to target specific audience segments. This includes welcome series, cart abandonment and post-purchase flows. 

The Results

Bonners now has a first-class Shopify Plus store, delighting customers at every turn. Since the launch, we continue to work with the brand on a marketing retainer to support their long-term growth plans. And with ambitions for further expansion in Bonners’ sights next, we can’t wait to see this brand become the global success they were always destined to be.

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