| Case Study | Velstar - Velstar


  • Custom Shopify Development
  • Email Marketing
  • Influencer Marketing
  • Marketing Strategy
  • PPC Advertising
  • SEO Optimisation
  • Social Media Management
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Top-quality pyjamas at rock-bottom prices.


Established in 2003, has grown into one of the leading online nightwear retailers in the UK. The brand now sells across various channels worldwide, to over 150,000 customers annually. Pyjamas put the fun back into bedtime with their nightwear.

The Challenge

Growing at monumental speed, it was becoming increasingly clear to Pyjamas that it was time to give their Shopify store an upgrade. The revamped store needed to improve customer experience and reflect the brand better. Once built, Pyjamas was then looking for a marketing expert to optimise growth and push the brand forward. As a full service, Shopify agency with years of experience in helping brands scale, we were an obvious choice for the project.

The Solution

Following an in-depth analysis and the creation of a revised site map, our team got to work overhauling Pyjamas’ Shopify store. Combining a fun and engaging design with a sleek and seamless development to allow the brand to sell their custom character pyjamas on every device. 

Navigation was a key focus when redesigning the site because of Pyjamas’ large inventory. Through strategic UX and UI insights, we were able to customise the theme and simplify the user journey. For example, we implemented a search bar and categorised key products based on popularity and product type in the drop-down menu. This was complemented by the ‘Quick Buy’ function, which means customers can add items to the cart in fewer clicks without leaving the page.

Pyjamas were looking for a way to reward their loyal customers and boost retention rates. So we implemented a loyalty program through the power of LoyaltyLion. The program rewards customers based on a points system, where points can be exchanged for product discounts. 

To lay the foundations for ecommerce success post-launch, we got to work building a Google Ads account from scratch and conducted extensive keyword research to better understand the brand’s target audience. And we identified Pyjamas’ competitors and the search terms they were ranking for, then used this information to inform the brand’s overall SEO strategy and improve their position of authority.

We enhanced Pyjamas’ internal link structure and optimised their Shopify store’s information architecture. Focusing on on-page SEO, we rewrote page titles, meta descriptions and crafted blog content packed full of keywords, to improve the brand’s authority in search engine results.  

What’s more, to further improve Customer Lifetime Value (CLV) and propel revenue for the brand, we designed a bespoke email marketing strategy with highly impactful email flows. Leveraging the power of our technology partners, Klaviyo enabled the brand to communicate with their customers in a more targeted and personalised way by setting up email automations and list segmentations. 

The approach to Pyjamas’ social media strategy consisted of content, ads, influencer outreach and on-channel interaction. We knew that the industry was competitive and that we needed to connect organically with the brand’s customers to fully boost brand awareness and increase sales. So we created fun, playful and engaging content, and combined this with targeted advertising campaigns on Facebook and Instagram. 

The Results

In the 9 months since Velstar took over Pyjamas’ marketing, the brand has seen a 281% increase in total sales, a 242% increase in order volume, a 49% increase in conversion rate and a 136% increase in visitors.

As Pyjamas’ chosen digital marketing partner, we continue to work with the brand on PPC, Influencer Marketing, SEO and Social Media Management to push their brand to the next level. 

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