Robert Goddard - Velstar


  • Customised EPOS Integration
  • Improvement of Product Filter and Search Implementation
  • Migration from Visualsoft to Shopify Plus
  • UX & UI Design
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British independent fashion retailer.


Founded in 1895, Robert Goddard is an independent clothing retailer with six brick-and-mortar stores across the UK, focusing on both quality and a great customer service experience. Offering its customers some of the biggest and best designer brands in Europe and America, including Armani, Hugo Boss, Gant, Ted Baker, Barbour and Ralph Lauren, Robert Goddard is the shopping destination of choice for consumers looking for distinctive luxury clothing.

The Challenge

Robert Goddard’s original platform, Visualsoft, was becoming more and more laborious to manage and was difficult to innovate with. For example, if the brand wanted to make minor changes to the storefront, they depended on Visualsoft’s development team’s capacity, which often included long waiting times. The final straw came when Robert Goddard was told a simple Klarna integration could take up to 6 weeks. Something had to change, especially if Robert Goddard wanted to achieve its growth ambitions. 

Any new platform that it would seek for migration had to be flexible, offer a better user experience and easy-to-manage back-end systems. There were matters of timing, too. The company’s contract with Visualsoft was ending in February 2021, which meant Robert Goddard required its new platform to be up and running quickly to avoid downtime. As a result, they turned to Velstar and Shopify Plus for help.

The Solution

For Robert Goddard, implementing Shopify Plus was an easy decision for several reasons. Not only would it give them the freedom to scale without limits, but it would also provide them with a high level of in-house control that was previously impossible. From customisable page layouts to easy third-party integrations, when it comes to their new Shopify Plus store, Robert Goddard has full command over their business operations. 

Design-wise, we replicated the brand’s trademark in-store experience both visually and functionally, which thanks to COVID-19, Robert Goddard’s customers could no longer enjoy. So, we stripped back and streamlined the customer journey, ensuring product imagery took centre stage to deliver a first-class customer experience.

The overhaul of the site also included a new and improved Product Filter and Search feature, allowing users to browse intuitively and find what they were looking for quickly. This will help increase conversion rate and provide customers with a stress-free shopping experience. 

To further drive revenue and improve chances of purchase, we added an AJAX Cart (push out cart), so customers can reach checkout without having to leave the page they are on. Also, this encourages customers to continue to browse without being disturbed or distracted. 

Robert Goddard is a brand known for its exceptional brick-and-mortar stores, and click-and-collect was their customers preferred shipping option, so we added a stockist store locator to the new website. This will prove useful post-COVID, too, helping drive offline conversions. 

During the discovery phase, Robert Goddard advised they wanted to bring their EPOS system over to Shopify Plus. So, we built a custom integration to allow Shopify to send orders to their system, including click and collect, refunds and exchanges. We also made a suite of back-end improvements to facilitate the easy management of warehouse operations, including processing and dispatching orders. 

What’s more, the brand needed a centralised system for all their customer service enquiries, so we integrated Gorgias. The all-in-one help desk solution across email, live chat, phone and social media allows Robert Goddard to streamline their customer support, saving them time and money. 

Finally, Robert Goddard wanted to find a unique way to reward its diverse customer base, so we integrated the third-party discount app, Gocertify, which allows the brand to offer exclusive group discounts to specific customer segments including NHS workers, students and the armed forces. 

The Results

With the freedom to grow and limitless customisation possibilities, Robert Goddard now has an online store that perfectly reflects its brand ethos and long-term business objectives.

We continue to support Robert Goddard’s ambitions and have recently started working with the brand on another exciting project – watch this space!

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