In this success story, we’re introducing you to a PrestaShop store with a unique concept – “Dresses under $29”. No matter which item you select from 29 N Under’s online store, you’re guaranteed to pay no more than $29. This innovative pricing model was thought up by marketing professional and co-owner, Jason Burlin. The dress selection and creative outfits however, is curated by his wife and Californian fashionista, Oryan Burlin.
With an eye for fashion and a great business motto, this duo started selling dresses online through a Facebook store. Since then they’ve migrated to PrestaShop, and their business has blossomed into a profitable online shop! We interviewed Jason to see how they transformed their business into a PrestaShop success story.
Why did you choose to migrate your store from Facebook to PrestaShop?
We started on Facebook to test the market and see if this crazy-cool idea was even feasible. We found that there were lots of people interested in our concept and in the trendy dresses we were selling. Within half a year, we were processing 80 orders a month. It was a clear sign to us that we were growing. To capitalize on our growth, we needed a robust software and a custom designed website. This is why we migrated to PrestaShop – to grow our online business.
How much have you grown since opening your PrestaShop store?
We grew from processing 80 orders per month to about 1000 orders per month. I think that’s over 1000% growth since we switched over to PrestaShop. It’s amazing to think that this started as a far-fetched idea and has turned into our main source of income. We’ve grown so much that we’ve even added more people to our team. Our husband and wife duo has grown to a team of 10 full and part time employees!
How did you get started setting up your PrestaShop store?
We searched for a developer using Odesk and Elance. After reviewing a few developers’ portfolio and checking references, we settled on one developer. He suggested PrestaShop because it is robust yet easy to use. Since we were looking for a cost effective solution, he insisted on a software that did not burn through development hours.
However, the biggest deciding factor is PrestaShop’s scalability. We switched from Facebook to PrestaShop because we outgrew our first store. We need a solution that fits our needs today but doesn’t stifle our growth. Even though our store has expanded over the past two years, PrestaShop still easily handles all of our orders.
How long did it take to set up your PrestaShop store?
Our developer was able to get the one store up and running within a week. We were able to launch so quickly because we already had our product categories, descriptions and images from our Facebook store. The day after we launched, we came into work with an order already waiting for us. It was exciting to see how quickly our hard work was paying off!
How was your PrestaShop store different from your Facebook store?
With our Facebook store, we had to do quite a few things manually. The most tedious was payment processing because it required us to click off-site then back on. With PrestaShop, we were able to configure the integrated PayPal module in few clicks and process orders directly from the back office. Using PrestaShop reduces the amount of manual work we had to do and saves us time - everything is streamlined.
Did you customize your site with any modules from PrestaShop Addons?
We’ve been running PrestaShop since v1.4 and use a few modules to allow customers to sign up for emails when products become available and add social media buttons to product pages. However, the module we use most often is the newsletter module. We send bi-weekly newsletters to feature new products and announce sales. We also send themed newsletters on major shopping holidays.
For example, we emailed customers during Independence Day [US], to promote patriotic apparel. In this newsletter, we specifically included apparel that were red, white or blue. Like many of our newsletters, it brought in a 10% increase in orders.
As a marketer, what other marketing strategies do you use to drive traffic to your online store?
We do all of our marketing through social media. Currently we’re measuring the effectiveness of Facebook (against other social media platforms) by running a targeted promotion. It’s currently running so we have no results to share yet. We also use Twitter and Instagram to promote both our dresses and outfits.
[29 N Under has almost 100,000 Likes on Facebook and over 25,000 followers on Instagram! Additionally, their social media following actively promotes them with over 3,000 Facebook users talking about them and an average of 750 Instagram users liking each picture they post.]
How did you grow your online business? What differentiates your online store?
Although we sell dresses for low prices, we believe in providing customers with a quality product and quality customer service. When customers ask questions, we addresses them immediately, especially through social media. If there’s anything we can do to make their experience better, we try to accommodate them. Doing so has allowed us to retain 20% of repeat customers. Even those who do not make a second purchase refer other potential customers to our site.
What future plans do you have for 29 N Under?
We would like to open a few brick and mortar stores. 3 would be ideal, in major U.S. cities. We’re also looking forward to upgrading to the newest version of PrestaShop. The statistics and analytics will give us great and much needed insight to which cities we sell the most to and we can aim to open stores there.
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