A Shopify Plus migration back on track, then HUF's ads

HUF is a skate and streetwear label that sells through drops and collaborations. When DYODE arrived, HUF's move from Magento to Shopify Plus was already underway and slipping: tasks reported as done weren't, developer time was short, and the ERP connection was waiting on an outside vendor.

Behind the site, HUF ran its E-Commerce business without automated reporting, channel budgets or standard procedures. Returns lived in a shared spreadsheet, customer service had no system, and the in-house team didn't have the hours to run paid channels.

DYODE started with a full audit of HUF's business, marketing and site, including usability testing, and scored every finding by effort and return. That became a phased roadmap, run through weekly working sessions with HUF's team.

Alongside the roadmap, DYODE built channel-by-channel revenue projections, set up a go-to-market calendar across every channel, rolled out reporting, and ran vendor selection for customer service, returns, fraud screening, buy-now-pay-later and loyalty.

DYODE project-managed HUF's Magento to Shopify Plus migration while HUF's own developers built the store. DYODE ran daily hit lists, tracked dependencies and flagged launch risks across product, customer, order history and blog migration, collections and navigation, app integrations and redirects.

After launch, DYODE audited the new site with a focus group and fed the fixes into HUF's development backlog.

Under a separate marketing statement of work, DYODE took over HUF's paid media. On Google and Bing, DYODE restructured search campaigns with new ad copy, set up Merchant Center feed rules and Smart Shopping, then moved HUF to Performance Max when Google retired Smart Shopping.

On Facebook and Instagram, DYODE ran ads for collaboration drops such as Street Fighter and Miles Davis plus seasonal sales, and set up Instagram and Facebook Shopping. The same program covered HUF's sister footwear label, Lakai.

In Klaviyo, DYODE built HUF's back-in-stock flow with a product-page button, re-engagement and win-back flows, and an email preferences page, and A/B tested subject lines and flow splits.

DYODE also led HUF's SMS program on Attentive, setting up sign-up flows and transactional order and shipping texts.

HUF landed on Shopify Plus with DYODE running the migration project, and came out of it with a roadmap, a channel plan and the vendors to support its customer experience.

From there, DYODE ran HUF's Google, Bing, Meta, email and SMS programs around its collaboration calendar, including the move from Smart Shopping to Performance Max.