A Black Friday built on repeat buyers.
Conversion and retention work helped the luxury fragrance brand grow year-on-year sales 60% while reaching new holiday audiences.
Reported results: Morphiaas Case Studies 2026.
A fair result was not enough for the biggest week.
Boy Smells had performed fairly in earlier Black Friday campaigns but wanted to reach untapped audiences and stand out during the most competitive holiday period.
Treat existing customers as the advantage.
The plan focused on bringing previous buyers back. Returning customers tend to decide faster and spend more, making retention a practical revenue lever before peak acquisition costs rise.
Reach new audiences without losing efficiency.
Performance campaigns introduced the brand to new shoppers while the conversion strategy kept the experience focused on purchase. Acquisition and retention supported the same commercial window.
Make Shopify ready for the rush.
The Shopify experience and campaign touchpoints were prepared to handle holiday demand. The work concentrated on reducing friction and making product discovery and repeat purchase easier.
Use retention to lift revenue and order value.
A higher returning customer rate strengthened revenue and contributed to a reported rise in average order value. The strategy treated customer relationships as an asset built before the sale.
What the sequence shows
Use performance media to reach untapped audiences. Prepare the store and messaging for the holiday decision.
Sixty percent year-on-year sales growth.
The source reports 60% year-on-year sales growth, 50% growth in traffic and a 33% returning customer rate during the campaign.
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