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Motto
The
Project
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Motto is an Australian fashion brand delivering quality, style, and comfort to women across the country. With a strong retail presence and a growing digital footprint, they needed an ecommerce platform that could keep pace with their customer-first philosophy and growth plans.
Overdose partnered with Motto to migrate from BigCommerce to Shopify Plus, transforming their digital presence in just three months. The project covered platform migration, ERP integration, customer data migration, and a mobile-first redesign.
The new technology stack improves operational efficiency and enhances the customer experience. The migration maintained business continuity while unlocking new capabilities for growth.
With their new Shopify Plus platform and ongoing retainer partnership with Overdose, Motto is positioned to scale their business, expand their product offerings, and continue delivering exceptional experiences to their growing customer base.
Furthermore, Motto's launch showed their commitment to customer relationships. The team took a unique approach:
- Personal Touch — The Motto team personally called every customer who made a purchase on launch day, thanking them and gathering real-time feedback
- Live Customer Engagement — Two hours after going live, Motto hosted an Instagram livestream, walking customers through new site features and answering questions
- Rapid Response — The team monitored site performance and user feedback in real-time for immediate optimisation
This customer-first approach exemplifies Motto's brand values and created immediate loyalty and engagement with their new platform.
Integrations
Overdose connected Motto's Shopify Plus store with a comprehensive ecosystem of best-in-class tools to create a seamless omnichannel experience:
- Shopify Plus — Core ecommerce platform
- Retail Express — ERP source of truth for inventory and product sync
- Klaviyo — Email marketing automation and customer segmentation
- Gorgias — Customer support for chat and email
- Loop Returns — Returns management
- Shopify Flow — Automated workflows for pricing and product management
- Google Analytics & GTM — Tracking and analytics
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+ Solutions
Complex Product Data Migration
Motto's product catalogue on BigCommerce had over 4,000 SKUs with complex variant structures, custom fields, and inconsistent data formats. Adding Retail Express ERP integration meant everything needed to be clean and structured for real-time inventory synchronisation.
We worked directly with Retail Express to re-sync clean product data. The team created custom metafields for product attributes, implemented automated tagging for merchandising control, and built validation processes to ensure data integrity. Result: 100% of product data migrated successfully with proper variant mapping and ERP synchronisation.
Real-Time Inventory Synchronisation
Motto operates retail stores and an online channel, so real-time inventory updates are critical to prevent overselling. The migration risked disrupting this essential integration.
The Overdose team supported the Retail Express integration to maintain bidirectional, real-time communication between the ERP and Shopify. Inventory updates, order processing, and product data stay synchronised across retail and digital channels. We established extensive testing protocols to validate inventory accuracy before launch.
Speed to Market vs. Advanced Feature Set
Motto's 12-week timeline required tough calls about feature prioritisation. Advanced search and merchandising tools were on the wish list, but launching quickly was critical.
We took a phased approach. At launch, the site used native Shopify search, collections, and product management — features that work reliably with minimal customisation. This got Motto live on schedule without compromising stability or customer experience. Post-launch enhancements like advanced search (Searchanise), automated merchandising workflows (Shopify Flow), and promotional controls were mapped to a phased rollout, letting the team iterate based on real customer behaviour.
Mobile-First User Experience
Most of Motto's traffic comes from mobile devices, so the site needed exceptional performance on smartphones. The previous BigCommerce theme had mobile responsiveness issues affecting conversion rates.
The design team created a custom Shopify theme optimised for mobile-first shopping: drawer-style wishlist for easy product saving, improved cart UI with streamlined checkout, responsive product galleries with zoom, and optimised page speed through image compression and lazy loading. The result was a significantly better mobile experience that maintained brand consistency.
Email Marketing Migration & Automation
Motto relies heavily on email marketing for customer engagement. Migrating complex email flows, customer segments, and automation rules from the previous platform to Klaviyo without disrupting ongoing campaigns required careful planning.
Overdose worked with email marketing specialists to rebuild Motto's entire Klaviyo setup: welcome flows, abandoned cart sequences, post-purchase campaigns, and VIP customer segmentation. We ensured 52,900+ customer records were properly tagged and segmented, maintaining campaign continuity throughout the migration. All flows were tested to trigger correctly before launch.
SEO Continuity & Marketing Channel Protection
Platform migrations carry SEO risk. Motto needed to maintain search rankings, preserve backlinks, and ensure zero disruption to paid marketing channels including Google Ads, Facebook, and affiliate partnerships.
The team implemented 301 redirects for all existing URLs, rebuilt Google Analytics and Tag Manager tracking to maintain over 90% of existing events, coordinated with the paid marketing team to update product feeds and tracking parameters, and conducted pre-launch SEO audits. This protected Motto's organic traffic and marketing investments throughout the migration.
UX/UI Design & Key Features
Overdose designed Motto's Shopify store for intuitive navigation, fast load times, and an enhanced shopping experience:
- Shop-the-Look Feature — Customers can purchase complete outfits with multi-product selection from curated looks
- Product Fit Guide — Visual radar chart showing fit attributes to help customers make confident sizing decisions
- Optimised Cart Experience — Streamlined cart drawer with clear pricing and simplified checkout flow
- Intuitive Search — Native Shopify search delivers fast, relevant results with filters and autocomplete
- Mobile-Optimised Performance — Fast page loads, responsive images, and touch-friendly interactions
CLIENT
LoVE
Partnering with Overdose on our Shopify Plus migration was transformative for Motto. The team's expertise in managing complex integrations with our Retail Express ERP and their attention to detail throughout the migration gave us confidence every step of the way. We went from kickoff to launch in just three months, and the new platform has already enabled us to operate more efficiently and serve our customers better. The Overdose team truly understood our vision for a customer-first digital experience, and they delivered beyond our expectations.
Leah Tu'inukuafe
Head of Digital, Motto
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