Below The Belt

Keeping Up With the Drop

Below The Belt doesn’t stand still. New arrivals, seasonal collections, and limited releases are always changing, and the website needs to keep up.

Having worked with the brand before, this refresh focused on building on what already worked. We improved the mobile experience, gave merchandising more flexibility, and made it easier to connect shoppers with new products and social content, all while taking advantage of everything Shopify 2.0 has to offer.

Main Stack

The Brand

Below the Belt is all about discovery, curating a mix of emerging labels and cult favorites for style-savvy Gen Z and millennial shoppers. With a strong presence across Western Canada and an engaged social following, the brand blends retail and culture. Weekly drops of apparel, accessories, and limited-edition collabs keep things fresh and fuel the hype. The vibe is bold, inclusive, and unapologetically fun and brought to life through staff picks, influencer try-ons, and in store events that feel more like hangouts than shopping trips.

The Challenge

Below the Belt’s existing storefront looked the part, but it was becoming harder to keep up with the pace of the business. Launching new campaigns, promoting weekly arrivals, and updating seasonal collections often required developer support, slowing down a team that needed to move quickly.

The shopping experience was starting to show its age, too. Finding products wasn’t as intuitive as it could be, the cart missed opportunities to encourage additional purchases, and the mobile experience didn’t match the expectations of customers who were discovering the brand through social media.

1. Merchandising Took Too Long

   Launching new collections, promotions, and seasonal campaigns often required developer support, making it difficult for the marketing team to react quickly.

2. Products Were Harder to Discover

   Search and filtering made it harder for shoppers to compare products, colours, sizes, and availability before opening each product page.

3. The Cart Was Missing Opportunities

   Once customers added an item, there was little to encourage them to keep shopping or build a larger order before checkout.
4. Mobile Needed More Attention
   
   Most customers were shopping on their phones, but long pages, image heavy layouts, and smaller touch targets made browsing feel slower than it should.

Function Meets Fashion

Shopify’s Geolocation API & Promo Badges

Challenge

The site was delivering the same messaging to all visitors, regardless of where they were browsing from. Shoppers in different provinces couldn’t see accurate pickup or shipping info, and regional promotions weren’t targeted, leading to confusion and missed conversion opportunities.

Solution

We integrated Shopify’s Geolocation API with metafield-tagged inventory data to deliver real-time pickup availability, localized delivery estimates, and region-specific promo messaging. Collection cards and product detail pages now dynamically display contextual badges giving shoppers clear, location-based information that drives confidence.

Benefit

The integration streamlined the path to purchase for local customers and enabled targeted regional promotions without the overhead of managing multiple themes.

Results

Led to a 21% reduction in pickup-related support inquiries and a 29% lift in regional promo engagement.

Dynamic Cart Drawer with Bundle Logic

Challenge

Once customers added an item to their cart, there was little to encourage them to keep browsing. Related products, upsells, and other helpful prompts were all missing from the experience.

Solution

We turned the cart into part of the shopping experience instead of just the final step before checkout. Customers could discover products that paired well with what they had already added, see how close they were to free shipping, update product options without leaving the cart, and get delivery estimates based on their location.

Benefit

Shoppers can seamlessly add complementary items without leaving the cart, while the progress bar encourages higher order values through a clear, gamified incentive.

Results

The updated cart encouraged customers to add a little more before checking out. Average order value increased by 14%, and more than half of all orders included multiple items.

Omni-Channel Store Locator & Pickup Flow

Challenge

Customers wanted an easier way to find their nearest store and see what was available for pickup. The existing store locator sat outside the shopping experience, making it harder to discover nearby locations or take advantage of in store pickup.

Solution

We redesigned the store locator so it felt like part of the shopping experience instead of a separate tool. Customers can search by postal code, browse nearby stores on an interactive map, and see store hours, contact information, and pickup availability before returning to the products they’re shopping.

Benefit

Customers can quickly find the most convenient location, check pickup availability, and continue shopping without losing their place. The experience feels connected from start to finish.

Results

“Find a Store” interactions increased by 45%, while click throughs from the locator to product pages rose by 31%, showing that more customers were using the tool to continue shopping.

BTB, Rebooted

Large lifestyle images, bold headlines, and swipeable product cards create a mobile-first, editorial feel. A flexible design system keeps everything on-brand, while accessible colors, clear interactions, and structured code support usability for all shoppers from day one.

Business Impact:

The streamlined, high-performance interface reduced bounce rates and increased conversion by 22%. With drag-and-drop sections, the marketing team can now launch campaigns in minutes. A 46% improvement in site speed, paired with UGC-powered bundles, drove a 14% lift in average order value, transforming Shopify into a self-serve growth engine.

Styled For Success

This refresh gave Below the Belt more than a new look. It created a storefront that’s easier to manage, easier to merchandise, and better suited to the way customers shop today. From weekly product drops to everyday browsing, every update was designed to help the brand stay current without sacrificing the experience that customers already knew and loved.