Adobe Commerce
Shopify
Guess is one of the world’s most iconic fashion brands, with a strong presence in Australia across both retail stores and a flagship Shopify Plus online store. As the brand’s digital ambitions grew, the Australian eCommerce platform needed a step-change: smarter search and discovery, true omnichannel capabilities, advanced loyalty and promotional logic, and a steady stream of UX and conversion improvements worthy of a global fashion leader.
Acidgreen, as a senior Shopify Plus partner in Australia, was engaged to deliver a large-scale enhancements program across the Guess Shopify Plus store, covering search migration (Searchspring → Frenzy AI), Click & Collect, Deliver From Store, full Loyalty, a major Gift With Purchase overhaul, checkout improvements, Loop Returns + Klaviyo, and many more strategic features.
The result: a more modern, more omnichannel, and more conversion-driving Shopify Plus experience, with a significant sales uplift in 2025 and the strongest performance year compared to 2023 and 2024.
Expertises
Technologies
How can a globally recognised fashion brand like Guess upgrade its Shopify Plus store across search, UX, omnichannel, loyalty, promotions, returns and checkout — while keeping the experience consistent, on-brand, and conversion-driven?
- Modernise search and product discovery with AI (Frenzy AI)
- Deliver true omnichannel capabilities through Click & Collect and Deliver From Store
- Build a full loyalty experience integrated into the Shopify Plus store
- Re-architect Gift With Purchase and other complex promotional flows
- Continuously upgrade UX, checkout, returns, and conversion mechanics
- Drive measurable sales growth through a structured enhancement program
Our Approach
A Structured, Multi-Stream Enhancement Program
Acidgreen and Guess designed the engagement as a large-scale enhancement program, running multiple workstreams in parallel under a single, well-managed roadmap:
- Discovery & prioritisation Analytics-led prioritisation across search, UX, omnichannel, loyalty, promotions, returns, and checkout, aligned with commercial priorities and key trading periods.
- Search migration (Searchspring → Frenzy AI) Strategic migration from Searchspring to Frenzy AI, embedding AI-driven discovery into the heart of the fashion shopping experience.
- Omnichannel build Integration of Click & Collect and Deliver From Store into the Shopify Plus storefront, unlocking the value of Guess’s physical retail footprint.
- Loyalty implementation Design and rollout of a full loyalty experience, integrated into customer accounts and the broader CX.
- Promotional engineering A massive overhaul of Gift With Purchase, plus supporting promotional logic capable of handling complex commercial rules at scale.
- Conversion-focused UX Iterative improvements to the minicart, card drawer, checkout, UGC landing pages, 360° product viewer, and the Find Your Fit size-assist experience.
- Returns & post-purchase Implementation of Loop Returns and Klaviyo integration to modernise the returns and post-purchase journey.
- Shopify 2024 extensibility Alignment with Shopify’s 2024 checkout extensibility, including Thank You and Order Status page updates.
- HotJar & behavioural insight Implementation of HotJar to inform continuous UX and conversion improvements.
- Program management & continuous delivery A disciplined release cadence ensuring that each enhancement compounds with the next, with clear KPIs and visibility for the business.
Key Features & Enhancements Delivered
Strategic migration from Searchspring to Frenzy AI for smarter, AI-driven search, merchandising, and product discovery.
A full Click & Collect experience integrated into the Shopify Plus store, connecting digital shoppers to Guess’s physical retail network
Deliver From Store integration unlocking inventory across the retail footprint to fulfil online orders faster.
Deliver From Store integration unlocking inventory across the retail footprint to fulfil online orders faster.
End-to-end loyalty program implementation, integrated into customer accounts and the wider customer journey.
A complete re-architecture of the Gift With Purchase promotional logic, supporting more flexible, more powerful, and more reliable campaign mechanics.
Improvements Redesign of the card drawer and minicart, focused on clarity, speed, and conversion.
Multiple iterations of checkout improvements aligned with conversion best practice and Shopify Plus capabilities.
User-generated content landing pages integrating social proof and community visuals into the shopping experience.
A premium 360° product viewer elevating product presentation in line with the Guess brand experience.
Implementation of a size-assist experience to help shoppers find the right fit, a key conversion driver in fashion.
Modernisation of the returns experience through Loop Returns, integrated with Klaviyo for a smarter, more connected post-purchase journey.
Thank You and Order Status page updates aligned with Shopify’s checkout extensibility, supporting both compliance and ongoing CX upgrades.
Deployment of HotJar for behavioural insight, feeding continuous UX and conversion improvement.
A Modern, Omnichannel Shopify Plus Experience for Guess
Through this large-scale enhancement program, Acidgreen has helped Guess move from a “good” Shopify Plus store to a best-in-class, omnichannel, conversion-driving fashion experience, with each pillar: search, omnichannel, loyalty, promotions, UX, returns, checkout, significantly upgraded.
The commercial impact has been clear: 2025 has emerged as the strongest performance year for the Guess Shopify Plus store compared to 2023 and 2024, with a significant sales uplift driven by the cumulative effect of all the enhancements delivered.
Just as importantly, the program has put Guess in a strong position for the next wave of fashion eCommerce, AI-driven discovery, omnichannel retail, advanced personalisation, and a continuously evolving customer experience, all built on a robust Shopify Plus foundation.
Results
SALES UPLIFT
A significant sales uplift in 2025, with the strongest year-on-year performance compared to 2023 and 2024.
OMNICHANNEL CAPABILITY
A truly omnichannel Shopify Plus experience, with Click & Collect and Deliver From Store integrating the retail footprint into the digital journey.
MODERNISED DISCOVERY
A migration from Searchspring to Frenzy AI, plus UGC landing pages, 360° product viewer and Find Your Fit, driving smarter, richer product discovery.
CONVERSION & RETENTION
A full loyalty program, overhauled Gift With Purchase, multiple checkout improvements, Loop Returns and Klaviyo, all working together to drive conversion and retention.
Why Large-Scale Enhancement Programs Work on Shopify Plus
For category leaders like Guess, the right model on Shopify Plus is rarely a single, isolated project, it is a structured enhancement program, where multiple workstreams compound over time:
- Multiple levers, one strategy Search, omnichannel, loyalty, promotions, UX, and returns are tackled in parallel under a single roadmap.
- Compounding impact Each enhancement builds on the previous one, with the cumulative effect driving measurable commercial results.
- Brand-aligned innovation Programs are aligned with brand priorities and trading calendars, not driven purely by technology.
- Senior partnership A senior Shopify Plus partner who acts as a true extension of the internal team, with experience across the full retail and digital stack.
- Future-proofing A platform that is continuously updated to align with Shopify’s evolution (e.g. 2024 checkout extensibility), keeping it modern and compliant.
Frequently Asked Questions
A Shopify Plus enhancement program is a structured, multi-stream initiative covering search, UX, conversion, omnichannel, loyalty, promotions, returns, and other strategic pillars, designed to lift the performance of an already-mature Shopify Plus store over time.
Migrating from Searchspring to Frenzy AI brings AI-driven discovery into the heart of the shopping experience, particularly powerful for fashion, where shoppers expect personalised, relevant, and intuitive product surfacing.
Click & Collect allows customers to order online and pick up in store, while Deliver From Store uses retail inventory to fulfil online orders, turning physical stores into omnichannel fulfilment hubs.
Loop Returns modernises the returns experience for shoppers, while Klaviyo integration ensures that returns events feed marketing journeys, retention flows, and customer segmentation, connecting CX and CRM.
Acidgreen is a senior Shopify Plus partner with deep expertise in fashion, lifestyle, beauty, and retail eCommerce, combining UX, performance, search, loyalty, omnichannel, and CRO under a long-term partnership model — as demonstrated by the multi-year work with Guess.
Want to Take Your Shopify Plus Store to the Next Level?
If you are leading a fashion or retail brand on Shopify Plus and looking to upgrade search, omnichannel, loyalty, promotions, checkout, and conversion in a structured, results-driven way, Acidgreen can help, with the same approach that powered Guess’s strongest performance year in 2025.
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