Case Study

The Kids Shoe Den Shopify Website


The Kids Shoe Den is a family-run business based in Rushden, Northamptonshire – specialising in Children's Footwear.

George Giraffe

It’s bright, fun and even features a brand mascot…

The owners contacted Vi, as they wanted to join the world of e-commerce and broaden their online reach. It was important with this project that we not only built the perfect online-store solution but also ensured that the Kids Shoe Den’s ethos and first-class customer service were portrayed on the website. We’ve incorporated the shop’s look and feel into the website design and made it as simple as possible for parents/carers to find what they’re looking for easily – on the go!

The Brief

When the current owners took over an existing Children’s Shoe store in Rushden, Northamptonshire – they already had an impressive, existing customer base. However, when the new team opted to change the business name and give the shop a completely new look and feel, they also saw the opportunity to expand their product offering and reach potential customers a little further afield.

KSD approached Vi with a plan to launch an e-commerce website that could be integrated with its internal POS system – Vend. As Shopify Partners, our in-house developers knew that the two platforms would integrate perfectly – so it was the perfect solution!

Shopify theme customisation

Our developers worked with the store manager to identify what exactly they needed the website to offer in terms of call-to-actions and web pages. 

With easy integration into the shop’s stock system, the product pages were simple to populate and after agreeing on a Shopify theme, our developers were able to customise the website to incorporate the store’s fun and colourful branding.

The design reflects the branding perfectly with bright bubbles of colour splashed throughout the site, and strong lifestyle imagery – to showcase the vast collection of brands they stock in-store and online. It is a great example of how a bright colour scheme can be used to create a design that immediately represents the store’s fun approach to shoe fitting and its expertise.

There was also a requirement for the staff to be able to change website lifestyle imagery seasonally for sale periods. They also wanted customers to be able to book a shoe fitting (in-store) online during busy periods such as the beginning of the school year. This is supported by Shopify’s email marketing plug-in, which offers templates and suggestions for the shop staff to populate easily, as and when they wish to send our communications or offers.

Another key benefit of using Shopify is the Facebook shop add-on opportunities, which allow the business to create a Facebook/Instagram catalogue of products which followers can purchase easily. Social Commerce is fast becoming one of the most popular forms of online shopping, due to the high numbers of active users on social channels.

It’s also a platform which supports growth. As your online business grows – Shopify or Shopify Plus can easily scale up with you.

Mobile-First Design

The site provides a shopping experience which is easy to navigate on mobile.

The online store is split into ‘Boys’, ‘Girls’ and ‘Clearance’, with filtering options which allow the user to search by brand, size and shoe type, allowing them to find what they are looking for in a few simple clicks.

The development is a mobile-first e-commerce solution, where customers can browse and buy from the store using any mobile phone or tablet with ease. Most parents/carers, if they know the size of their child’s feet, would prefer to shop online by size and by brand, if they know a particular brand fits and lasts well.

For this reason, when developing the site map, the store manager requested that a ‘brands’ category be built into the main navigation bar as many parents/carers will be familiar with a brand they’ve purchased before.

Search Engine Optimisation

With any website launch, it’s crucial that web developers include key search terms in headers and content throughout the website, to ensure that the website appears in searches when (in this case) somebody searches “Boys School Shoes” e.g.

The principles of SEO are simple. If potential customers are not able to find your website with their search terms, you’ll be left behind. Vi uses industry-recognised tools and processes to review, optimise and ultimately improve or maintain rankings.

‘George’ the Giraffe  

In the store in Rushden, there is a wall mural featuring animals, which children often have a photograph in front of after their first visit to the shop. 

Our developers saw an opportunity to create a ‘mascot’ using one of the animals, and so they designed a friendly Giraffe, whose friendly face pops up throughout the website. 🦒

The thought behind this is that children viewing the site with an adult will associate the Giraffe with the mural in-store when they visit. This, in turn, should help to relax them on what can sometimes be a daunting appointment for little ones.

Many of the Kids Shoe Den’s staff members are qualified childcare professionals, which in our opinion, makes them stand out from other high-street stores as their expertise means they can make visitors feel comfortable and enjoy the experience. 👏

Kids Shoe Den - in store with back wall

The Results

“When we first opened our shop, we always intended to make our brand bright and colourful. We explained all this to Visual Identity, who made that image come alive on our website. It was exactly how we pictured it. Having a website has helped us stand out and be found easier by local people but also generated online sales. Not only are we now out there for the world to see but our customers who shop in-store can see the things we have to offer without leaving their houses! Having a website has put us on the map.”

Visit the website –