CASE STUDY · MEUBLES TOCO
Meubles TOCO: a Shopify store rethought to sell.
A theme reworked with innovative solutions, a smoother purchase journey, shipping calculated from the nearest store. Then, once the store was ready, campaigns launched at the right time.
- Client
- Meubles TOCOFurniture retailer, two stores in Quebec
- Platform
- ShopifyTheme reworked and enhanced
- Engagement
- Theme, shipping, Google ecosystemFrom analysis to campaign launch
- Outcome
- Sales deliveredAs soon as the campaigns went live
The starting point
A brand ready to grow online.
Meubles TOCO means two stores in Quebec, a loyal customer base and an excellent in-store reputation. The business wanted to grow its online sales and was about to invest in Google Ads. A great instinct: the brand had everything it needed to succeed online.
Before launching the campaigns, I started by analyzing the visitor journey on the site, so that every advertising dollar would work in the best possible conditions.
That analysis surfaced some great opportunities.
The opportunities
we identified.
Following a customer journey, from searching for a piece of furniture all the way to payment, revealed several conversion levers. Activating them before advertising gave the upcoming campaigns every chance to succeed.
So I suggested starting by optimizing the purchase journey, then launching Google Ads on a store ready to convert. A choice that pushed the campaigns back a few weeks, and fully served the growth of the business.
Shop the way people furnish
People choose a sofa for a room, with dimensions and a style in mind. The catalog could speak that language.
Show shipping earlier
For furniture, knowing the shipping cost from the start is reassuring and helps customers decide with confidence.
Support the decision
When confirming their choice, customers want to feel reassured. The journey could do more to help them.
Prepare for acquisition
An optimized store helps every visitor coming from the campaigns find the right piece faster.
The theme
A reworked theme, innovative solutions.
Rather than starting from scratch, I reworked Meubles TOCO's Shopify theme and enhanced it with innovative solutions designed around the way people buy furniture.
Navigation is organized by room: living room, dining room, bedroom, appliances, decor. The search bar invites customers to search by room. The homepage opens on a full-screen banner showing the furniture in real everyday life, and each menu entry can take its own color to highlight sales or a collection. An animated progress bar shows customers how much they need to add to enjoy free shipping.
Every element remains editable by the team from the Shopify theme editor, fully independently.
Shipping
A rate calculated from the nearest store.
Shipping deserved a smarter answer than a flat rate. The idea: calculate the price from the distance between the customer and the nearer of the two stores, independently of the warehouse. Shopify does not offer this natively, which made it a great opportunity to innovate.
I integrated a dynamic calculation directly into the checkout: the customer enters their address and the right rate appears instantly. The tier grid stays managed by the team in Shopify. The details of this integration are covered in the analysis Calculating Shopify shipping rates by distance.
A Google ecosystembuilt from scratch.
At the start, Meubles TOCO had no Google tools in place yet. A true blank page, and the chance to build everything in the right order: measurement first, then the catalog, then the campaigns. That way, every dollar invested rests on reliable data.
- 01
Infrastructure and measurement
Merchant Center and Google Ads accounts created, Shopify, GA4, YouTube and Google Ads connected with secure access. dataLayer and e-commerce events set up, purchases validated in GA4 then imported as the primary conversion in Google Ads, with values and attribution checked.
- 02
Merchant Center and catalog
Shopify product source connected, domain, markets and shipping configured. Diagnostics reviewed and the catalog qualified against Google standards for furniture: price, availability, images, categories, brands and identifiers. Ready-to-run products are prioritized.
- 03
Acquisition architecture
Product families with the strongest potential selected, objectives, KPIs and ramp-up logic defined. Shopping campaigns structured: product groups, targeting, exclusions and bidding strategies.
- 04
Launch and calibration
Full end-to-end testing of measurement, Merchant Center and Google Ads, then a gradual rollout once conversions were validated. Costs, search queries and traffic quality monitored, with adjustments to stabilize the account.
The right momentto accelerate.
Once the journey was optimized, the enhanced theme was live and measurement was validated, I launched the campaigns. The ad budget was now working on a store ready to convert.
And the sales came. Every dollar invested became a real growth lever.
Understand
Analyze the real visitor journey before launching any advertising.
Diagnose
Spot the conversion levers, from searching for furniture to payment.
Prioritize
Optimize the purchase journey before launching Google Ads.
Implement and measure
Theme, shipping, Google ecosystem, then campaigns. And sales that delivered.
What made the difference was the order of decisions. That is the logic I follow on every engagement, described on the Approach page.
If your store is already selling and you are considering investing more in advertising, it is often the best moment to take stock. You can book a 20-minute call to talk it through, or explore the services.
