Mastermind Toys Drives 286% Conversion Growth with Shopify Plus

Bringing In-Store Magic Online

Mastermind Toys has built a devoted following through 37 years of neighborhood storefronts and hands-on play guides. When the pandemic and online giants raised the bar, they needed more than a web catalog. They aimed to recreate the friendly curiosity and thoughtful service kids and parents find in physical stores. Shifting focus to digital channels, the team built a new site on Shopify Plus that feels as playful and navigable as walking the aisles.

The Challenge

Facing tough competition from big-box chains and global marketplaces, Mastermind Toys had to quickly boost online sales without losing its signature touch. The old platform could not handle high traffic or offer store pickup in real time. Search results were clunky, gifts were hard to find, and repeat buyers needed incentive to return.

Building an Engaging Digital Experience

Partnering with a Shopify Plus agency kicked everything into gear. They redesigned the storefront to showcase over 10,000 SKUs in easy categories. AGift Findertool helps shoppers pick the perfect present by age, interest, or budget. Signature gift wrapping options appear during checkout, maintaining the unboxing delight. Real-time inventory sync makes curbside pickup possible within an hour at 68 locations.

Live Support and Loyalty Integration

Adding live-chat gave every online shopper access to Play Experts. This direct line pushed customer satisfaction up, handling questions about stock or gift ideas. The new setup also links to Mastermind’s Perks loyalty program, so points stack seamlessly no matter the channel.

Technology Under the Hood

The stack blends Shopify Plus with certified apps: a powerful search engine, chat platform, and loyalty module. The POS system syncs with online orders to route pickups smoothly. Store associates use a dedicated “Woo-hoo! HQ” station for order fulfillment on site. Data flows into centralized analytics, giving real-time sales and inventory visibility.

Measuring Success

After launch, conversion jumped 286%. Digital sales held a steady threefold increase month over month. Chat interactions serving more than 288% extra customers showed that online shoppers still crave one-on-one help. Curbside pickup promise of one hour became a brand differentiator, driving foot traffic back to stores and increasing average order value.

Customer Stories

One parent described using the Gift Finder for a niece’s birthday. They completed the order online at lunch and collected it after work, wrapped and ready. Reviews noted how simple it was to swap items before checkout, backed by chat support that answered questions in real time. Another family picked up last-minute party favors with curbside pickup, cutting their errands by half. Feedback highlighted the human touch at every stage.

Scaling with Confidence

With Shopify Plus as its foundation, Mastermind Toys can roll out new features swiftly. Seasonal campaigns, flash sales, or new collections can go live in hours. Backend workflows automate order routing to stores, so associates focus on customer care instead of admin tasks. Inventory sync between channels keeps stockouts rare, even during peaks. Local store teams gain access to dashboards that show exactly what shoppers want in their neighborhood.

Future Moves

Looking ahead, Mastermind Toys plans to expand digital gift registries and group gifting tools. Live video shopping events with Play Experts are in beta, offering guided demos and Q&A for new hobby kits. International shipping tests will go live soon, taking curated toys beyond Canada.