The Memo’s 45% Growth Secret: Unifying Online & In-Store

Building a Unified Shopping Experience

When The Memo launched in 2019, founders Kate Casey and Phoebe Simmonds knew parents needed a simpler way to shop for baby essentials. The market was cluttered with sites that were slow, confusing, or didn’t feel supportive. They set out to create a platform that felt like a friend in both online and retail settings. Their focus: make every step—from product discovery to checkout—clear, fast, and reliable.

The Challenge

Early on, The Memo ran into two big hurdles. First, their ecommerce site needed to load quickly and guide busy parents toward the right items. Slow pages or complex menus would send frustrated shoppers away. Second, as physical stores opened, they needed to ensure the in-store experience matched the quality of the website. That meant connecting customer profiles, purchase history, and loyalty rewards in real time so parents wouldn’t have to re-enter data or juggle separate accounts.

The Solution

The Memo chose Shopify Plus for a solid technical base and built a snappy storefront optimized for speed. They controlled caching, fine-tuned images, and simplified navigation to deliver smooth page loads. Then they added Shopify POS in their retail outlets. Because it hooks directly into the same backend, store staff could see a customer’s order history, loyalty points, and saved addresses instantly. No more manual lookups or paper receipts.

To automate marketing and tagging, they used Shopify Flow. With a few clicks, they created workflows that tagged products when stock ran low, notified shoppers when favorite items returned, and triggered personalized emails based on purchase patterns. This meant busy parents received tailored updates without The Memo’s team having to send each message by hand.

Results and Impact

By unifying their channels on Shopify, The Memo saw a 45% year-over-year revenue jump within months. Sixty percent of shoppers came back for more, drawn by consistent pricing, streamlined checkout, and on-brand service whether they shopped online or in person. In fact, 70% of in-store buyers also placed orders online, proof that their seamless approach kept customers engaged on every front.

Operationally, the team saved hours previously spent on manual data entry. With one system handling sales reporting, inventory, and marketing automation, they freed up headcount to focus on marketing campaigns, new partnerships, and in-store events. The result is a cycle: better service drives more sales, which funds more innovation.

Looking Ahead

With growth accelerating, The Memo plans to expand its product range and explore subscription options for essentials like diapers and bottles. They also aim to leverage more advanced analytics to spot trends in real time. One thing won’t change: they’ll keep both online and in-store experiences tightly linked so parents always feel seen and supported.