How Pinalli Achieved 28% Conversion Growth with Shopify Plus

A Heritage Perfume Shop Adapts to Digital Demand

Since 1984, Pinalli has built a reputation in Fiorenzuola d'Arda for custom skincare and cosmetics. The brand expanded to 70+ brick-and-mortar stores, then launched a bespoke online shop in 2012. But growing campaign volumes, peak-season surges and multiple sales channels began to strain their custom solution, leading to instability and missed revenue opportunities.

The Complexity of Omnichannel Marketing

Pinalli’s marketing team ran promotions across social media, email blasts and in-store displays, but each touchpoint lived in a separate system. Click & collect orders, digital totems and pricing rules in retail outlets were not synced in real time. When traffic spiked, page times slowed and checkout errors rose. Their ad spend suffered at key moments, and manual workarounds ate into campaign budgets.

Selecting Shopify Plus for Robust Performance

In May 2022, Pinalli partnered with a certified Shopify Plus specialist. The move relieved their IT team from server maintenance, CDN and security tasks. Shopify’s hosted platform scales on demand, so sudden traffic surges no longer threaten downtime. Liquid templates gave their designers flexibility, while APIs supported custom workflows for promotions and store pick-ups.

Architecting a Unified Data Layer

Next, they integrated a Customer Data Platform through a middleware layer. This brought online orders, in-store sales and mobile app interactions into one profile. Marketing saw when a customer browsed product pages, clicked an email link or redeemed a voucher in store. Now segmentation and targeting rely on a single source, eliminating manual CSV exports and syncing delays.

Streamlining Warehouse, Fulfilment and Logistics

API connections to warehouse automation tools synchronize stock levels across physical locations and the web store. When an item sells in-store or online, inventory updates instantly. Outbound shipping rules and drop-ship setups flow through the same system, so the fulfilment desk sees all orders in one dashboard. That cut fulfillment errors and sped up dispatch times.

Measurable Results and Campaign Efficiency

Within weeks, Pinalli saw a 47% jump in online transactions and a 28% lift in conversion rate. Thanks to fast load times and stable checkout, ad campaigns performed better at peak times. Their marketing budget stretched further, and campaign ROI improved. The unified data layer reduced manual reporting from hours to minutes.

Looking Ahead: Personalization and International Sales

With a rock-solid foundation, Pinalli plans to expand into new European markets. Multi-currency storefronts and localized content will launch with minimal development. Next on deck is personalized product recommendations powered by behavior data. As they roll out AI-driven upsells, the same platform and integrations will support rapid growth without reengineering.

Pinalli’s shift shows how a legacy retailer can modernize infrastructure, unify data and free teams to focus on campaigns, not servers. The result is stronger sales, happier customers and room to scale globally.