Challenges
As The Man Company expanded its product range and online campaigns, its Shopify store needed to support more ways for customers to discover, combine and purchase grooming products. Slow loading, unnecessary app dependencies and an increasingly complex frontend made it difficult to introduce new functionality without affecting the shopping experience.
The requirement went beyond storefront performance. The company needed flexible gifting and promotional options, clearer product discovery and a more structured way for its internal team to manage storefront content. The checkout journey also had to support both GoKwik and Shopify, with mobile-number verification and OTP validation for Cash on Delivery orders.
The main requirements included:
- Upgrade the storefront to Shopify Online Store 2.0 and reduce unnecessary dependencies.
- Improve product discovery through search, variant-specific images and delivery estimates.
- Support bundles, curated gift boxes, discounts, upsells and gift-with-purchase offers.
- Implement GoKwik and Shopify checkout options, including mobile-number verification and OTP validation for COD orders.
- Create reusable UI components and dedicated pages for blog and podcast content.
- Maintain a consistent experience across the Shopify storefront and React-based PWA.
Solution
Lucent began by reviewing the existing Shopify setup, installed applications and frontend structure. Unnecessary apps were identified and removed, while multiple CSS files were consolidated to simplify the storefront and reduce avoidable dependencies.
The store was then upgraded to Shopify Online Store 2.0. To give The Man Company’s internal team greater control over product, category and campaign pages, Lucent created a reusable UI toolkit with predefined components, typography rules, headings and interface styles. The team could reuse these approved elements instead of treating every new page or promotion as a separate design exercise.
Lucent also introduced search functionality and connected Flits for loyalty and customer-account experiences. Dynamic product imagery allowed visuals to change according to the selected variant, while product bundles, curated boxes and gifting collections provided customers with more ways to combine and purchase products.
The cart was extended to support discount codes, complementary product suggestions and several gift-with-purchase scenarios. Promotional rules could be applied according to selected products, entered codes or defined order-value ranges.
The checkout journey included both GoKwik and Shopify checkout options. Mobile-number verification was also added, with OTP validation required for Cash on Delivery orders.
For delivery estimates, the team extracted the necessary fields from the supplied source file, organised the information into a JSON structure and validated it before making it available to the storefront. This allowed customers to check estimated delivery information during the shopping journey.
Dedicated blog and podcast pages gave the brand structured destinations for grooming, product and editorial content. This work formed part of Lucent’s broader Shopify development services, including storefront architecture, frontend development, third-party integrations and custom ecommerce functionality.
Throughout the implementation, the Shopify storefront and React PWA were treated as connected parts of the customer journey. The completed features were reviewed across product discovery, cart, checkout, promotional and content experiences before release.
