Sunnystep isn’t just a footwear brand—it’s a movement toward lasting comfort and sustainability. Founded by Mao Ting after overcoming a spine injury, Sunnystep was built on the belief that shoes should support both the body and the planet. The brand uses eco-friendly materials, such as algae harvested from polluted waters and repurposed coffee grounds, to create shoes designed with anatomical precision. Sunnystep stands at the forefront of the comfort-first and sustainable fashion movement, setting new standards for environmentally-conscious footwear.
In just one year, Sunnystep's journey with SHOPLINE has been nothing short of transformative. Sunnystep’s store presence has doubled from 7 to 14 outlets in Singapore, and also started expanding into Malaysia. Having both online and offline stores is crucial for Sunnystep, as it allows them to reach a wider audience and offer customers more flexible shopping experiences. However, integrating these channels to deliver a seamless and cohesive shopping experience posed a significant challenge. Additionally, managing increased traffic and streamlining store operations became increasingly complex as Sunnystep continued to expand its footprint.
“As our business grows, our operations are getting more complex, our team is growing, and we have a larger customer base. Hence we need a very good, robust, centralized platform that allows us to provide an omni-channel experience for our customers. SHOPLINE can provide additional functionalities for a customized online experience. It also allows us to open more stores without undermining the operational efficiency.” — Ting, Founder, Sunnystep
Sunnystep required a comprehensive system to harmonize their online and offline operations. SHOPLINE's unified commerce platform provided the ideal solution, enabling seamless integration between online and offline channels and addressing the complexities of growth. SHOPLINE's approach ensured that Sunnystep could offer a consistent and cohesive experience to customers, effectively bridging their online and offline presence. Here’s how SHOPLINE's Online-Merge-Offline (OMO) solution made a difference:
During the high-traffic year-end sales period, SHOPLINE’s Page Speed Booster and Conversion Booster tools played a critical role in achieving exponential sales growth. These tools ensured that Sunnystep’s website delivered a smooth and engaging user experience, even during peak times, supporting their online presence seamlessly.
“As our business scales, and our website traffic increases, we need a better online management system to manage our traffic so that we can target our customers in a personalized way.” — Ting, Founder, Sunnystep
SHOPLINE Retail POS system seamlessly connects all Sunnystep’s online and offline stores. As Sunnystep expanded, managing store operations—including staff management, checkout processes, and inventory—became increasingly complex. SHOPLINE Retail POS has allowed Sunnystep to maintain accurate stock levels across all locations, enhance their overall efficiency, and provide a consistent shopping experience for customers. From handling returns and exchanges to managing partial fulfillments, the system has streamlined operations and enhanced overall efficiency.
“As our inventory management gets more complex, we encounter a lot more inventory scenarios. We need a reliable operating system that can track our inventory accurately to maximize operational efficiency. Shopline’s integrated inventory management system seamlessly connects online and offline channels, providing visibility into stock levels across different retail locations and our online store. It’s equipped to handle complex inventory scenarios” — Ting, Founder, Sunnystep
Sunnystep values its loyal customers, and the SHOPLINE Loyalty and Rewards, an integrated suite of loyalty and rewards features, has enabled them to create a rewarding experience for customers. With a tiered rewards program, members can redeem exclusive Sunnystep merchandise like drawstring bags, long socks, and umbrellas, or enjoy birthday discounts. Since using SHOPLINE’s Member System, Sunnystep has seen a steady month-on-month increase in returning members. Integrated into the Retail POS System, SHOPLINE’s Member System supports Sunnystep in acquiring and retaining customers across all channels and touchpoints. This Online-Merge-Offline (OMO) approach has been instrumental in boosting member acquisition and driving brand loyalty, with a substantial impact.
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Through affiliates’ recommendations, Sunnystep has reached new audiences and enhanced community engagement. Detailed performance tracking and easy payout management have streamlined processes, maximizing the impact of the affiliate network. Sunnystep customers can seamlessly redeem discounts both online and in-store with SHOPLINE’s Affiliate Marketing System.
With higher traffic in their physical stores, Sunnystep leverages this omnichannel approach to boost conversions and effectively utilize affiliate-generated discounts. This seamless experience across different channels ensures customers can easily access promotions, further driving sales and engagement, and improved Sunnystep’s affiliate conversion rates to an impressive 11%.
“It is easy to set up in the SHOPLINE Affiliate System. We can track performance and incentives effortlessly, which simplifies operations significantly. We can track performance and incentives efficiently, which simplifies operations significantly.” — Ting, Founder, Sunnystep
Sunnystep's growth trajectory has soared since adopting SHOPLINE's unified commerce platform, and the results are nothing short of extraordinary:
These impressive outcomes underscore SHOPLINE’s unmatched ability to elevate Sunnystep’s brand presence, streamline operations, and drive exponential growth in a competitive footwear market through its Online-Merge-Offline (OMO) approach. This strategic collaboration with SHOPLINE hasn’t just supported Sunnystep’s expansion—it has revolutionized their business model, turning challenges into opportunities and setting a new standard for success in sustainable and comfortable footwear.
SHOPLINE offers comprehensive unified commerce solutions for merchants, including e-commerce, social commerce, point-of-sale, and customer relationship management suite. SHOPLINE's open architecture and thriving partner ecosystem provide cutting-edge technologies that help merchants succeed in today's competitive market. Trusted by over 600,000 merchants, SHOPLINE serves esteemed brands such as Hunter, In The Style, Lush, Sunnystep, and many more worldwide.
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