How Texture Tech Revamped Its Shopify Experience with Nexus Commerce to Drive Personalization, Conversion, and Community

Overview

Textured Tech is a premium beauty supply store rooted in culture, community, and care. As their customer base expanded, they needed a site that could match their mission—personal, easy to navigate, and reflective of their support for Black-owned beauty. Nexus Commerce stepped in to overhaul their Shopify experience, redesigning their digital storefront for clarity, conversion, and connection.

The Challenge

• Outdated design that didn’t reflect the breadth or ethos of the brand

• Navigation organized solely by brand, limiting discovery by concern or product need

• Klaviyo setup lacked behavioral triggers and segmentation capabilities

• Homepage and hero sections were static and not optimized for conversion

• Limited ability to spotlight new arrivals, bestsellers, or dynamic collections

The Nexus Commerce Solution

• Full Site Redesign with refreshed UX and updated navigation for easier product discovery

• Navigation Rebuild based on hair care concerns, skin care types, and customer goals—not just brand

• Dynamic Homepage Merchandising, showcasing rotating bestsellers and collections by concern

• Conversion-Driven Hero Section, optimized to spotlight the most clicked SKUs and top-performing products

• Klaviyo Smart Popups, personalized by collection page and visitor behavior to segment subscribers into hyper-targeted flows

• Category-Level Customization, enabling tailored merchandising experiences for different customer types (curly hair, dry scalp, hyperpigmentation, etc.)

• Product Education Enhancements across PDPs to help first-time shoppers make confident choices

Results

• Higher Conversion Rates from homepage and collection pages due to intuitive navigation and dynamic merchandising

• Stronger Engagement via Klaviyo with segmented email flows tied to real customer behavior and needs

• Improved Product Discovery by shifting focus from brand to concern-based collections

• Positioned as a Community Leader with a site that reflects Textured Tech’s values and delivers a premium, inclusive experience