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Founded in 1999, V’s Barbershop set out to bring back the authentic barbershop experience with classic cuts, straight-razor shaves, and genuine connection. Today, the brand has grown to more than 65 locations across the United States, offering a timeless experience rooted in quality cuts and shaves, friendly service, and a community of loyal customers.
As V’s continued to scale, their digital presence lagged behind, impeding rather than advancing the brand’s expansion. The company ran separate sites for direct customers and B2B franchisees, which created inefficiencies, slowed updates, and fragmented the customer journey. The web team lacked the flexibility to manage content and promotions independently on their WordPress platform, while franchise operations relied on outdated workflows that limited growth.
To unify their digital ecosystem and modernize operations, V’s Barbershop partnered with DigitalJAS, a Shopify Premier Partner agency specializing in ecommerce strategy, migration, development, and platform optimization. Together, they built a single, scalable Shopify Plus experience that seamlessly merges brand storytelling, ecommerce, and key B2B functionality that finally put the brand and its franchisees on the same page.
Since unifying commerce on Shopify, V’s has achieved impressive results:
- 40% increase in conversion rate across reservations and ecommerce
- 30% faster site speed, improving mobile user experience
- Unified B2C and B2B operations in one Shopify Plus store
- Streamlined site management, empowering marketing autonomy
The challenge: A clear brand vision scattered across fragmented systems
Think about a pair of scissors: we call it a “pair,” but in the hands of your barber it functions as one indispensable tool. So what would happen if you had to cut hair with the two sides of the scissors disconnected? It would probably be a bit of a challenge.
This was the kind of challenge V’s Barbershop had on their hands as they tried to expand. They had a B2B site set up to sell products and supplies to their franchisees—and a completely different site for everything B2C. To complicate things further, the B2C site itself had additional layers of complexity built in, including a clunky integration with the reservation-scheduling tool and a WordPress content management system that was hard to operate.
This fragmentation meant basic tasks took much longer than they needed to, making it difficult for the team to make regular updates and keep branding consistent across both sites. The lack of easy extensibility meant each new plugin risked crashing the system and bringing business to a halt, causing major frustrations for customers and team members alike. As V’s Barbershop positioned themselves for further growth, they were faced with the hard truth that their current ecommerce system would not permit them to provide a digital customer experience that came close to the quality and consistency of their in-store service.
We realized we couldn’t grow our online presence while operating on fragmented platforms with limited control. We needed a single, centralized database for our content, customer data, and business rules, that would enable smarter insights and provide a foundation built for scale.
Fortunately, the brand found an ideal partner in DigitalJAS, who had experience facilitating complex digital transformations for growing brands, and knew how to take advantage of the powerful ready-to-use tools in the Shopify Plus toolbox. DigitalJAS knew that unified commerce through Shopify Plus was the path to excellent service today and more growth in the future.
The solution: One platform, one high standard for customer experience
With unified ecommerce and an excellent customer experience as guiding principles, DigitalJAS led a complete migration of V’s Barbershop’s online business to Shopify Plus. In keeping with the V’s customer-first philosophy, they helped the brand meet customers where they shop with a new mobile-first Shopify storefront built for speed and usability, allowing customers to book reservations on the go from wherever they are.
And wherever they are, V’s branding is consistent and recognizable. Using Shopify’s native content tooling, DigitalJAS teamed up with Shopify’s leading content partner, Design Packs, to give the marketing team the ability to update layouts, images, and page content without developer assistance.
V’s Barbershop has great branding and content, so we ensured that we built strong templates and product models to strongly represent that on Shopify. With this done, V’s Barbershop had the Shopify CMS to better manage their online business.
To connect storytelling and commerce, DigitalJAS implemented Shopify metaobjects—allowing dynamic content like franchise profiles, service menus, and blog stories to be centrally managed within Shopify. Crucially, they also merged the brand’s separate B2B site with the new B2C store, knowing Shopify’s native B2B functionality would give franchise partners great benefits like custom pricing and easy account access—and the V’s Barbershop team would no longer have to juggle two websites at once.
And V’s Barbershop soon found the Shopify environment is built for growth: with core features like Shopify Markets, the brand can now manage multi-location and regional content from one dashboard, and easy integration with Klaviyo allows the team to expand lifecycle marketing through automated email and SMS campaigns that nurture relationships and drive repeat reservations and purchases.
The results: A unified platform, built to grow
The impact of the migration was immediate: site performance improved by 30%, creating a faster, smoother mobile experience for customers booking reservations on the go. Conversion rates rose by 40%, fueled by faster load times, simplified reservation flows, and cohesive brand storytelling that aligns with the in-store experience.
We knew Shopify was the right platform for us, and DigitalJAS has been (and continues to be) instrumental in helping us fully leverage the platform. The overall business impact has been strong, our team is significantly more efficient in day-to-day operations, and we gained the ability to launch new features and content at a far faster, more scalable pace.
Behind the scenes, V’s Barbershop runs both their consumer and B2B operations on one agile system, simplifying operations and leaving the team with more time to focus on providing even better service to customers and franchisees. The marketing team can easily update content without assistance, so they can focus on the brand messaging that has helped win them so many loyal customers. Franchise partners can self-serve on the unified B2B portal to view the catalog, place orders, and access marketing materials, all on the same platform powered by Shopify Plus.
With Shopify’s dynamic tools and seamless integration with Klaviyo, V’s continues to strengthen their customer engagement through targeted campaigns and customer rewards.
Moving forward
DigitalJAS continues to work with V’s Barbershop to ensure their digital presence evolves and grows alongside their brand. Upcoming initiatives include further refinements to the B2B portal, launching digital loyalty programs, and integrating new Shopify apps that use AI automations to boost retention.
With Shopify Plus as their foundation, V’s Barbershop is equipped to scale both retail and B2B channels, delivering the same premium experience online that customers expect in every one of their more than 65 locations.