Aromatherapy Associates Creates New Platform


British wellness brand Aromatherapy Associates (AA) has created a new platform to accelerate its global direct-to-consumer (DTC) operations by delivering luxury digital experiences

With its legacy platform no longer fit for purpose, AA underwent an in-depth consultation process led by Astound Commerce, designed to forensically analyse the businesses’ specific challenges and roadmap a clear path to elevate the online customer experience, Aromatherapy Associates selected the Shopify Plus platform as the foundation for its ecommerce transformation.

Astound Commerce led a design-driven replatform to Shopify 2.0, leveraging its internal accelerator for Shopify Plus to fast-track time-to-market.  It optimised both the online user journey and shopping experience and created a backend management experience with visual previews of all elements and drag-and-drop management.

Additionally, Astound developed a bespoke creative concept for Aromatherapy Associates – redefining both the user experience (UI) and the brand’s aesthetic, making the online experience seamless while the design now reflects the brand’s tenets of luxury, quality and craftsmanship. 


To support the brand’s customer acquisition and retention goals, Astound Commerce implemented Yotpo for customer reviews and loyalty, Klevu to enable product discovery and maximise the potential of its search interactions, while Ometria’s customer data and marketing platform creates relevance and drives personalisation at speed and scale to push up engagement rates and customer lifetime value. Global-e enables shoppers worldwide to pay in local currency and use local delivery services for order fulfilment.

Laura Bailey, Global Head of E-commerce at Aromatherapy Associates, said: “Not only have Astound Commerce created a future-proof platform that will support our DTC growth plans, but they have also created a website that is beautifully polished and positions our brand as the well-being category leader it really is – delivering an immersive, brand-rich experience to engage and delight our discerning customers.”