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Beauty & Skincare

Unifying D2C and B2B — and automating a manual rewards programme.

A premium haircare brand serving both consumers and professional stylists through two storefronts, with a complex rewards system run largely by hand.

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Shopify PlusB2B ecommerceKlaviyo automation

Two

Storefronts unified

Automated

Tier-based rewards

Less

Internal workload

The challenge

Two platforms, one team, and a rewards programme run on spreadsheets.

The D2C storefront was built on an outdated theme that limited flexibility and made scaling difficult. Meanwhile the professional B2B platform relied on manual workflows to manage a rewards system based on monthly spend, tier progression, and product-specific rules.

Running two separate environments created inefficiency and inconsistency, and the rewards programme — genuinely valuable to stylists — consumed internal time in direct proportion to its success.

UNITE Hair haircare bottle held against a green leaf

What we did

One foundation, two experiences, no manual steps.

A modular framework serving both audiences, with the rewards logic automated end to end.

  • D2C storefront replatformed onto a modular Shopify Plus framework
  • The same foundation extended to the Pro storefront for a unified system
  • Distinct B2C and B2B experiences maintained with account-based access and dynamic content
  • A custom automated workflow built across Shopify, Klaviyo, and supporting tools
  • Real-time reward calculation, tier assignment, and distribution — without manual work
  • Klaviyo restructured into an event-driven system tied to user behaviour
Blueprint illustration of data blocks crossing a bridge between two platforms

The results

The rewards programme kept its complexity and lost its overhead.

With both storefronts running on one scalable architecture.

  • Unified D2C and B2B storefronts on a scalable Shopify Plus architecture
  • Manual processes eliminated through the automated rewards system
  • Improved operational efficiency and reduced internal workload
  • Better experience for both consumers and professional users
  • A scalable foundation supporting ongoing growth and optimization

The takeaway

The rewards programme worked. It just didn't scale, because success meant more spreadsheet. Automation removed the ceiling.

Built with

The stack.

Shopify PlusKlaviyoSageZapierHelium Customer FieldsLiquidCustom Workflow AutomationB2B Systems

Services used on this project

Shopify Plus Development

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Shopify Migration

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Subscription Optimization

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