PolarX
strategic marketing partner for seasonal products, improving UX, SEO and Shopify performance
OVERVIEW
SPX Brands is a group of e-commerce businesses operating across the United States and UK, with a portfolio including Polar X, Solar X Eyewear, Ornament Town and Second Nature by Hand.
Trading exclusively online, the group operates across Shopify and WooCommerce websites, serving both wholesale and retail customers.
As the portfolio expanded, a requirement emerged for ongoing strategic and technical support to improve digital performance, enhance user experience and support continued growth across multiple brands and markets.
THE OBJECTIVES
DELIVERED THROUGH…
WEBSITE DEVELOPMENT
A Shopify e-commerce website was developed to support the group’s direct-to-consumer offering, providing a scalable foundation designed for long-term growth.
The build included streamlined navigation, tailored functionality and an improved purchasing journey, alongside integrations such as USPS and FedEx order tracking to enhance post-purchase visibility.
Across the wider portfolio, ongoing development has included new page builds, technical enhancements and platform improvements across both Shopify and WooCommerce environments, ensuring each website continues to evolve in line with business requirements.
USER EXPERIENCE (UX) OPTIMISATION
Enhancing the customer journey has been a continuous focus across the websites. A digital audit of their online presence has informed a programme of improvements designed to simplify navigation, improve product discovery and create a more seamless purchasing experience.
Work has included restructuring product categories, strengthening internal product linking and refining navigation to better support the differing needs of wholesale and retail customers.
These ongoing enhancements have helped create a more intuitive user experience while supporting stronger engagement and conversion opportunities.
WEBSITE MANAGEMENT & TECHNICAL OPTIMISATION
Ongoing website management forms an integral part of the partnership, ensuring each platform remains up to date, secure and optimised for performance.
Support includes product and content uploads, image management, platform maintenance, plugin optimisation, analytics configuration, cookie tracking implementation and technical updates across multiple Shopify and WooCommerce websites.
This proactive approach enables new products, campaigns, sensitive sales management, and website enhancements to be implemented efficiently while maintaining platform stability.
GOOGLE ADS & MERCHANT CENTRE SUPPORT
Alongside website development, technical support has been provided to strengthen paid search performance and resolve issues impacting product visibility.
This has included identifying and resolving Google Merchant Centre suspensions, ensuring product feeds complied with Google’s requirements and restoring eligibility for Shopping campaigns.
Strategic guidance has also supported ongoing optimisation of Google Ads activity, helping align paid campaigns with wider commercial objectives.
SEARCH ENGINE OPTIMISATION (SEO)
Technical SEO is also embedded within the ongoing optimisation strategy across the SPX Brands portfolio.
Regular performance reviews provide the insight needed to continually refine each website, ensuring SEO improvements complement wider website development and user experience enhancements.
Activity has focused on improving page speed, refining site architecture, reducing unnecessary code and implementing technical best practice to strengthen organic visibility.
Where we add value
Marketing decisions that make a difference
Every business faces different challenges. We focus on the opportunities, priorities, and decisions that can create meaningful commercial impact.
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