ORLY Customer Story
Generated in first 6mo
14% of reviews
after Google Shopping Ads with Reviews
ORLY first came into being in 1975 when Founder Jeff Pink pioneered the French Manicure, a natural nail look designed to minimize actresses’ time between wardrobe changes. Now, ORLY is still a family-owned business and a leader in the professional nail care and nail color with top-selling treatments for every nail need and over 300 shades across multiple nail color formulations. Available in top beauty retail stores and online — and a favorite of consumers and professionals alike — anyone who’s gotten a manicure in the past 47 years has likely encountered an ORLY product.
ORLY wanted to grow its presence on Google and make its online store more discoverable to take its DTC channel to the next level. The brand partnered with elite Shopify agency GoldenWeb to audit its site and identify how it could improve its SEO efforts, which recommended syndicating reviews to Google Shopping. Unfortunately, achieving this goal was a challenge with Bazaarvoice, the brand’s original reviews provider. GoldenWeb suggested migrating to Okendo, allowing ORLY to not only display star ratings and UGC in Google Shopping search results, but also to dramatically enhance page load times and accelerate organic traffic.
Taking Control of ORLY’s DTC Channel
ORLY is well-known in stores like Ulta, Target, and Walmart. However, the brand has a high number of SKUs, which means it competes for valuable shelf space. Because it’s impossible for any retailer to sell all of its products, ORLY’s DTC channel compensates for what won’t fit in a retail environment, providing consumers access to hundreds of nail polish shades. The brand’s online store became particularly popular during the COVID-19 pandemic when people were shopping in stores less but still clamoring for new colors.
Growing a DTC channel necessitates social proof. If consumers can’t hold a product in their hands and appreciate its color, it helps to have photos and videos from other customers who have already tried it to guide their purchasing decisions. Tal Pink, VP of Business Development at ORLY, says:
“ORLY manufactures our own products at our Los Angeles Headquarters. We put a lot of effort into their formulas and test them vigorously for performance, so it’s essential to see customers’ genuine reactions. Anyone shopping online these days deserves to see social proof to determine if what they’re buying is of quality or if it’s hype. It’s where marketing meets reality.”
ORLY installed Bazaarvoice into its Shopify store to collect and display said social proof. When GoldenWeb conducted its SEO audit, though, the agency discovered that reviews weren’t loading quickly or visible from Google cache view. Tal notes that ORLY also wanted a platform capable of syndicating reviews to Google Shopping and with a more robust Shopify integration that granted the brand more control over UGC collection and display. The team explored different options before being impressed with Okendo’s more user-friendly interface, affordability, in-depth insight into ROI, and its enhanced functionality that lets ORLY take more control over its DTC channel.