How Gishaq Parfums Increased Customer Engagement by 32% with eWeb Wishlist & Alerts
For a fragrance brand, an online store has to do more than display products. Customers want to explore scents, compare fragrances, understand the story behind them and, often, come back later before making a purchase. That was especially important for Gishaq Parfums, a fragrance brand built around the heritage of Indian perfumery and a legacy dating back to 1875.
When eWebWorld began working with Gishaq, the objective was not simply to create a better-looking Shopify store. The goal was to build a more thoughtful shopping experience — one that made product discovery easier, gave customers a reason to stay engaged and created a way to capture interest even when a shopper was not ready to buy immediately.
As part of the project, eWebWorld worked on the design and development of the Shopify store and integrated eWeb Wishlist & Alerts to make product discovery and customer re-engagement part of the shopping journey. The result was a 32% increase in customer engagement, supported by more than 1,000 products saved to wishlists and 750+ wishlist additions during the measured period.
About Gishaq Parfums
Gishaq Parfums brings together traditional fragrance craftsmanship and contemporary perfumery. Its product range includes traditional attars, essential oils and modern fragrance compositions, giving customers different ways to explore fragrance. The brand’s online store needed to represent both sides of the business: the heritage of Indian fragrance-making and the convenience of modern ecommerce.
The website currently brings together collections such as House of Attars, Essential Oils, Signature Attar Expressions and The Fragrance Library, along with best sellers, new arrivals and gifting options. That made the ecommerce experience an important part of how customers discovered the brand.
The Challenge
Gishaq Parfums had a clear brand identity and a wide range of fragrances, but bringing that experience to ecommerce required more than simply putting the products online. The store needed to make it easier for customers to discover different fragrances, understand the collections and move through the website without losing interest along the way. This was particularly important for a fragrance brand.
Choosing a fragrance is often a personal decision. Customers may explore several scents, compare products and take time before deciding what they want to purchase. A visitor might find a fragrance they like, continue exploring the store and leave while still considering their options. That does not necessarily mean the customer has lost interest.
They may simply need more time. So, instead of focusing only on getting visitors to purchase immediately, the project focused on creating a shopping experience that supported customers throughout the consideration process.
The areas we focused on
A clearer shopping journey
The store needed a more organised structure that allowed customers to move naturally between collections, products and different fragrance categories.
Better product discovery
With a broad range of fragrances available, customers needed a straightforward way to explore the catalogue without making the experience feel complicated.
A stronger connection with customer interest
The experience needed to account for customers who were interested in a product but were not ready to purchase during their first visit. These considerations shaped the design and development work for the Shopify store.
The Approach
Rather than treating the project as a simple website redesign, we looked at the complete customer journey. From the first interaction with the homepage to browsing collections and viewing individual fragrances, each part of the experience needed to work together. The focus was on three things:
Discover → Explore → Return
Customers should be able to discover products easily, explore the range comfortably and have a reason to return when they were ready to make a decision. This approach influenced both the design and functionality of the store.
Reworking the Shopify Experience
The first part of the project focused on the Shopify storefront itself. Gishaq’s product range includes different fragrance categories, so the website needed a structure that made those choices easier to understand.
Organised product discovery
Collections and product categories were structured to help customers find their way through the catalogue. Instead of making visitors search through a large number of products, the experience provides different paths for discovering fragrances based on their interests.
Product-focused experience
The product experience was designed around helping customers understand what they were looking at and continue exploring other products when they wanted to compare their options.
Consistent brand experience
Gishaq’s heritage is an important part of its identity. The website therefore needed to maintain the character of the brand while providing the simplicity customers expect from a modern Shopify store. The aim was to find a balance between storytelling and usability.
Making Room for Consideration
One of the insights that influenced the project was simple: Not every interested customer is ready to purchase immediately. This is particularly relevant when shopping for fragrance. A customer might discover three products they like but only purchase one.
They may want to remember the other two, compare them later or return after thinking about the decision. The new experience needed to accommodate that behaviour. This is where the wishlist became part of the wider customer journey.
Adding a Simple Way to Save Products
As part of the Shopify experience, we introduced eWeb Wishlist & Alerts. The purpose was straightforward. If a customer found a product they liked but did not want to purchase immediately, they could save it instead of having to search for it again later. The wishlist became another step between product discovery and purchase. The customer journey changed from:
Browse → Consider → Leave to: Browse → Consider → Save → Return → Purchase
This was not about pushing customers toward a purchase. It was about giving them more control over how they shop.
From Customer Interest to Measurable Activity
The wishlist also created another useful layer of customer behaviour that could be measured. A product page view tells us that someone looked at a product. A wishlist addition tells us something more specific: the customer wanted to keep that product in consideration. That distinction helped provide a clearer view of which products were attracting customer interest. During the measurement period, Gishaq recorded:
1,000+ products saved
Customers actively saved more than 1,000 products through the wishlist experience.
750+ wishlist additions
More than 750 wishlist additions were recorded, showing that customers were using the feature while exploring the product catalogue.
500+ wishlist actions
The store also recorded more than 500 tracked wishlist-related customer actions. These interactions gave the team additional insight into how visitors were engaging with products before making a purchase decision.
The Result: 32% Higher Customer Engagement
The combined changes to the Shopify experience resulted in a 32% increase in customer engagement during the measured period. The improvement was not tied to a single feature. It came from creating a more connected shopping experience — one where customers could discover products more easily, explore the catalogue and save products they wanted to consider later.
Results at a glance
| Metric | Result |
|---|---|
| Customer engagement | +32% |
| Products saved | 1,000+ |
| Wishlist additions | 750+ |
| Wishlist actions | 500+ |
The numbers provided a useful indication that customers were doing more than simply visiting the store. They were actively interacting with the product catalogue.
Why This Matters for a Fragrance Brand
The buying journey for fragrance can be different from many other ecommerce categories. A customer may want to understand a scent before purchasing it. They may compare different attars. They may discover something new while browsing. Or they may simply decide that they want to come back later.
The website therefore needs to support consideration rather than treating every visit as an immediate transaction. The wishlist helped Gishaq accommodate this behaviour without disrupting the shopping experience. Instead of asking customers to make a decision immediately, the store gave them a simple option: Save it and come back when you’re ready.
The Outcome
Gishaq Parfums started with a strong brand, distinctive products and a rich fragrance heritage. The challenge was bringing those strengths into an ecommerce experience that worked naturally for modern shoppers. Through Shopify design and development, we created a more structured environment for product discovery and exploration. By introducing eWeb Wishlist & Alerts as part of that experience, customers also gained a simple way to save products they wanted to consider. The measurable outcome was:
32% increase in customer engagement
supported by:
- 1,000+ products saved
- 750+ wishlist additions
- 500+ wishlist actions
But the most important change was not simply the number of wishlist interactions. It was creating a customer journey that recognised that interest does not always lead to an immediate purchase. Sometimes customers need time. The new experience gave them that time without losing the connection to the products they discovered.
A Shopify Experience Built Around the Customer
The Gishaq Parfums project shows what can happen when ecommerce design starts with customer behaviour rather than individual features. The goal was never to add functionality just for the sake of adding it. It was to make the experience easier to navigate, easier to explore and better suited to how customers actually make fragrance purchasing decisions. The result was a more engaging Shopify store and a 32% increase in customer engagement.
For Gishaq, the journey now continues beyond the first product view — from discovering a fragrance to saving it, returning to it and eventually making a decision.
About The Author
Nidhi writes content at eWebWorld and has a knack for making tech talk sound human. With 3+ years of experience in content creation, she’s all about cool web trends, clean UI, and turning geeky stuff into scroll-worthy reads. When she’s not writing about web development or UI/UX trends, she’s probably diving into creative inspiration like exploring new tools or sketching ideas for her next blog.
Search
Popular Posts
Follow us
Recent Posts
About eWebWorld
eWebWorld is a Shopify and eCommerce development company in India with 10+ years of experience building and scaling online stores. We specialize in Shopify development, including store setup, customizations, theme development, migrations, integrations, and performance optimization. Through our expertise in eCommerce, technology, and digital marketing, we help businesses create better online experiences and achieve sustainable growth.
