ABOUT THE BRAND
Rooted in Purpose: How OluKai’s Values Shaped Its Mobile Commerce Vision
OluKai was founded with a clear vision: to create premium footwear that honors and celebrates the Hawaiian culture. Each product is intentionally named using native Hawaiian language and inspired by stories tied to the island lifestyle. This philosophy is embedded in the brand’s design process, storytelling, and community investment.
Through the Ama OluKai Foundation, the company actively supports local Hawaiian initiatives, helping preserve cultural traditions and strengthen the communities that shape its identity. Purpose drives every decision at OluKai, including its pricing strategy. Rather than discounting, the brand focuses on creative ways to deliver value that align with its commitment to giving back.
As the brand’s ecommerce operations evolved, OluKai saw an opportunity to create a more curated experience for its most loyal customers. The goal wasn’t just to grow revenue. It was to deepen brand connection, preserve storytelling integrity, and build a long-term channel for customer retention—while still driving meaningful business results.
THE CHALLENGE
Creating a differentiated mobile experience that converts, scales, and reflects the brand
OluKai’s ecommerce team, led by Senior Ecommerce Manager Nick Daniels, was focused on elevating the digital customer journey without overextending internal resources. Their mobile web experience was effective, but it had limitations. As consumer expectations around speed, personalization, and seamless navigation continued to rise, the team recognized a gap.
They needed a better way to:
- Communicate product stories in a brand-safe, engaging environment
- Reach customers with fast, frictionless experiences that converted purchase intent more effectively
- Maintain creative control and autonomy without requiring engineering support
- Launch with agility while upholding cultural values and high design standards
"We’re obsessed with the customer experience. So how can we be more easily accessible? How can we create a more direct line to our customers to be better partners and deliver a better experience? That’s what we aimed to solve with the app.”
Nick Daniels, Senior Ecommerce Manager at Olukai
The team also wanted to create differentiated touchpoints for their most engaged audience. They needed a platform that could both support retention and serve as a net-new acquisition channel—without undercutting the brand with blanket discounts or cookie-cutter templates.
THE SOLUTION
Custom, branded experiences at speed—with the flexibility to launch on their own terms
When evaluating solutions, Tapcart stood out for its ability to deliver developer-free control, native performance, and design flexibility—all without compromising OluKai’s high bar for visual and narrative integrity.
The team quickly began using Tapcart’s App Studio to launch curated landing pages for new product drops like the Ahi performance fishing shoe. These app-exclusive pages were designed to tell a deeper story while also guiding users through a more conversion-optimized flow.
"We started playing around with unique landing pages on the app for product launches. We’re sending all of our push strategy directly to these landing pages versus just sending to our more conversion-focused PDP.”
Nick Daniels, Senior Ecommerce Manager at Olukai
By directing traffic to dedicated landing pages instead of generic product pages, the team can deliver a more immersive, branded experience—while still supporting conversion goals. It gives them a way to educate shoppers, control the journey, and optimize performance without relying on their core site infrastructure.
Just as important: Tapcart allows OluKai to deliver meaningful incentives without discounting. Offers like free expedited shipping, early access to product drops, and exclusive content gives customers a reason to engage—while staying aligned with the brand’s values.
"At OluKai, we don’t discount at all. We want to give back as much as possible to the island community through our Ama OluKai Foundation, so using the app and exclusivity to build urgency and drive action has been critical.”
Nick Daniels, Senior Ecommerce Manager at Olukai
THE STRATEGY
Full-funnel app adoption powered by storytelling, personalization, and smart promotion
OluKai approached its mobile app rollout with the same level of intention and orchestration as a product launch. The team activated a cross-channel campaign—email, SMS, paid social, homepage takeovers, and organic posts—to drive awareness and downloads.
A key part of their strategy was Tapcart’s Capture Kit, a free marketing tool that uses customized QR codes made for ecommerce to boost app downloads and drive in-app revenue. It includes a high-converting mobile popup that automatically detects a user’s device and links them directly to the correct app store page, making the download experience seamless and frictionless.
“CaptureKit has been one of the main reasons why we’re seeing such new adoption too… It’s one click straight to the app store.”
OluKai also layers in app-only experiences to create exclusivity and reward engagement. This includes:
- First access to new product drops
- Free expedited shipping during peak promotional windows
- Lifestyle content like Hawaiian island travel guides available only in the app
“It’s a consolidation of local recommendations of what to do on each island… Being able to only deliver that via the app has been really special,” said Nick.
The strategy blends brand storytelling with high-intent conversion opportunities—without relying on deep discounts or sitewide promotions.
THE RESULTS
Strong lift in conversion and AOV—plus unexpected gains in new customer acquisition
Initially, the team viewed the app as a retention play—a way to increase repeat purchases and loyalty among their most engaged customers. But they quickly discovered it was driving something more.
"Everybody thinks, ‘Oh, it’s just going to be more of a repeat purchase channel,’ but we’re not seeing that at all. We’re seeing a significant amount of new acquisition—downloading the app, coming in and purchasing.”
Nick Daniels, Senior Ecommerce Manager at Olukai
Customers weren’t just using the app to return—they were discovering the brand for the first time.
Key Results:
- 142% higher conversion rate in the U.S. app vs. mobile web
- 21% increase in AOV for app users
- 40%+ new customer orders coming through the app
The app has proven itself to be a core channel for OluKai—not only in delivering higher conversion and AOV, but in enabling the brand to build more dynamic and differentiated experiences for both new and returning customers.
Beyond performance, it has become a testing ground to explore new ideas, layouts, and flows that inform broader digital strategy.
"There’s a lot of stuff in the app that we’ve been trying to mirror in our pure web experience. For example, app speed—how quick it is. And with AOV, what are some little tweaks that we can make in our web experience to try to increase it over time as well."
Nick Daniels, Senior Ecommerce Manager at Olukai
Looking ahead, the team is exploring ways to extend this momentum through paid social. With strong signals in conversion and order value, they see potential to use the app as a first-touch channel for new-to-file customers—driving discovery, purchase, and long-term loyalty from the start.
It’s a strategy rooted in performance, but powered by purpose: build better experiences, create more value for customers, and grow more efficiently—without compromising the brand.
THE FUTURE
A channel built for loyalty, performance, and cultural integrity
OluKai’s mobile app isn’t a growth hack or a one-off experiment. It’s a carefully constructed extension of the brand—one that reflects its values, honors its purpose, and delivers real business results. With Tapcart, the team was able to move quickly, launch strategically, and stay true to what matters most.
"The app is an easier browsing experience. You get a very simplified navigation that is super streamlined, with all the important information right there for you.”
Nick Daniels, Senior Ecommerce Manager at Olukai
By staying committed to storytelling, customer experience, and community impact, OluKai is setting the standard for what mobile commerce can—and should—look like for purpose-driven brands.
Ready to create a high-performing mobile experience that reflects your brand’s identity and values? Let's talk about your app strategy.
Ready to wow your customers with an elevated mobile experience?
ABOUT THE BRAND
Rooted in Purpose: How OluKai’s Values Shaped Its Mobile Commerce Vision
OluKai was founded with a clear vision: to create premium footwear that honors and celebrates the Hawaiian culture. Each product is intentionally named using native Hawaiian language and inspired by stories tied to the island lifestyle. This philosophy is embedded in the brand’s design process, storytelling, and community investment.
Through the Ama OluKai Foundation, the company actively supports local Hawaiian initiatives, helping preserve cultural traditions and strengthen the communities that shape its identity. Purpose drives every decision at OluKai, including its pricing strategy. Rather than discounting, the brand focuses on creative ways to deliver value that align with its commitment to giving back.
As the brand’s ecommerce operations evolved, OluKai saw an opportunity to create a more curated experience for its most loyal customers. The goal wasn’t just to grow revenue. It was to deepen brand connection, preserve storytelling integrity, and build a long-term channel for customer retention—while still driving meaningful business results.
THE CHALLENGE
Creating a differentiated mobile experience that converts, scales, and reflects the brand
OluKai’s ecommerce team, led by Senior Ecommerce Manager Nick Daniels, was focused on elevating the digital customer journey without overextending internal resources. Their mobile web experience was effective, but it had limitations. As consumer expectations around speed, personalization, and seamless navigation continued to rise, the team recognized a gap.
They needed a better way to:
- Communicate product stories in a brand-safe, engaging environment
- Reach customers with fast, frictionless experiences that converted purchase intent more effectively
- Maintain creative control and autonomy without requiring engineering support
- Launch with agility while upholding cultural values and high design standards
"We’re obsessed with the customer experience. So how can we be more easily accessible? How can we create a more direct line to our customers to be better partners and deliver a better experience? That’s what we aimed to solve with the app.”
Nick Daniels, Senior Ecommerce Manager at Olukai
The team also wanted to create differentiated touchpoints for their most engaged audience. They needed a platform that could both support retention and serve as a net-new acquisition channel—without undercutting the brand with blanket discounts or cookie-cutter templates.
THE SOLUTION
Custom, branded experiences at speed—with the flexibility to launch on their own terms
When evaluating solutions, Tapcart stood out for its ability to deliver developer-free control, native performance, and design flexibility—all without compromising OluKai’s high bar for visual and narrative integrity.
The team quickly began using Tapcart’s App Studio to launch curated landing pages for new product drops like the Ahi performance fishing shoe. These app-exclusive pages were designed to tell a deeper story while also guiding users through a more conversion-optimized flow.
"We started playing around with unique landing pages on the app for product launches. We’re sending all of our push strategy directly to these landing pages versus just sending to our more conversion-focused PDP.”
Nick Daniels, Senior Ecommerce Manager at Olukai
By directing traffic to dedicated landing pages instead of generic product pages, the team can deliver a more immersive, branded experience—while still supporting conversion goals. It gives them a way to educate shoppers, control the journey, and optimize performance without relying on their core site infrastructure.
Just as important: Tapcart allows OluKai to deliver meaningful incentives without discounting. Offers like free expedited shipping, early access to product drops, and exclusive content gives customers a reason to engage—while staying aligned with the brand’s values.
"At OluKai, we don’t discount at all. We want to give back as much as possible to the island community through our Ama OluKai Foundation, so using the app and exclusivity to build urgency and drive action has been critical.”
Nick Daniels, Senior Ecommerce Manager at Olukai
THE STRATEGY
Full-funnel app adoption powered by storytelling, personalization, and smart promotion
OluKai approached its mobile app rollout with the same level of intention and orchestration as a product launch. The team activated a cross-channel campaign—email, SMS, paid social, homepage takeovers, and organic posts—to drive awareness and downloads.
A key part of their strategy was Tapcart’s Capture Kit, a free marketing tool that uses customized QR codes made for ecommerce to boost app downloads and drive in-app revenue. It includes a high-converting mobile popup that automatically detects a user’s device and links them directly to the correct app store page, making the download experience seamless and frictionless.
“CaptureKit has been one of the main reasons why we’re seeing such new adoption too… It’s one click straight to the app store.”
OluKai also layers in app-only experiences to create exclusivity and reward engagement. This includes:
- First access to new product drops
- Free expedited shipping during peak promotional windows
- Lifestyle content like Hawaiian island travel guides available only in the app
“It’s a consolidation of local recommendations of what to do on each island… Being able to only deliver that via the app has been really special,” said Nick.
The strategy blends brand storytelling with high-intent conversion opportunities—without relying on deep discounts or sitewide promotions.
THE RESULTS
Strong lift in conversion and AOV—plus unexpected gains in new customer acquisition
Initially, the team viewed the app as a retention play—a way to increase repeat purchases and loyalty among their most engaged customers. But they quickly discovered it was driving something more.
"Everybody thinks, ‘Oh, it’s just going to be more of a repeat purchase channel,’ but we’re not seeing that at all. We’re seeing a significant amount of new acquisition—downloading the app, coming in and purchasing.”
Nick Daniels, Senior Ecommerce Manager at Olukai
Customers weren’t just using the app to return—they were discovering the brand for the first time.
Key Results:
- 142% higher conversion rate in the U.S. app vs. mobile web
- 21% increase in AOV for app users
- 40%+ new customer orders coming through the app
The app has proven itself to be a core channel for OluKai—not only in delivering higher conversion and AOV, but in enabling the brand to build more dynamic and differentiated experiences for both new and returning customers.
Beyond performance, it has become a testing ground to explore new ideas, layouts, and flows that inform broader digital strategy.
"There’s a lot of stuff in the app that we’ve been trying to mirror in our pure web experience. For example, app speed—how quick it is. And with AOV, what are some little tweaks that we can make in our web experience to try to increase it over time as well."
Nick Daniels, Senior Ecommerce Manager at Olukai
Looking ahead, the team is exploring ways to extend this momentum through paid social. With strong signals in conversion and order value, they see potential to use the app as a first-touch channel for new-to-file customers—driving discovery, purchase, and long-term loyalty from the start.
It’s a strategy rooted in performance, but powered by purpose: build better experiences, create more value for customers, and grow more efficiently—without compromising the brand.
THE FUTURE
A channel built for loyalty, performance, and cultural integrity
OluKai’s mobile app isn’t a growth hack or a one-off experiment. It’s a carefully constructed extension of the brand—one that reflects its values, honors its purpose, and delivers real business results. With Tapcart, the team was able to move quickly, launch strategically, and stay true to what matters most.
"The app is an easier browsing experience. You get a very simplified navigation that is super streamlined, with all the important information right there for you.”
Nick Daniels, Senior Ecommerce Manager at Olukai
By staying committed to storytelling, customer experience, and community impact, OluKai is setting the standard for what mobile commerce can—and should—look like for purpose-driven brands.
Ready to create a high-performing mobile experience that reflects your brand’s identity and values? Let's talk about your app strategy.
