From Self-Service to Complex Edits: How Shady Rays Created a Complete Order Management System
Shady Rays, one of America's fastest-growing premium eyewear brands, built their reputation on selling premium polarized sunglasses at a fraction of the cost of their competitors and backing them with a Lost & Broken protection plan and ongoing outstanding customer service. When facing challenges with order modifications affecting their post-purchase experience, they needed a solution that would maintain their customer-first approach without overwhelming their support team.
"Customer Portal has seriously reduced our costs. We have happier customers, and our rep is able to serve more customers as we grow." - Brittany B., Shady Rays
The challenge: critical order changes creating support bottlenecks
As a premium polarized sunglasses and prescription eyewear retailer selling both nationally and internationally, Shady Rays sought out improvements for their order management process, particularly during peak seasons (April through August, with July being their peak):
Customers frequently needed to update incorrect shipping addresses, with approximately 80% of these issues caused by outdated Apple Pay information
Their specialized prescription orders required complex modifications that couldn't be handled through standard Shopify tools
Their team (ranging from 15-26 agents depending on season) was investing significant time processing reshipments for orders sent to wrong addresses
Before implementing Cleverific, Shady Rays had limited options despite their commitment to exceptional service. "Prior to Cleverific, we were probably canceling the orders and having the customer replace the order," explains Anne Maupin from Shady Rays. "With prescription orders especially, you're talking about a potentially $200 order that we're asking someone to cancel and wait for the money to go back into their account."
“Customer Portal has significantly reduced our reshipping costs. About 80% of address issues come from customers using Apple Pay with outdated addresses. Now they can fix these issues themselves before shipping, saving us substantial costs and improving customer satisfaction.”
The solution: putting customers in control with a complete order management system
Shady Rays implemented Cleverific's two-tiered approach to transform their order management process. While different teams leverage specific features based on their needs, the solution works as a cohesive system with self-service at its core.
Customer Portal: giving shoppers direct control over their orders
By implementing Cleverific's Customer Portal, Shady Rays put order changes directly in their customers' hands, transforming frustrating wait times into instant resolutions:
Customers now make 400-500 monthly order changes themselves without contacting support
Address corrections happen immediately before shipping, preventing costly delivery issues
Customer service email volume dropped significantly, freeing agent time for complex support
The solution specifically addresses Apple Pay information errors, which previously accounted for approximately 80% of address correction requests
"We're seeing about 400 or 500 uses of that portal, where previously these would have been customers emailing in. It takes away so many variables that could cause a horrible customer situation and made it a really great experience." - Josh P., Shady Rays
“Customer Portal has been incredible for us - we’re seeing 400-500 customer self-service edits per month that previously would have been support tickets. By letting customers update their addresses immediately, we’ve eliminated variables that could cause negative customer experiences and streamlined the entire process.”
Order Editor: specialized tools for complex prescription management
While the customer service team celebrates reduced ticket volume from self-service options, Shady Rays' optical department relies on Cleverific's Order Editor for more intricate prescription orders:
Advanced editing capabilities allow precise management of frame specifications and SKUs without cancellations
Staff can modify line-item properties to accurately capture prescription details while keeping the original order intact
The system generates precise receipts needed for customer insurance reimbursement, eliminating payment resubmission hassles
“Before Cleverific, we had to ask customers to cancel $200 prescription orders and wait for refunds before placing new orders. This caused frustration since not everyone has extra funds available. Cleverific has dramatically improved our customer experience by letting us make changes directly without cancellations.”
The results: measurable business improvements
This complete order management system delivered concrete benefits across Shady Rays' operations:
Address-related support tickets dropped significantly, reducing customer service workload
Reshipment costs and lost packages decreased substantially, improving profit margins
The system scales effectively during peak seasons (April-August), handling increased order volumes
Prescription eyewear records maintain greater accuracy, reducing fulfillment errors
Customer satisfaction improved through immediate self-service options that eliminate waiting
With routine order changes now handled automatically through customer self-service, the Shady Rays team redirects their expertise toward delivering exceptional service for more complex needs, further strengthening their reputation for premium care in the eyewear market.
A partnership built for success
"The Cleverific team is always super helpful to be able to reply back and help us out," notes Josh from Shady Rays, highlighting the value of responsive support during their busiest months when order volumes surge.
As Shady Rays continues to grow, their order management system scales with them, providing the customer-centric approach that has helped establish them as a leader in the eyewear category. Beyond their business success, the company's Shady Rays Impact program has donated over 25 million meals to fight hunger - reflecting how their commitment to service extends beyond their customers to the broader community.
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