GANNI

Creating an immersive showroom in six weeks

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Four times a year, the Scandinavian cult brand GANNI would travel to Paris, London and New York for sales appointments. Their Pre Spring 21 collection was scheduled to be sold to buyers in May 2020. However, COVID-19 disrupted the company’s plans, forcing them to quickly re-imagine the way that they connected with their B2B buyers and presented their newest collection. Together with MOON agency, GANNI turned to Dept to help them create a unique and immersive digital showroom experience. The result? A retro microsite that emulates a Windows 98 desktop that featured a personalised playlist, a lookbook that combines both video and still elements, campaign imagery as well as private folders and dress-up dolls, all of this built in just six weeks.

Changing how GANNI interacts with its buyers

From its striped sweaters to banana and cherry print T-shirts, GANNI, the Scandinavian street-style brand has been making waves across the fashion industry as it grew to become a designer label which every follow-worthy Instagrammer was wearing. In a world that stays at home, the brand needed to reinvent how it connected with its B2B buyers by embracing a digital-only approach. Thanks to our previous collaboration together during which our team of experts redesigned the brand’s website in six week’s time, GANNI asked us to help them design and build a lookbook and digital showroom for their wholesale buyers together with MOON.


We created a unique and immersive digital showroom experience

Transforming GANNI’S creative director’s computer into a showroom

Although the aim was to present the brand’s newest collection to their B2B buyers, we wanted to take it a step further and create an immersive experience which incorporates some playful elements that reflect GANNI’s brand personality and make the user smile. Therefore, together with GANNI and MOON, we came up with the idea of recreating Ditte’s, GANNI’s Creative Director, desktop and transform it into an immersive digital showroom experience.

The core of the showroom experience was the lookbook which enabled buyers to have a 360-degree view of each style. Each selected product would prompt multiple pop-ups of both photos and videos that zoom in and out to demonstrate the fit, shape and texture of the garment. To keep the navigation process simple and intuitive, users could use the arrows on their keyboard to flip through the various product offerings and press “escape” to close all of the open windows. Making it easy to navigate through the brand’s various product offerings in a surprising and engaging way.

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Taking the showroom beyond a simple lookbook

However, beyond the lookbook folder which showcased the newest styles in addition to styling suggestions and behind-the-scenes images from the photoshoot, Ditte’s desktop also included a virtual fitting room feature which prompted users to take a photo of themselves and play dress up with a few signature styles from the collection. Once the look was finalised, users could save and download their creations. This enabled buyers to visualise and style each item to their liking from the comfort of their homes.

Setting the mood

Lastly, we included a few small but fun digital components to set the mood for buyers around the world. So from a music player which played layback and lively music to a folder which opened the hampsterdance GIF and song as a fun 90’s reference; and a “private” folder with a personal letter from Ditte introducing this year’s collection and images showing the making of the collection, our team incorporated these elements to ensure this felt like an experience rather than just business.

Crafting a microsite using Netlify and Contentful

Our team of experts had six weeks to build and code a digital showroom for GANNI. Given this tight timeframe, we opted to use a customisable blank slate Netlify CMS which enabled fast and flexible development via a friendly user interface. Meaning we were able to deploy it quickly and GANNI employees could also easily work with it. In addition, we used Contentful for media hosting purposes. This enabled us to construct a small-scale coherent self-contained application.

GAN SWITCHING

Building the future of wholesale

In six weeks time, together with GANNI and MOON, we created and built a digital showroom that enabled 600 buyers to discover a more personal side to the fashion brand, browse the newest collection and save any items they wish to buy.

Nicolaj Reffstrup, GANNI’s founder comments “As COVID-19 hit, we realised that we had to radically rethink our approach to B2B sales. However, we needed to ensure that the project was 100% on-brand, totally immersive, digitally savvy and added value to our partners. We also wanted to combine the digital experience with playful and physical elements such as a handmade wine glass or a curated notebook with fabric swatches, creating tactility. The result was a completely tailored digital platform with an interesting brand narrative and content that was multi-layer. We were able to offer a high level of service to our wholesale partners as well as creating something that felt super personal in the shape of Ditte’s actual desktop.”

However, we’re just getting started. We are currently working on elevating the original concept by enabling e-commerce features in addition to adding more playfulness. As the world becomes more and more digital, GANNI is future-proofing its brand by catering to all of its customers in a digital manner.

Questions?

Jonas Therkildsen

Managing Director

Jonas Roland Therkildsen

JYSK

A Google search marketing strategy for twenty countries

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JYSK is an iconic Danish retail chain which sells “everything for the home”. The brand was founded in 1979 and though the owner had big dreams, he never expected his business to grow so fast. What started off as one store in Denmark has transformed into more than 2,800 stores in 52 countries worldwide. Given this rapid development, the company needed help in devising a Google Search marketing strategy and turned to Dept for help.

Improving digital communications via Google

Nowadays, numerous shoppers get inspired and informed via digital brand communications. JYSK wanted to become a digital leader in this domain. However, it can be difficult for bigger well-known brands operating internationally, like JYSK, to establish consistent and measurable effects from their online marketing investments, such as Google Search. Thus, together we created a strategy for the company’s Google Search marketing that is managed from one central location and with predictive forecasting. This gives the brand the right tools to decide where to focus their budget and resources to maximise their return.

A Google Search strategy that is transparent and enables predictive forecasting

Optimising based on one global strategy

Given this large and intricate undertaking, it was clear that any set-up our team put in place would have to embrace complexity but at the same time be action-oriented and automate processes whenever possible. So, the first step to an action-oriented set-up was to design a solid Google Ads account structure which would deliver a strong data foundation enabling the company to make decisions based on these insights. Thus, we created unity across the different countries and categories by aligning the company’s Google Search strategy globally and by working with one native specialist per market. 

We proceeded by segmenting the company’s shopping campaigns and expanded the number of keywords used per market, ensuring JYSK’s ads performed better. We also automated the company’s Google Text and Shopping ads to make this process more efficient. Additionally, we put in place a third-party tool called DataFeedWatch to continuously optimise and improve the content of JYSK’s product feeds in order to improve the brand’s Google Shopping performance. This means numerous attributes, such as titles, were enriched by adding synonyms to individual product types. Several different scripts were also implemented which constantly check for anomalies or broken URLs since twenty accounts are almost impossible to monitor manually. Lastly, our specialists combed through the company’s existing setup and fixed any incorrect settings and added missing extensions.

By optimising the company’s campaigns, we created a complex set of high-quality data which algorithms can use to optimise their marketing budget. Our team was able to do this by analysing the full customer journey and using attribution to shift the budget to areas which yield a higher return on investment. We also leveraged bid management to avoid budget limitations.

33%

ROAS growth

99%

Revenue increase

72%

Growth from Google to store

From gut feeling to facts

With a large digital media investment across twenty markets, JYSK and Dept observed big results thanks to new data, specialist and country-focused execution of search marketing. The brand can now easily see the effects of their Google marketing efforts enabling them to focus their budget and resources to maximise their return:

  • Their ROAS grew by 33%.
  • While revenue increased by 99%. 
  • Google Paid Search tracked to store visits (where measurable) grew by 72%
  • Omnichannel ROI grew by 41%
  • This digital strategy drives 58% of the total growth of JYSK, with online sales crossing a massive milestone of one billion Danish Krones in the latest financial year. 

Armed with knowledge and digital marketing tools which unites twenty countries, JYSK is able to accelerate its business. 

Questions?

Kristoffer1x1 scaled

Data & Intelligence Director

Kristoffer Hald

Microsoft

Tapping into the psyche of Xbox gamers

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Dept teamed up with Microsoft Ireland on their social strategies and campaigns for Xbox Ireland, Surface, Office 365, and HR. Microsoft Ireland approached us initially looking for support in running their Xbox Ireland social media channels. The channels were facing a lot of challenges including a disengaged audience and no local context. So for this challenge we were asked to tap into Ireland’s unique gaming culture and to bring an Irish flavour to their channels.

Falling in love again

The Irish are passionate about gaming, however they had fallen out of love with Xbox Ireland’s Facebook page. Through a considered mix of localised and original content, targeted giveaways, and effective media campaigns we explored their loves, likes, and hates. Then, by tapping into their psyche, we were able to deliver a consistent and creative content schedule that continued to deliver engaging results.

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Our strategy reinvigorated Xbox Ireland’s presence and reputation on social media

42.7%

increase in followers

212k

engagements

19.8m

impressions

Getting the message out

Our content team at Dept work closely with Xbox’s EMEA team to ensure we are hitting all the right notes for Xbox news, releases and updates. Then we add the secret sauce of locally produced content to connect with our Irish based fans. From posting As Gaeilge, to capturing local events, filming our own gaming mishaps, and of course celebrating days like St Patrick’s Day we are well placed to ensure our fans get a thousand welcomes. We also produced a mini-campaign of All-Ireland 2017 inspired Xbox Design Lab controllers content to marry our fans passion for local GAA clubs and Xbox.

It’s essential to get the message out there and build interest. That’s why we support Xbox’s in-store and retailer activities with targeted social and PPC campaigns. By defining each retailer’s specific audience and interests we can tailor our message to generate great results.

We negotiated the murky world of influencers to pinpoint and recommend a number of Irish gamers to Xbox. Getting the right people is essential and if you are lucky enough to do so you will get content and enthusiasm that can’t be beaten.

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Results

A mixture of strategy and in-depth analysis resulted in an 42.7% increase in followers and 212.9k engagements in total on Twitter last year. Facebook saw almost 40k Irish Facebook users engaged, 19.8m impressions (13.1m generated without any paid media) and 148k engagements.

Questions?

Mark Wright

Technical Director

Mark Wright

Sony PlayStation

A platform for the game-changers

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Sony PlayStation revolutionised the gaming world with groundbreaking entertainment, revolutionary graphics and gameplay. It delivers unbelievable experiences and incredible adventures allowing players to delve into new worlds with access to whole universes in the palm of their hands. With a growing network of 80-million active users, Sony PlayStation is celebrated for its innovative products and services. Sony turned to Dept with the vision of allowing its global audience from all corners of the world to purchase their official merchandise.

E-Commerce Enterprise

Through integrating the range of digital expertise within Dept, the PlayStation Gear merchandising platform was born and released throughout Europe. CentreSoft, the UK’s leading multi-format specialist distributor of video games, contracted Dept for the project on behalf of Sony. Dept strategists analysed the logistics of the retail venture, whilst our creative and technical craftsmen designed and built a bespoke e-commerce platform that boasts a truly interactive online shopping experience. The marketing team optimises the website, ensuring optimal performance and search visibility for the brand new domain. Launch campaigns were executed to introduce the storefront, engage with target audiences and increase traffic. 

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Merging gameplay with online shopping

The Approach

Taking UX to the next level

Code for international conquest

Immersive design

The Result

Collaborating with Sony PlayStation to design, build, and launch a new multilingual e-commerce storefront throughout Europe was a massive achievement for Dept. The entire build from wireframes and planning, through to coding and tactical implementation took less than 6 months to complete, as the project was expedited in order to be live for the world’s largest gaming conference, E3 Electronic Entertainment Expo, and to partake in Sony PlayStation’s annual ‘Days of Play’ campaign. The initial release of PlayStation Gear was highly successful and laid a solid foundation for continued growth.

High search visibility

Prior to launch, as a brand new domain, playstation-gear.com had no visibility on search engines. Using a range of tools to monitor site performance, conduct behavioural analyses and optimise accordingly, the website is now approaching 3 million sessions. Over 650, 000 sessions are from organic search and almost 500, 000 are from paid search, as a result of executing organic and paid campaigns; the channels work in tandem, ensuring PlayStation Gear is positioned in a prime position within the search engines.

Organic search reach

PlayStation Gear has grown in organic visibility for a range of brand, product and generic search queries since its launch. Each version of the multilingual platform appeared in over 2k core search queries which were instrumental in driving traffic and conversions. With over 650 root domains link to the website providing 76k+ backlinks, organic visibility is continuing to grow. In a single month alone, organic search has driven 82k sessions to the site.

Since launching in May 2017, PlayStation Gear has won multiple awards and is continuously praised in the gaming-community and over social media. Working in an agile way, under such a tight deadline, has strengthened Dept’s relationship with Sony and has led to a long-term partnership.

Experience the website

Questions?

Jake Welsh

Executive Creative Director

Jake Welsh

Bugaboo

Strolling into new ground

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A platform migration, a new design, the implementation of a brand new content management system, all in just four months. This was the challenge Dept took on for the Dutch-based pushchair innovator Bugaboo. Through intensive collaboration, smart solutions, extensive knowledge of Salesforce Commerce Cloud and groundbreaking innovation, Bugaboo.com is now live. A future-proof, contemporary webshop.

Four months to launch a website in 26 countries

Bugaboo

Worldwide Rollout

In June 2019, Dept started the migration of Bugaboo’s webshop to Salesforce Commerce Cloud. Since they have a global active webshop, their site could not be offline even for a minute. Additionally, the launch had to be accompanied by a global rollout in 26 countries to ensure that everyone’s child, no matter where they are in the world, can be transported in a cool, comfortable and customised fashion.

To ensure the short time to market and migration was possible, our team found a way between Bugaboo’s ambitions and those of the designers and developers involved, implementing new Salesforce Commerce Cloud technology, and meeting the hard deadline of Black Friday. Fortunately, unique features such as the brand new Page Designer tool, Livewords and customisation tools made the project a success. Since the brand offers a unique product that is configurable, this aspect also required customisation. For example, we developed a configurator with which a pushchair can be compiled by the customer.

The Approach

The simplicity of page designer

Development with Dept SFRA

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The migration of their website and launch of Bugaboo.com is just the beginning of the partnership between Bugaboo and Dept. In the near future, we will be working on implementing interactive 3D models, optimising Livewords and Page Designer, and implementing new features such as being able to share made configurations. With these ambitions and plans, Bugaboo will continue to be a big player in the field of e-commerce in the coming years.

Experience the website

Questions?

Danijel Bonacic 1

Strategy Director

Danijel Bonacic

Beats by Dre

A new home for the Beats brand

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The Beats by Dre brand is a multibillion-dollar company that owns over 70% of the market. An icon at the center of pop culture, its stamp on music and sports was cemented by legendary founders Dr. Dre and Jimmy Iovine. After changing hands through an Apple acquisition, Beats approached us to help pivot the brand in a different direction with a new digital flagship focused on building the brand while improving conversion and click-through rates.

Centered around the idea of moving at the speed of culture, the new .com acts as a channel where brand inspiration, product information, and the Beats community come together. Storytelling lives at the service of product, and product is brought to life through more in-depth information and cultural context. Editorial content, brand campaigns, and product stories are now connected in a manner that encourages the audience to lose themselves in what they love.

Experience design

The purpose of the digital experience was two-fold: to bring the emotion of the brand forward while emphasizing product benefits. Beyond a standard eCommerce platform, we helped build a destination for all things Beats.

Optimising for users and form factors – With a core audience ranging from 16 to 24 years old, the eCommerce experience is designed for thumb-first interaction. The navigational structure is adaptable across mobile, tablet, and desktop, ensuring we’re serving users of all behaviors and device types.

Through a research-proven approach, the experience works, looks, and feels like an app.

A digital-first design language and content strategy.

The new creative direction is distinctively Beats: bold, streamlined, and beautiful. The design system embraces minimalism and is modular in structure to create consistency and improve flexibility.

Product pages highlight unique stories and features through lifestyle photography and video, establishing strong art direction standards in the process.

A content hub to explore the Beats brand.

Social media has made relevance and engagement essential components of the user experience. Taking cues from popular channels like Instagram, Pinterest, and Snapchat, a centralized location for original Beats content allows users to jump in and out during the browsing experience.

The content tags relevant products to spark consideration and desire.

Through a research-proven approach, the experience works, looks, and feels like an app.

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Interactive and modular styling for seamless updates.

We teamed up with Beats’ digital, brand, marketing, and technology teams to establish a system of site components that is easy to use and flexible enough for new campaigns, trends, and product updates.

Our digital experience manager allows each region to build out its own front end, while the style guide instructs internal teams how to use, interact with, and manipulate site components and code to tell timely stories.

To create consistency and expedite time to market, we created an interactive style guide that outlines design considerations and standards alongside code snippets to help engineering teams easily integrate across digital platforms.

Building upon the style guide, we engineered a custom page builder and prototyping system that enables the various departments at Beats to collaborate and test approaches.

The tool pulls together site-wide components and enables the client team to add and remove various experience patterns with ease. They can also save and share layouts as well as export functional code for deployment on Adobe Experience Manage

Technology solutions

To grow their businesses and adapt to the changing cultural landscape, brands must rely on technical innovation. Likewise, the Beats brand needed a platform that was scalable, efficient, and frictionless.

To execute on its long-term vision, the Beats team needed best-in-class content creation tools and a modular system of components. Adobe Experience Manager provides enterprise-level media and content management, which allows the client team to focus on the messaging and user journey rather than scalability.

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Experience the website

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Webby Award – Site of the year 2017

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Webby Award – Mobile Best Practices 2019

Questions?

Kristin Cronin

Head of Marketing US

Kristin Cronin

Lyst

Discover your fashion DNA

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Lyst
is one of the most celebrated breakthrough stories in fashion retail. Established in 2010 from a small shed in London. Lyst emerged to become the largest global fashion search platform, bringing together 5 million products from 12,000 of the world’s leading brands and retailers, all in one place. Lyst continues to innovate e-commerce with a curated customer experience and partnered with a Dept to conceptualise their latest campaign. Fulled by data and brought forward with award-winning creativity, an interactive quiz encouraging users to ‘Discover your Fashion DNA’ was launched.

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Using data to fuel creativity

Dept took a strategic, data-led approach towards developing the campaign concept. The structure and narrative of the quiz were cleverly designed to compel users, prevent drop-offs and encourage social sharing. 

Using relatable, scenario-led questions in a quiz format, Lyst was able to effectively gather lifestyle-oriented data to generate a better understanding of its users, based on their preferences. As this information was gathered, it was directly linked into

Lyst’s existing database of website analytics, paths to purchase, onsite user journeys, and favourited products or categories. Adding this new data and filtering results into categories enables Lyst to formulate well-rounded user personas to frame future marketing campaigns with highly personalised touchpoints.

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Enhancing UX with micro-interactions

Experience at the forefront

Micro-interactions

Interactive UI

Simplistic design principles

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Innovative technical workarounds

Dept worked in collaboration with the client throughout the project in an agile way; being reactive to budget and timing changes, as well as iteratively releasing demos and digital modules as they were being developed. With this partnership, creative assets were produced in-line with Lyst’s tone of voice, and points of sign-off were streamlined, allowing the team to continuously progress. 

It was important for a  timely launch of the campaign, which required a technical workaround to maintain the original creative concept. It would have been best practise to build each animation in code however, time constraints meant that we  used an alternative method involving video that worked just as well. 

Upon completing a question, a video is triggered to play for the duration of the timing gap leading into the next page. On mobile, videos were swapped for GIFs. The end result was a seamless transition, demonstrating how Dept’s dynamic teams of design, motion and code experts can release digital products, to brief, when the pressure is high and time is of the essence.

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AWWW Honourable Award

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AWWW Site of The Day

The results

Dept created a highly engaging campaign for Lyst that recognises the differences between countries and people, celebrating the individuality of nations and people alike.

The quiz indulges users in an interactive experience that eventually gives them insight into how their lifestyle preferences position them on a global scale; a fair value exchange for Lyst to gather user data. 

Launched in March 2020, The ‘Discover Your Fashion DNA’ campaign was translated in 8 languages. There are over 200 possible clothing items that are displayed on the results page and many, many more found within the quiz.

Questions?

Jonas Therkildsen

Managing Director

Jonas Roland Therkildsen

PAUL HEWITT

From start-up to international player

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Timeless chic meets North-German way of life. With its minimalist and maritime-influenced collection of watches and accessories, PAUL HEWITT has quickly become an established player on the market.

Get ready to conquer the world

PAUL HEWITT products can be found in more than 3,000 stores around the world today. This international growth was also the driving force behind the search for a new system for the online shop. Dept’s task was to develop an international B2C and B2B e-commerce platform that would set the online shop up for the future and meet the challenges of rapid growth, particularly in the B2B business.


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Good ideas sometimes flourish faster than expected

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It’s good to be able to respond to these quickly and flexibly: with the right B2B and B2C platforms. Parallel to re-platforming to the Shopware Enterprise Edition, we have developed an independent front end for the B2B sector and extended it to include features such as a list-purchasing function.

Individual configuration and social commerce

And because PAUL HEWITT is not just about perfect technology, but also about optimal usability and the user experience, we have not only radically overhauled the shop design, but we have also developed a watch configuration tool with which customers can easily and playfully create their dream PAUL HEWITT watch.

The Instagram shop Squarelovin was firmly implemented into the site to make the user-generated content of PAUL HEWITT’S huge social media fan base visible in real time.


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25%

conversion rate increase

26

online stores across the globe

Outcomes

  • B2C and B2B shop
  • Responsive design
  • Simple and intuitive operation on all end devices
  • Increase in the conversion rate by up to 25% on all end devices
  • 26 subshops and shops in different countries
  • 600 products (without variants)
  • Integration of an Instagram shop with Squarelovin

Questions?

Jan Gutkuhn Dept 01 1 e1627475039685

Managing Director

Jan Gutkuhn

Stokke

Setting a new online standard

Stokke Retail in asia

The ingenious Tripp Trapp high chair by Stokke – popular with parents and children alike. The Norwegian cult brand is pursuing its goal of becoming the global market leader in high-quality children’s furniture and prams. In order to get closer to achieving this vision, Stokke commissioned Dept to redesign its online shop and at the same time link it to their brand stores in London & Sindelfingen.

Stokke relaunches its new online shop

Stokke, once again, chose the Salesforce Commerce Cloud as its e-commerce platform. In order to increase online sales, Dept optimised the technical performance of the shop and modernised its design. Existing features – such as the product configuration tool or the store locator – have been migrated to the new platform and perfected. The new shop underwent a staggered launch in the UK, the USA, EMEA, various APAC countries and Russia.

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Online and physical brand presence are unbeatable when combined

Endless aisle solution in the brand store

With the Brand Stores, Stokke is setting the stage for a unique brand experience and creating the perfect symbiosis of a minimalist, modern design and a natural, Nordic ambience. In line with its strategy of using the store as a digital sales channel, Stokke decided to enable shopping without a point of sale whilst creating a seamless cross-channel shopping experience. In order to ensure this, Dept linked the physical store with the online shop by integrating the ‘Endless Aisle’ tablet application into the Stokke Salesforce Commerce Cloud environment.

This app extends the performance of the Salesforce Commerce Cloud to the local store. By using tablets, Stokke can offer its customers the full range of products – both online and in-store. If the customer chooses a product in-store, the purchase is completed cashlessly via the app using a credit card and the product can either be taken immediately or delivered to the customer’s home (or to another preferred address).

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Benefits

  • A wider range of products in-store.
  • Payments can be processed anywhere within the store.
  • Long queues are a thing of the past.
  • Home delivery.

Dept was responsible for the entire project management and implementation. Our partner XCEPTANCE was responsible for test planning and implementation.

Questions?

Dennis Alperstedt

Technical Director

Dennis Alperstedt

Playmobil

An online world that enchants adults and children alike

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The world of Playmobil makes children’s hearts beat faster, whilst at the same time offering premium quality. It is therefore only logical that the toy manufacturer also places special emphasis on outstanding customer service and an efficient sales channel online. Oracle’s versatile customer experience solution (Service Cloud) and Salesforce’s highly scalable e-commerce platform (Commerce Cloud) fully met these requirements and that is why Dept implemented both technologies into Playmobil’s systems.

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Playmobil as a pioneer of the online market

In 2006, the toy manufacturer was one of the first companies in Germany to use a cloud-based e-commerce solution and chose Salesforce Commerce Cloud as its shopping platform. Today – more than a decade after the launch of the website – Playmobil decided to reform the existing shop and again commissioned Dept to make all of the shop adjustments.

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User friendliness is a top priority

As Playmobil wanted to meet the growing demands of its customers and their increasingly mobile use of the internet, its main priority was to optimise user-friendliness and thus provide a responsive website. Dept, therefore, developed the entire online shop in responsive web design. Since the relaunch, customers are now also automatically forwarded to the right shop in their country, registered buyers are guided quickly and conveniently through the purchase process via the “Quick Checkout” and the search function “search as you type” has been optimised.

Bringing it all together

Brand experience

Customer service

Service cloud modules

Questions?

Jan Gutkuhn Dept 01 1 e1627475039685

Managing Director

Jan Gutkuhn

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