A branded commerce experience
Patagonia is a family-owned apparel and outdoor sporting goods outfitter, rooted in sustainability. As a leader in eco-friendly business models, they’ve paved the way for others to reimagine their practices with sustainability in mind.
A brand that lives its values
For Patagonia’s flagship experience, we were tasked with crafting a design solution that brought its massive product and content library to life in a simple yet insightful way. For a brand that truly lives its values, it was vital that the user experience echo that; our challenge was to create a digital shopping experience that tells a brand story at every touchpoint.
A brand hub for activism & content
Being no stranger to storytelling, Patagonia has always maintained a strong voice. Our approach was to elevate this voice and bring it to life in a clear, simple execution while striking a balance between culture, business, and the environment. One that begs consumers to consider the impact of their choices—right down to the clothes they wear. The reimagined eCommerce platform serves as a brand hub for both activism and content, through a cohesive digital style guide, UX principles, and a consistent narrative. The experience invokes human emotion and rational understanding and is entirely driven by the brand’s mission. Most importantly, it serves both function and storytelling by not only selling clothes but transforming value systems.
This project called for a deeply collaborative process—one that demanded a unique agency-client partnership. We quickly embedded the Patagonia design team into our San Diego HQ and worked in tandem from concept to completion. This set the foundation for a longstanding, successful relationship that extends beyond the traditional boundaries of agency-client servicing.
Our team spearheaded the broader user experience while closely consulting with the in-house team at Patagonia on art direction, design systems, user testing and scripting. As the project progressed, we were given an additional opportunity to own the visual and strategic redesign of Patagonia’s brand initiative, The Footprint Chronicles. In doing so, we achieved a simple, cohesive design system that complemented the larger site.
Navigation & information architecture
A new navigation system considers the full scope of the consumer journey—from initial interaction to finding exactly what they’re looking for. We transformed the experience by organising content in a clear, logical way, and integrating relevant stories when appropriate. This gives products more context while seamlessly injecting the brand voice throughout the entire journey.
The new navigation prioritises the overall design’s larger goal for product and purpose-led storytelling through a simple curation strategy. An extensive library of cultural initiatives like Patagonia Action Works, The Footprint Chronicles, and more are properly showcased for easy discovery.
To maintain the simplicity of our design, we needed a powerful filtration tool that could optimize a complex product catalog. The end result was a floating, contextually aware action button that becomes the most prominent prompt on any page. This responsive UX pattern is designed for approachability and progression and successfully helps users browse.
It was essential that this experience was personalised and always relevant to the consumer. Our goal was to ultimately guide users to the best product for their needs in one simple flow. By implementing an in-line Q&A and product comparison overlay, we were able to help customers decide which product is right for them, saving them the hassle of toggling between product detail pages. As a result, users are directly routed through the sales funnel in one seamless UX flow.
The delicate balance between purpose and product truly came to life throughout our overall content strategy for this redesign. We set out to create a central system that could not only serve as a shopping platform but a brand initiative as well. In doing so, we were able to weave Patagonia’s passion and purpose right into each product story and keep consumers engaged in the brand, even if they were just looking to shop.
Since the launch of Patagonia mobile revenues have grown by over 25%
The delicate balance between product and purpose was the driving force behind our entire design system. Focus, clarity, and simplicity became our guiding UX principles, which allowed us to help Patagonia tell compelling stories—while maintaining both emotional feeling and rational understanding. We set out to strip away any excess that did not support our larger goal of one, centralised digital experience.
Constant collaboration between Patagonia’s team and ours—both designers and developers—resulted in a refined digital style guide, with a technical solution to support it. Each element of the redesigned system, from the homepage to navigation to our new product filtering system, was built into the style guide to the highest fidelity. As the project progressed, our development team was embedded into Patagonia’s tech team to offer seamless support in building out The Footprint Chronicles and Patagonia.com. From this, we built an intuitive content model within the Salesforce Commerce Cloud, while our frontend efforts produced a highly interactive site with meticulously rendered motion to tell The Footprint Chronicle story.
The Footprint Chronicles
What started as a partnership to reimagine a digital storefront soon became a collaborative consulting engagement. Our team was asked to help revive one of Patagonia’s transparency-driven brand initiatives—The Footprint Chronicles.
This story of sustainability needed to be told in more than one place, so we developed a system that would surface it in the shopping experience. An informative card structure highlights key details about a product’s carbon footprint to educate the consumer and drive brand purpose, perspective, and conversion.
Give people pause
In an effort to shift the consumers’ mindset, we used product detail pages as an opportunity to invite a bigger brand purpose. By gently educating shoppers on how products are made and the impact it has on the planet, we’re able to give them a moment to pause and consider their habits. In doing so, we can convert product seekers into purpose-driven shoppers, while telling meaningful product stories.
An immersive story
Our goal with The Footprint Chronicles was to first build empathy with customers, then drive action. Our content strategy and component design allowed us to tell rich, dynamic stories through interactive content that allows users to explore and learn. The flexibility of this design lets us not only educate consumers about the brand mission but impacts real change in the cultural mindset.
A call to action
Our overall strategy and goal for The Footprint Chronicles culminates into one simple storytelling structure. We start with why each aspect of our mission is important—why these points need to be made and stories be told. Consumers are then given an honest explanation of where we stand in this journey to make and see change. Finally, the brand’s commitment to what’s next. Where does Patagonia progress from here and what can consumers and every brand do to play a role in this shift.
Webby Award – Fashion & Beauty 2021
Webby Award – People’s Voice Winner 2021
Beats by Dre
A new home for the Beats brand
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.
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.
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
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.
Webby Award – Site of the year 2017
Webby Award – Mobile Best Practices 2019
Creating an immersive showroom in six weeks
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.
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.
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.
An interactive, data-fuelled campaign
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.
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.
Enhancing UX with micro-interactions
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.
AWWW Honourable Award
AWWW Site of The Day
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.
Marks & Spencer
Maximising multilingual paid search campaigns
Marks & Spencer Group (M&S) is a major multinational retailer, specialising in selling clothing, homeware and luxury food products. Founded in 1884, M&S has been a stalwart presence on UK high streets for over a hundred years. Today, it operates over 1,000 stores in the UK and 428 international stores in 56 territories across the world. Its ecommerce site is present in 33 countries in 30 languages. Combined, its global revenue is over £10.5bn.
12 markets & 8 languages
Marks & Spencer wanted to grow and mature its international business through an enhanced consumer experience, smarter digital investments and better strategic decisions on market entry and expansion. Improving Paid Search was identified as a key success factor to achieve this in the overall marketing mix, and it turned to Dept to help.
The initial goal was to take full ownership across branded search, and to build and execute a scalable and complete market-specific Paid Search strategy.
Dept helped M&S take full advantage of Paid Search advertising in 12 markets and 8 languages, including Ireland, France, USA and Australia.
We first conducted initial account audits, analysed Google Search data, and leveraged explicit channel knowledge to estimate market potential. This was a crucial element in designing and prioritising the optimal approach.
Together with M&S, Dept built roadmaps and forecasts for each market, and executed the Paid Search strategy across all nominated countries.
Achieving growth with consistent optimisation
Restructuring a fragmented set-up
The first challenge Dept overcame was to move away from a fragmented and unstructured Paid Search setup where international markets where treated with a a one-size-fits-all approach.
Dept restructured the accounts based on a combination of analyses and deep channel understanding. Designing a scalable and consistent Paid Search campaign structure made it possible to implement the Paid Search initiatives at a fast pace across the 12 countries.
The optimisation journey
It’s easy to turn on a campaign, but in order to achieve growth and ongoing development, Dept works in a three pillar approach: Structure; Quality; Financial Performance.
In doing so, we follow a transparent optimisation model tailored to both the specific market needs and Marks & Spencer’s marketing calendar. Automation helps to ensure the smooth and effective execution of promotion campaigns across multiple countries and languages.
70% increase in revenue
Thanks to a structured and consistent approach and our local language and market competencies, Dept managed to realise a large share of the international potential.
During the collaboration, revenue from the Paid Search channel increased between 25% – 70% across the twelve markets.
Global e-commerce transformation
Going live with a brand new e-commerce system and a whole new design – in just five months. This challenge was one that Dept willingly accepted on behalf of fashion label GANT. We took a pragmatic approach to the issues at hand: getting the webshop live as soon as possible; continuing (a still ongoing) redesign project, and developing a new rollout. The result is a future-ready webshop that fits GANT’s contemporary character perfectly.
GANT is driven by the belief that one should ‘Never Stop Learning’. This concept created the base on which this successful clothing brand was built, ever since it was founded in 1949. Staying curious, learning more, and being open to new ideas and views; this is what it’s all about, according to GANT. It is no surprise that they express this belief in their fashion and the accompanying campaigns, in which being inclusive is the main focal point.
Despite GANT already having a powerful online presence, they wished to develop themselves further in the digital field. Up until then, they used multiple types of software, and their webshop did not portray GANT’s identity; one which they are so proud of.
Covid-19 has only increased the importance of a robust online presence; the lockdown forced physical shops to shut their doors and drove retailers to solely sell their wares online. It was time for GANT to stand out by giving the webshop a new design, whilst simultaneously ensuring the website stayed future-ready by switching to one single software system.
Responsive web design for a global player
For the launch of the new Adidas football boot models, which were worn during the 2016 European Championship, Adidas presented a prize draw campaign. Dept teamed up with Adidas to work on this project. Dept was responsible for the execution of the site across all areas – from the design and the front-end execution to the database link and the integration of social media functions. In addition to the creation of the campaign’s concept, Dept developed a microsite that includes a prize draw. In this way, the two new football boot models X / ACE 15+ Primeknit in the new Black & White Edition were put in the spotlight.
Development of microsite and prize draw campaign
The target audience for the competition concerned active (hobby) footballers. To participate, the user goes to the link http://www.adidas.de/takeyourchance#/ to register with their email address and date of birth. Then they choose which type of player they are, based on their playing techniques, position and personality. The user can select from two models: ACE 15+ Primeknit “Control everything – Rule the game” for the traditional footballer or X 15+ Primeknit “Cause chaos – Destroy order” for the explosive scorer.
In the race for new football boot models
A fully accessible solution
After successfully completing, the user can share their experience with their new friends and their football team on their social media sites at just a single click. Thus, they also animate others to play along. Of course, the campaign’s site featured a completely responsive Web design – thereby allowing users to easily participate from all stationary and mobile devices.
For the largest competition of the season, a total of 18 pairs of new X 15.1 and ACE 15.1 models were given away. Not only did the participant themselves win a new model, but their entire team did too.
Commerce to maximise international growth
Fragrance Direct is a digital retailer for fragrance and beauty, stocking over 14,000 products across 600 big-name brands, designer labels, and high street favourites. Its huge collection is influenced by the latest shopping trends and innovations, featuring international names like HUGO BOSS, Calvin Klein, Armani, Yves Saint Laurent and Marc Jacobs.
Launched in the UK in 1993, the digital marketplace was ahead of the curve. Fragrance Direct was aiming to evolve its brand offering alongside consumer demands, to keep its business at the forefront in an increasingly competitive space. With goals of offering more personalised service and achieving higher customer retention, Fragrance Direct turned to Dept to optimise its Salesforce Commerce Cloud platform.
Fragrance Direct wanted to maximise its international potential. It already had sites for the UK, Europe and the US, but they weren’t localised. Launching transcreated, country-specific websites was part of the beauty merchandiser’s digital strategy to better engage its clientele.
Dept optimised its existing Salesforce Commerce Cloud platform to create a multi-tenant cloud solution with a centrally maintained, scalable, and reliable infrastructure with a single code base. Designed for growth, it makes the process of rolling out and maintaining websites easy and efficient. Dept created a separate website for Sweden, Denmark, and France; each with territory-specific content, campaigns and payment options. In collaboration with Lingo24 translation integration, the French website was translated into its native language.
Fragrance Direct carries a wide range of beauty products to fulfil its diverse consumer needs of replenishing staples, experimenting with new labels, and gift-giving luxuries. We wanted to make shopping for products easier and more enjoyable for all types of shoppers. Personalisation was the answer to streamline the shopping experience while, at the same, ensuring it’s fun to explore and interact with.
A straightforward sitemap, image-led product listings and content hubs provided a great foundation to expand the capabilities within Salesforce Commerce Cloud through customised features. These include a subscription service enabling consumers to auto-replenish their favourite products and a Chatbot ready to answer queries throughout the customer journey.
The Fragrance Finder tool makes it super-easy to select the perfect signature scent, while gift wrap allows customers to virtually send presents from Fragrance Direct and improves the unboxing experience. Custom engraving adds an extra special touch when added to a bottle of perfume or aftershave. Dept worked with Fragrance Direct to implement and localise these services in each territory, ensuring orders are delivered to its trade partners and quality service is consistently delivered.
Fragrance Direct acknowledged payment methods were changing and the impact it was having on the younger demographics. With the immense buying power of millennials and gen z, these consumers were deemed prime target audiences. In an effort to adapt to new consumer expectations, Fragrance Direct partnered with Dept to implement a variety of payment methods appealing to all types of buyers, including:
Klarna to shop now and pay later
Klarna does not charge interest or fees for its standard payment options and has proven to be popular for online shoppers, giving consumers the option to try before they buy. We added its ‘Pay Later in 30 Days’ feature on Fragrance Direct and, following positive results, it strategically launched Klarna’s ‘Pay Later in 3 Instalments’ option ahead of the Christmas peak.
ApplePay for the rise in mobile commerce
Consumers are increasingly choosing their devices to not only browse products on-the-go but also to make purchases. ApplePay adds a layer of convenience and security. With consumers increasingly storing their card details in their mobile wallet, they are used to make purchases through the device (even if it’s just via iTunes or the App Store). They don’t need to pull out any cards or enter in their delivery details to make the purchase but simply scan their face, fingerprint or enter the passcode, making checkout an easy, seamless experience.
Increase in conversion
Increase in average order value
Optimising Fragrance Direct with its existing Salesforce Comment Cloud platform has allowed the retailer to modernise its approach to selling online, reaching new customers and building loyalty. Without the need to re-platform, the business was able to save significant costs and unleash new possibilities within the robust solution. With third-party integrations, Fragrance Direct introduced new ways for its customers to purchase products. Within three months of implementing Klarna’s ‘Pay Later in 30 Days’ feature, Fragrance Direct recorded a 4.5% increase in its conversion rate and a 7.2% increase in average order value compared to three months prior without Klarna.
Credibility and retailer reputation plays a big role in making online purchases, especially when it comes to high-end brands and luxury items. In the website design, we used official brand photos in high-resolution throughout. We also pulled in Google Customer Reviews which demonstrates a 95% positive feedback based on 65,850 previous purchases. Likewise, using Bazaarvoice, individual products have ratings and comments, instilling added confidence in the authenticity of the website.
Dept’s partnership with Fragrance Direct is ongoing. We provide website maintenance to ensure the site performs at its best and new product lines are launched. We’re underpinning the company’s growth, rolling out new territory websites, as well as seasonal and marketing campaigns to engage target audience personas based on buying behaviour and geographic trends. As commerce continues to evolve, Fragrance Direct will maintain its leading reputation through adapting to innovative uses of technology.
A cult shoe conquers the online world
With a brand awareness of over 80 percent, Birkenstock is one of the top 5 global footwear brands. Employing around 3,800 people, the traditional family business in its sixth generation is also one of the largest employers in the German footwear industry.
Until 2016, Birkenstock mainly used store-based retail to deliver their shoes to fashion-conscious consumers. To establish a professional online shop and strengthen the brand globally, Birkenstock opted for a new e-commerce platform. Dept was responsible for the conceptual and visual redesign of the online shop, its implementation and its internationalisation.
Teamwork for the trend setting sandal
Ready for internationalisation
Alongside our extensive technical consulting phase and the decision to use Salesforce Commerce Cloud as the e-commerce platform of choice, our Design and Technology team developed the concept and new look-and-feel for the international Birkenstock online shop in cooperation with the client in a co-creation process. After only three months of development and implementation, the shop went live in Austria. Other European countries, the USA and Japan soon followed, always considering their country-specific requirements. Today, the shop is available in 21 countries worldwide with a choice of 17 different languages.
User-centric brand identity & lifestyle
Responsive, attractively presented and – above all – user-friendly: Birkenstock’s new shop makes it easy for customers to discover and buy their favourite products. Thanks to inspiring content and intuitive and clear design, Birkenstock’s lifestyle factor is perfectly accentuated. No matter whether you go for Gizeh sandals in Japan or NYC.
Further features for success
Furthermore, Dept integrated the following functionalities and third-party solutions:
- Marketing automation (Salesforce Marketing Cloud)
- Store locator
- OMS-, CRM- und ERP-system (Arvato)
- PIM (InRiver)
- Influencer marketing (Olapic)
- Improved sales promotions
- Wish list for new and registered customers
In appreciation of the fast track approach, Dept received the popular Salesforce Pacetter Award 2017 for Birkenstock.
Becoming an omnichannel shoe brand
Deichmann, a family-owned company since 1913, is Europe’s largest shoe retailer. They offer the most comprehensive range of shoes for all age groups on the market. In 2018 alone, they sold over 178 million pairs of shoes worldwide. Dept teamed up with Deichmann to tackle some of their more pressing topics such as understanding their existing data better, giving their marketing tech stack a facelift and upskilling their team.
Being where their customers are
Deichmann offers a wide variety of both in-house and external shoe brands providing clients with high quality footwear at a reasonable price. With the creation of the new Deichmann Digital division, the company is committed to offering its customers exciting and seamless shopping experiences across all platforms and channels – no matter which one they choose.
Deichmann now understands their customers better than ever before
An actionable blueprint
The road towards becoming a first-class omnichannel brand began with a comprehensive Data Discovery phase conducted by Dept’s Data & Intelligence experts. This critical step consisted of interviewing key stakeholders across several departments in order to get a full understanding of specific wants and needs as well as unearthing underlying issues throughout the organisation with a focus on their digital unit. Another essential component of this phase was to analyse parts of their IT infrastructure and data sources. Once this status quo assessment was completed, we presented the company with concrete recommendations on what tools to choose, which infrastructure to build, and what organisational measures to take in order to become truly data-driven.
Building a data-driven foundation
During the Data Discovery phase, the hypothesis that Deichmann’s website tracking data was untrustworthy and not customised to their current needs was confirmed. To address this, Dept first created a Solution Design Document which mapped out the entire tracking plan for the site. Once implemented, this enabled the shoe brand to get a complete view of their website analytics making it much easier to understand how visitors are navigating their site and what content they are engaging with. However, these insights did not paint the full picture.
Creating a centralised data intelligence hub
In order to fully understand the impact of each digital marketing channel individually and holistically, Dept built a Data Intelligence Hub for the company. This best-of-breed infrastructure is comprised of three key elements: the data integration via Fivetran and custom Python code, a data warehouse for which we used Snowflake on Azure, and the visualisation tool Tableau. The Data Intelligence Hub automatically collects and stores data from each marketing-related source including, but not limited to, each individual marketing channel, internal Deichmann data and website data to name a few. By having all this centralised and modelled to Deichmann’s specifications, they are now able to streamline the flow of information throughout their digital division, automate accurate reporting and can improve their decision-making process.
Piecing the puzzle together
In order to maximise the impact of the Data Intelligence Hub and spread knowledge quickly across the organisation, we began training key employees on how to leverage the technology. Parallel to this, we assisted the brand in their recruiting endeavours by suggesting which profiles the company should seek out. This joint venture with their HR department also included interviewing key candidates and supplying role-specific assessments for interviewees making sure Deichmann was properly equipped to take full advantage of their new state-of-the-art tech stack.
With the Data Intelligence Hub at their fingertips, Deichmann understands their customers better than ever before. They now have timely access to trustworthy data which can be enhanced over time. The scalable infrastructure also makes it easy to add new data sources as Deichmann’s marketing mix evolves over time. This new-era, data-driven approach to decision making will also enable management to steer the company through its omnichannel transformation.
The next steps
As of now, our focal point is to further enrich product and customer data so that an advanced digital marketing analysis can be performed in the future; with the help of machine learning, website visitors will be categorised based on their behavioural patterns, which determines whether or not retargeting budget will be allocated to them. However, this type of Data Science use case would not have been possible without these three foundational elements:
- accurate and dependable website tracking;
- modern and scalable BI infrastructure;
- skilled employees.
With these elements in place, Deichmann is poised to thrive as much online as they currently do offline whilst cementing their position as the market leader for shoes in Europe.