Vijay Sales
Replatforming a retail institution for modern commerce
( Services )
- Commerce
- Customer Experience
- Tech & Data
Vijay Sales is a Mumbai-based retail institution with over 150 stores across India and a trusted legacy spanning more than 50 years. When changing customer expectations began demanding faster, frictionless, mobile-first shopping, the brand partnered with DEPT® to reimagine its entire digital commerce experience.
Powered by Adobe Experience Manager, Adobe Commerce, Adobe Analytics, and Adobe Target, we transformed legacy systems into a launchpad for scalable, data-driven growth—helping Vijay Sales evolve from a household retailer to a modern digital leader.
When legacy needs a leap forward
As one of India’s most established retail brands, Vijay Sales built its reputation on trust, service, and selection. But like many legacy retailers, its digital infrastructure wasn’t originally designed for the demands of modern commerce. With fragmented systems across content, inventory, and order management, both customers navigating the site and the teams managing it behind the scenes were feeling the impacts of friction.
Mobile performance was limited, personalisation capabilities weren’t yet possible, and while traffic was growing, converting that interest into seamless shopping journeys was becoming increasingly difficult.
Vijay Sales recognised it was time to evolve both visually and, more critically, architecturally. The brand needed a more scalable, unified tech foundation that would support omnichannel growth, modern customer expectations, and a faster pace of innovation.
Strategy, design & development: an Adobe-powered overhaul
To meet Vijay Sales’ goals of delivering a scalable commerce experience, we led an end-to-end transformation centered on modern architecture, experience design, and Adobe-powered commerce capabilities.
Rather than simply replatforming, the project focused on building a modular, future-ready tech stack that could evolve with the brand’s ambitions, supporting both near-term UX improvements and long-term business growth.
1. Building a flexible, unified foundation
Vijay Sales’ legacy systems, while reliable, had become fragmented and less agile over time. We replaced this with a streamlined architecture using the full Adobe suite:
Adobe Experience Manager (AEM) was deployed to deliver content via a responsive, headless CMS. This ensures faster performance, centralized content workflows, and consistent brand storytelling across devices.
Adobe Commerce became the new, built-for-scale transactional core. Integrated with AEM, it enables management of product data, cart logic, checkout, pricing, and order flows, with unified, real-time synchronization.
A robust integration layer, powered by Adobe’s CIF, a custom SHAFT orchestration layer, and Master Data Management (MDM), enables seamless syncing with Vijay Sales’ ERP, OMS, and payment systems, allowing data to flow cleanly between channels.
2. Elevating customer experience through design and data
The redesign went beyond functionality to establish a modern design language that honored Vijay Sales’ heritage while elevating it for today’s digital-first shopper. The challenge was to modernise without alienating loyal customers, ultimately creating a sleek, intuitive interface that could stand alongside the best e-commerce platforms.
Design principles & system implementation
We developed a bespoke design system rooted in clarity, trust, and ease of use, including:
Shifting typography from dense, rigid fonts to a clean sans-serif system that improves readability and reduces cognitive
Brightening the brand’s signature red for digital clarity and introducing a vibrant yellow-green as a secondary accent.
Developing new iconography featuring a custom, consistent icon set to improve scan-ability and recognition across categories and features.
Coupled with Adobe Target and Analytics, Vijay Sales can test and refine every design enhancement, ensuring design is more than aesthetic, but a driver of conversion and retention.
Information architecture
The old site overwhelmed users with too many options and poor prioritization. By introducing a progressive disclosure strategy, Vijay Sales now surfaces the most relevant information first, with deeper details revealed as needed. This simplifies navigation, reduces friction, and better matches how customers naturally browse and buy.
Stronger, smoother, smarter
Behind the scenes, we prioritised efficiency and scalability. The impacts of the transformation were immediate and measurable, both in customer experience and backend performance.
Stronger traffic, better engagement
The shift to a mobile-first design and faster site performance drove a significant increase in overall traffic. Monthly visits grew by over 35%, with returning visitors more than tripling—a clear sign that the new experience has resonated with users and encouraged repeat engagement. Enhanced search functionality and smarter navigation have led to greater usage of site tools like filters and product discovery.
Improved conversion and revenue contribution
While overall traffic surged, so did sales. Online order volume nearly doubled, and the share of revenue attributed to digital channels has seen a substantial increase, moving from a small fraction to a meaningful portion of total sales. Customers are more confident completing purchases thanks to visible offers, more transparent pricing, and a simplified checkout journey.
Mobile experience that performs
Visits from mobile devices more than doubled, reinforcing the importance of designing for small screens first. Checkout flows are smoother, PDPs include more relevant information, and faster content load times—all of which are critical elements for converting high-intent shoppers.
Operational speed and scalability
Tasks that previously took hours (e.g., syncing inventory, updating product info, or launching a promotion) can now happen in real time. Thanks to the Adobe stack and DEPT®’s integration layer, the platform now supports faster decision-making and reduced operational bottlenecks across teams.
Personalisation and testing now in play
With Adobe Target and Analytics implemented, Vijay Sales can now segment audiences and deliver tailored offers and experiences based on real user behaviour. Abandoned cart recovery has improved significantly, and recommendation-driven click-throughs are trending upward, demonstrating the power of contextual personalisation.
Tech, UI & UX fit for the future
Like any end-to-end digital transformation, this is the foundation for ongoing evolution. With the first phase complete, we continue to support the brand through a service and maintenance partnership, ensuring platform performance stays sharp and new capabilities can be rolled out efficiently.
What’s next? A roadmap packed with enhancements designed to deepen customer loyalty and expand business impact. From B2B capabilities and loyalty program integrations to advanced search, product comparison features, and AI-powered recommendations, DEPT® is honoured to continue partnering with Vijay Sales on a variety of initiatives.
By investing in a modular, Adobe-based architecture, strategic design, and a mobile-first experience, Vijay Sales has positioned itself not just to keep pace with digital commerce but to lead it. Together, DEPT® and Vijay Sales are building for what’s next.
