{"id":4390668,"date":"2022-05-23T15:35:31","date_gmt":"2022-05-23T13:35:31","guid":{"rendered":"https:\/\/www.deptagency.com\/case\/building-a-modern-shopping-experience-for-ca\/"},"modified":"2025-12-08T11:00:51","modified_gmt":"2025-12-08T09:00:51","slug":"building-a-modern-shopping-experience-for-ca","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/en-in\/case\/building-a-modern-shopping-experience-for-ca\/","title":{"rendered":"Building a modern shopping experience for C&#038;A"},"content":{"rendered":"<div class=\"block-case-intro-title\">\n\t<p\tclass=\"text text-sans-128 block-case-intro-title__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >C&amp;A<\/p><p\tclass=\"text text-sans-48 block-case-intro-title__text\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Building a modern shopping experience for C&#038;A<\/p><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2022\/07\/woman-cA.jpg\"\n\t\t\t\t\talt=\"woman wearing C&amp;A dress\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div class=\"block-case-intro js-block-case-intro\">\n\t\t\t<div class=\"block-case-intro__category-container\">\n\t\t\t<p\n\t\t\t\tclass=\"block-case-intro__category-header text-sans-16\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-delay=\"0.25\"\n\t\t\t>\n\t\t\t\t(&nbsp;&nbsp;Services&nbsp;&nbsp;)\n\t\t\t<\/p>\n\n\t\t\t<ul\n\t\t\t\tclass=\"block-case-intro__category-list text-sans-14 js-block-case-intro-category-list\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-target=\"inner-items\"\n\t\t\t\tdata-animation-delay=\"0.5\"\n\t\t\t\tdata-animation-stagger=\"0.1\"\n\t\t\t>\n\t\t\t\t\t\t\t\t\t<li class=\"block-case-intro__category-item\">\n\t\t\t\t\t\tCustomer Experience\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n\t\t<\/div>\n\t\n\t<p\tclass=\"text text-sans-24 block-case-intro__text js-block-case-intro-text\"\n\tdata-animation=\"slideFade\" data-animation-target=\"paragraphs\" data-animation-delay=\"0.1\" >C&amp;A is one of the leading fashion companies in Europe, with over 1,300 stores and 25,000 employees across 18 countries.\u00a0 Every day, over 2 million customers flock to its physical stores, or visit its online site looking for high-quality fashion at low prices. C&amp;A turned to DEPT\u00ae to review and refresh its technical architecture in line with its extensive rebrand.<\/p><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2022\/05\/CA-Case-Visual-02-2.png\"\n\t\t\t\t\talt=\"C&amp;A website shots\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Flexibility and scalability \u2013 key factors in a digital world<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>The collaboration between C&amp;A and DEPT\u00ae began in mid-2020. Initially, we were tasked with maintaining and further developing the front-end of the previous online store. However, the monolithic e-commerce platform it was built upon was unfortunately restricting the retailer\u2019s digital growth. In today\u2019s digital world where user expectations, trends, technology, and broader market factors change so quickly, a flexible and scalable system is key for companies who want to act instead of react.<\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2022\/07\/ca-denim.jpg\"\n\t\t\t\t\talt=\"C&amp;A denim collection\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"copy-only\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >From a monolithic platform to a headless microservice architecture<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>C&amp;A needed a customer experience platform to act as its central digital touchpoint and support omnichannel consumer journeys to ensure a seamless shopping experience.\u00a0 The retailer had already developed an innovative architecture concept, and planned to replace its legacy platform with an edge-based, headless microservice architecture with SPA front end. Together with C&amp;A\u2019s in house teams, DEPT\u00ae:<\/p>\n<ul\n\tclass=\"list text-sans-24 block-list__list\"\n\t>\n\t<li>developed an agile product strategy and roadmap;<\/li><li>set up a cross-product design system;<\/li><li>developed new front- and backend components;<\/li><li>implemented a new, modern technical architecture.<\/li><\/ul>\n<\/div>\n\t\n\t<\/div>\n\n<div class=\"video video__type--local block-video__video\">\n\t<div\n\t\tclass=\"video__player block-video__video plyr__video-embed js-video-player\"\n\t\tdata-provider=\"local\"\n\t\tdata-ratio=\"sixteen-nine\"\n\t\tdata-autoplay=\"false\"\n\t\tdata-loop=\"false\"\n\t\tdata-muted=\"false\"\n\t\tdata-background-mode=\"false\"\n\t\tdata-auto-pause=\"true\"\n\t\tdata-controls=\"progress,play,forward,rewind\">\n\n\t\t\t\t\t<video\n\t\t\t\tclass=\"video__ratio--sixteen-nine\"\n\t\t\t\t>\n\t\t\t\t<source src=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2022\/05\/CA-Case-Visual-04-1.mp4\" type=\"video\/mp4\" \/>\n\t\t\t<\/video>\n\t\t\t<\/div>\n\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Product strategy and roadmap<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>To effectively pursue the goals of C&amp;A&#8217;s digital strategy, as well as the overarching business and brand strategy, DEPT\u00ae worked with C&amp;A&#8217;s Product and UX team to develop a medium-term, agile product strategy for the new online store.<br><br><meta charset=\"utf-8\"><\/meta>We first developed data-based customer value propositions for the target groups of the online store.\u00a0 We mapped out an ambitious Webshop Vision Statement 2024 as a landmark for the product team. Together with C&amp;A, we set strategic milestones and defined associated key results, to ensure the online store\u2019s success is continuously measured and can be made visible to key stakeholders at any time.<br><br>To bring the online store strategy to life, we set up an agile workflow that leads directly to a dynamic, strategic product discovery and roadmap. Since expectations and impulses around digital products change at lightning speed, the online store will be strategically reviewed in regular alignments in the future.<\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2022\/07\/group-in-ca-denim.jpg\"\n\t\t\t\t\talt=\"Group of model wearing the C&amp;A denim collection\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2022\/05\/CA-Case-Visual-06-2.png\"\n\t\t\t\t\talt=\"C&amp;A mobile website\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Collaboration and process<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>From the very beginning, DEPT\u00ae established a broad collaboration with various stakeholders at C&amp;A &#8211; from brand and marketing teams to IT and research units. This was an important basis for the success of the project, as it enabled a common understanding of how brand purpose and brand value propositions could be translated into the digital realm. Possible solutions based on consumer insights were developed with the help of collaborative ideation and co-creation sessions, and the results were tested using interactive prototypes. In order to routinely generate ideas for new functions and services in the future, the collaboration between the C&amp;A user research team and the product managers was integrated and intensified &#8211; a new power force that will not only further develop the online store in a user-centric manner but also make it more innovative.<\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2022\/05\/CA-Case-Visual-07.png\"\n\t\t\t\t\talt=\"C&amp;A sport collection\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Architecture and technology<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>The technical solution conceived by C&amp;A was further elaborated and implemented together with DEPT\u00ae to create a microservice approach. This scalable and flexible infrastructure enables optimal time-to-market performance, and enables personalised offers, content, and services to be delivered to the users. At the same time, the solution can grow seamlessly with future requirements.<br><br>Due to the complexity of the project and the associated complete renewal of the architecture, the development of the new online store was divided into several stages. Stage 1 included the redevelopment of the store frontend for the customer journey up to the shopping cart, as well as the introduction of a new backend. Both components are hosted &#8220;on the edge&#8221; on a high-performance and scalable serverless infrastructure from <a href=\"https:\/\/www.cloudflare.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Cloudflare<\/a>. The generation and delivery of content to users is done via a worldwide CDN (Content Delivery Network), with thousands of nodes.<br><br>A new, modern headless CMS became the central tool for content maintenance across multiple channels such as the online store and the C&amp;A app. Because the backend and commerce engine remained unchanged in Stage 1, interfaces to the legacy system based on GraphQL were developed in collaboration with software company <a href=\"https:\/\/www.novomind.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">novomind<\/a>. This enables the parallel operation of old and new technology, and conducts ongoing A\/B tests for 10% of the users. The connection of these APIs and all other third party systems like Reco-Engine, PIM, etc, takes place via a newly developed gateway, which provides the data in a consolidated form to the frontend; a modern and server-side rendered single page application based on React.<\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2022\/05\/CA-Case-Visual-08-3.png\"\n\t\t\t\t\talt=\"C&amp;A website showcasing different sections of the website\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Product design, user experience and content<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>The entire user journey through to checkout was redesigned. A comprehensive set of content modules provides space for engaging, inspiring content that embodies freshness and modernity. Large-scale images and strong portraits combined with close-ups create an emotional connection, while striking typography succinctly brings user-relevant content to the point.<br><br>The header is now cleaner and clearer; there is a new navigation concept for the mobile and the desktop versions. New and more balanced product listings provide a better overview and support the user to make an informed buying decision.<br><br>Easy-to-understand labels and a focus on sustainability communicate the brand promise and good value for money. A user-friendly filter gives customers the most important options directly at their fingertips. The products on the details page now have a new arrangement, with a clearer buy box and integrated size advice, helping to underline the modern look and feel of the new platform.<\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2022\/05\/CA-Case-Visual-09.png\"\n\t\t\t\t\talt=\"C&amp;A creative side of website, that allow you to personalise your items\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<blockquote class=\"block-case-quote\" data-animation-timeline>\n\t<span class=\"text-sans-20-24\" data-animation=\"fade\" data-timeline-item=\"1\">\u201c<\/span>\n\t<p\tclass=\"text text-sans-24 block-case-quote__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" data-timeline-item=\"2\" data-timeline-at=\"&lt;\" >Together with DEPT\u00ae, the strong partner at our side, we have built a state-of-the-art webshop. The new platform fulfils the wishes of our customers, reflects the modernity of our brand and forms the basis for our ambitious growth targets.<\/p>\t<br \/>\n\t<span class=\"text-sans-20-24\" data-animation=\"fade\" data-timeline-item=\"3\" data-timeline-at=\"-0.5\">\u201d<\/span>\n\n\t<p\tclass=\"text text-sans-16 block-case-quote__text\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" data-animation-stagger=\"0.015\" data-timeline-item=\"4\" data-timeline-at=\"-0.5\" >Ulrike Otto, Head of Digital Experience, C&amp;A<\/p><\/blockquote>","protected":false},"excerpt":{"rendered":"C&#038;A turned to DEPT\u00ae to review and refresh its technical architecture in line with its extensive rebrand.","protected":false},"author":40,"featured_media":4390672,"template":"","meta":{"_acf_changed":false,"es_utils_meta_schema":"","member_job_title":"","member_linkedin_url":"","dept_alt_featured_image":[],"dept_algolia_noindex":false,"dept_algolia_featured":false,"dept_accent_color":"#1027EF","dept_next_case_accent_color":"","dept_case_video":{"type":"local"},"footnotes":""},"client":[39524],"case-category":[42926],"award":[],"case-industry":[42932],"person":[963],"class_list":["post-4390668","case","type-case","status-publish","has-post-thumbnail","hentry"],"acf":{"dept_is_3q_page":false,"dept_current_cpt_partner":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.3 - 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