{"id":4251838,"date":"2024-02-05T18:22:33","date_gmt":"2024-02-05T16:22:33","guid":{"rendered":"https:\/\/www.deptagency.com\/case\/revitalising-rotate-a-bold-e-commerce-re-platforming-journey\/"},"modified":"2025-07-09T14:15:09","modified_gmt":"2025-07-09T12:15:09","slug":"revitalising-rotate-a-bold-e-commerce-re-platforming-journey","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/en-nl\/case\/revitalising-rotate-a-bold-e-commerce-re-platforming-journey\/","title":{"rendered":"Revitalising ROTATE: A bold e-commerce re-platforming journey"},"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\" >Birger Christensen Collective<\/p><p\tclass=\"text text-sans-48 block-case-intro-title__text\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Revitalising ROTATE: A bold e-commerce re-platforming journey<\/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<div\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\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"js-block-assets-and-copy-video\"\n\t\t\t\t\t\t\tdata-plyr-provider=\"vimeo\"\n\t\t\t\t\t\t\tdata-plyr-embed-id=\"892548672\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\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\tCommerce\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\" >In the ever-evolving fashion world, ROTATE, a vibrant brand under the umbrella of Birger Christensen Collective (BCC), embarked on a digital transformation journey.\u00a0<br><br>Recognising the need for innovation in a rapidly changing industry, ROTATE Birger Christensen partnered with DEPT\u00ae to redefine its online identity with a dynamic <a href=\"https:\/\/www.deptagency.com\/en-nl\/industry\/commerce\/\">commerce solution<\/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\/2023\/12\/spot2.jpg\"\n\t\t\t\t\talt=\"Fashion e-commerce collage for ROTATE featuring bold visuals, pink slip dress, and themed collections.\"\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\" >From stale to stylish<\/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>ROTATE Birger Christensen&#8217;s digital transformation wasn&#8217;t just a facelift but a complete shift in the brand&#8217;s digital landscape. Facing challenges with outdated hard-coded components,\u00a0ROTATE Birger Christensen struggled to create a seamless online experience, hindering its ability to connect with its global audience.<\/p><\/div>\n\t\t\t\t\t<div\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\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"js-block-assets-and-copy-video\"\n\t\t\t\t\t\t\tdata-plyr-provider=\"vimeo\"\n\t\t\t\t\t\t\tdata-plyr-embed-id=\"892555101\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\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 is key<\/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 journey began with an in-depth CRO and technical\/platform audits of ROTATE Birger Christensen Birger Christensen&#8217;s existing digital ecosystem. Key insights from the CRO review included:<\/p>\n<ul\n\tclass=\"list text-sans-24 block-list__list\"\n\t>\n\t<li><strong>Optimising the homepage structure:<\/strong> Recognising that users tend to only scroll a little on the homepage, we optimised the structure to help them quickly discover desired content.<\/li><li><strong>Amplifying top banners:<\/strong> We emphasised the significance of language and currency banners, aiming to maximise their impact on user engagement.<\/li><li><strong>Fine-tuning search functions:<\/strong> A crucial step in boosting overall conversion rates involved prioritising and optimising search functions.<\/li><li><strong>Addressing filter glitches on the product listing page (PLP): <\/strong>Mobile filters were not functioning properly compared to desktop filters. Our solution involved removing infinite scrolls and relocating out-of-stock products to the bottom, ensuring a seamless user experience.<\/li><li><strong>Elevating product detail pages (PDPs) for enhanced add-to-cart (ATC) rates: <\/strong>By addressing missing Unique Selling Propositions (USPs) on PDPs, we eliminated barriers that were preventing users from adding items to their carts. Additionally, we rectified the issue where users were redirected to the checkout page prematurely.<\/li><li><strong>Restructuring the checkout page: <\/strong>Recognising that the checkout page lacked a general clear overview of the items in the cart, payment methods, and return policies, we restructured it to provide users with a more comprehensive overview.<\/li><\/ul>\n\n<p\tclass=\"text text-sans-24 block-text__text\"\n\t>The platform audit recommended a leap to <a href=\"https:\/\/www.deptagency.com\/en-nl\/partner\/adobe\/\">Adobe&#8217;s<\/a> e-commerce platform, Magento 2.4.4, to boost performance across their sites. Additional findings included automated deployments and transitioning catalog search to ElasticSearch.<\/p>\n<\/div>\n\t\t\t\t\t<div\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\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"js-block-assets-and-copy-video\"\n\t\t\t\t\t\t\tdata-plyr-provider=\"vimeo\"\n\t\t\t\t\t\t\tdata-plyr-embed-id=\"892614140\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\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\" >A digital renaissance for ROTATE<\/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 next phase involved completely redesigning ROTATE Birger Christensen&#8217;s online store, aligning it with its fun and affordable identity. ROTATE Birger Christensen offers style with fashion-forward pieces, particularly catering to international markets such as Italy and the UK.\u00a0<br><br>The brand was envisioned as non-Scandinavian, slightly edgy, but with everyday appeal. DEPT\u00ae empowered ROTATE Birger Christensen&#8217;s editors and e-commerce teams with the flexibility to craft compelling brand stories and campaigns, ensuring a seamless online experience.<br><br><strong>Take control of ROTATE&#8217;s online presence<\/strong><br>ROTATE Birger Christensen now boasts an independent and distinctive online store, almost free from hard-coded constraints. The e-commerce team enjoys complete content management ownership, allowing them to shape and share ROTATE Birger Christensen&#8217;s unique brand stories without dependencies on developers.<\/p><\/div>\n\t\t\t\t\t<div\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\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"js-block-assets-and-copy-video\"\n\t\t\t\t\t\t\tdata-plyr-provider=\"vimeo\"\n\t\t\t\t\t\t\tdata-plyr-embed-id=\"892615443\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\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=\"end\"\n>\n\t<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>DEPT\u00ae addressed ROTATE Birger Christensen&#8217;s challenges head-on, implementing a platform that enhances flexibility, scalability, and creative autonomy. The brand is now poised to lead the future of fashion, offering a dynamic and engaging online experience to its global audience.<\/p><\/div>\n\t\n\t<\/div>\n\n<div\n\t\tclass=\"image-wrap block-image__image-wrap\"\n\t\tdata-align=\"center center\"\n\t\t\t>\n\n\t\t\t<picture\n\t\tclass=\"image__picture\"\n\t\t\t\t>\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t<img\n\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2023\/12\/spot6.jpg\"\n\t\t\t\tclass=\"image block-image__image\"\n\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\/>\n\t\t<\/picture>\n\t\n\t<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":106,"featured_media":4251840,"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":[42028],"case-category":[42389],"award":[],"person":[687],"case-industry":[42387,42388],"class_list":["post-4251838","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 v27.3 - 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