Luxury perfume brand Byredo is one of eight boutique beauty brands in the Manzanita group, also home to retailers such as Space NK and Diptyque. With many of its brands using different technology, the group wanted to standardise its ecommerce operations and prepare for its next phase of growth.
To achieve this, the group needed a global ecommerce platform that could integrate with shared systems, but offer bespoke storefronts for each brand. The arrival of Magento 2 in late 2015 offered just that, as well as:
- Magento 2’s flexibility and customisations,
- No need to upgrade in the next few years, and
- For Byredo to become one of the world’s first brands on the new platform.
'Inviqa was recommended directly by Magento', explains Rob Bostock, director of technology at Space NK. 'We were impressed by its client list and its experience. Byredo is not a traditional perfumer, it’s an innovative and fast-moving brand so it made sense for it to be the first site in the UK to launch on the new Magento 2 platform'.
The Inviqa team began building the new Byredo site with the Magento 2 beta in mid-2015. As a luxury brand that sets itself apart from its traditional counterparts, ensuring the designs were perfectly captured in the front-end development was a priority.
Careful consideration was given to creating a site with a variety of templates for future use including pure content pages where the Byredo team could offer further product information and high-quality images to guide users as they browsed.
Four regional sites were built to cover Byredo’s primary markets, complete with localised content and currency options. The sites were integrated with two warehouses and relevant systems with further plans to integrate with Manzanita's shared systems.
The new site launched alongside the General Release of Magento 2.0 in late November 2015 making it the UK’s first ever site on the new platform. The design is minimalist and embodies the Byredo brand vision to the pixel, and the user experience is intuitive and smooth.
The results of the new site speak for themselves with the number of transactions up by 30 percent compared to the old site. Crucially, shoppers are also spending more with the average order value up by 160 percent.
'We’ve seen a significant uplift in order volume since the launch, making the Byredo project an exceptional start to Manzanita's ecommerce evolution', says Rob Bostock. 'Combined, Inviqa and Magento 2 have brought us the opportunity to grow all of our brands with the most advanced ecommerce technology in the market'.
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Case study update
The work carried out for Byredo was originally completed by Session Digital which unified with Inviqa in June 2016. For more information about the unification visit https://inviqa.com/blog/new-era.