How to improve the product feed, i.e. non-standard labels
B2C PrestaShop implementation for the brand LASHBOOM!
|ABOUT THE PROJECT||SERVICES||TECHNOLOGY|
|For the brand, we implemented an online store on the latest version of PrestaShop software and migrated data from the old to the new store. The implementation process consisted of Analysis, Graphic Design, and Implementation phases.|
About the brand
The manufacturer has been creating professional eyelash styling and lifting products since 2014. The brand’s products have high recognition in German-speaking markets. The brand’s products are eagerly used by professional salons, and clients themselves solicit this brand in salons. The brand currently enjoys high recognition in DACH markets due to marketing activities carried out together with the client. It’s also important for the brand to expand into European markets and ensure the high level of experience demanded by customers looking for premium products.
The brand approached us to implement a new online store on the PrestaShop platform along with the migration of data from the old store based on WordPress – WooCommerce software. What was important for the client was our experience in integrating JTL’s German ERP system, with which we had previous experience working with clients in the German market. With the implementation, the client expected to make a revolution that, along with a new design and putting customers at the center, would allow the brand to grow dynamically in an increasingly competitive market. The client was also entering new markets, so we did the implementation using the multistore mode, which allowed the client to run several stores in parallel on given States within a single system.
Along with our first conversations, we knew that we had to make the design unique and ensure the loyalty of customers, most of whom are returning customers who make frequent supply purchases to the showroom. Therefore, in the implementation, we took as another goal to increase conversion and customer loyalty, as a result, we implemented our dedicated proprietary loyalty program, which you can read about on our website.
Scope of work
The implementation was carried out in accordance with our process, which we have been continuously improving for more than 5 years and consists of three standard phases. The implementation was divided into 13 stages, which allowed the client to fully understand the process, as well as to control it from the side of receiving results and billing.
As part of the implementation, you can specify:
- Implementation of a dedicated loyalty program
- Complete modification of the purchasing process
- Space for brand ambassadors
- Multistore mode to support stores in different markets
In the first phase, we deeply understood the client’s needs and applied our experience gained in the daily marketing and programming services of our clients in the same industry the client operates in – Beauty. The client operates in the German market, which is not a problem for us, since we serve many clients from this market from the programming as well as marketing side. We agreed to divide the work so that the most essential functions of the store would be completed first, and the remaining functions would be completed in the development of the project. For this purpose, we used the MoSCoW method. Such a solution allows the client to refinance development from sales growth. This allows us to better study the impact of changes to the store on conversion rates as new functionality is introduced. During the final stage of implementation, we also implemented our dedicated loyalty program, which for the client is fundamental to increasing customer loyalty. The client had no previous experience with PrestaShop, so we held a series of workshops and training sessions to show the client how the system works and allows them to make sales more efficiently compared to their previous CMS, which did not perform well on the backoffice side.
The graphic design was preceded by a workshop in which interested people on the client’s side and on our side took an active part in planning the vision of the project. We also invited a marketing specialist to the meeting, who advised what solutions to use to increase sales in the online store. Since we most often conduct marketing activities for clients after implementation, we make sure from the very beginning that the implemented store meets the needs of future store customers first and foremost. This approach turned out to be very helpful because immediately after the implementation for the client we started providing services of running ads, campaigns and positioning. As a result, the brand earns more, our operations are more efficient, and customers become more loyal by using a store that simply makes them happy while shopping. After the graphic designer gathered visions at workshop meetings, we proceeded to the graphic design stage. As part of this phase, a graphic designer prepared a homepage concept that, after a second iteration, fully met the client’s expectations. After creating the concept for the homepage, the graphic designer prepared all the other views required for implementation in the online store. As the work progressed, we met with the client to discuss each of the store’s graphic elements. We use modern graphic design tools, so we were able to share the graphic design with the client in real time and at the same time mark the elements that needed work after the meeting.
After the graphic design phase, we moved on to the implementation phase. We carried out the implementation in accordance with the Scrum methodology. Thanks to the use of Scrum, we always implement projects successfully, because as the work progresses we have extensive communication with the client establishing the scope of work and adapting to changes. This gave the client the confidence that the online store would be completed according to their expectations, and gave us the confidence that the project would be completed on time and on budget.
As the implementation began, we precisely broke down all tasks in the project tool by sprints. This approach allows us to more effectively conduct a sprint planning meeting at which we usually specify the details of task requirements.
The sprints lasted on average every 14 days and ended with a meeting presenting the results of the work in the tasks. It is standard for us to present the results of the work on the development server, so that the client can also check the results of the work on his own.
As part of the implementation, we also made numerous integrations with payment systems in the German market, suppliers and JTL-Wawi’s ERP system. The integration with JTL-Wawi was complicated in that it requires migrating data with identifiers that could not be tampered with, which is very difficult when the data is partially encrypted and tied with an encrypted key. Thanks to the experience of the project team and JTL’s consultant, we were able to successfully migrate data and at the same time maintain all customer data in the new online store and introduce customers to a new shopping experience with a new level of loyalty.
The implementation of an online store for the brand LASHBOOM! was successfully implemented and the result of our work can be seen directly at lashboom.de. The implementation totaled 600 hours and was completed in less than five months from the start of the order.