Image Credit : Tom Ross | Convert Digital x BNKR
Project Overview
Australian Fashion Labels BNKR needed an improved platform so the business could pivot to become the sole e-commerce funnel across five in-house brands. The Magento 1 to Magento 2 migration required uniform data migration and the complex capability for global optimisation from one centralised platform - including multi-currency and multi-warehouse functions, across eight different store-fronts. The M2 platform needed to be a staunch foundation for third-party software integration, including digital marketing plugins and superior SEO ability.
Though in essence, it was all about the customer. It was critical to create a seamless improved experience from lead capture to conversion, with forward-thinking features and a clean, customised interface as well as the ability to modify frequent marketing promotions, and stock interchange.
Project Commissioner
Australian Fashion Labels (Fashion BNKR)
Project Creator
Team
Cade Wilson-Saul, Kavinda Edirisinghe, Luke Andersen, Andrew Waite, PJ Lecuyer, Matt Falzon, Tom Ross.
Stephanie Dimasi, Tanya Mar, Sky Zdanowicz, Alexander Kalenjuk, Montana Papas
Project Brief
Australian Fashion Labels BNKR needed to replatform ahead of Magento 1 end of life. Magento 2 was chosen as the best fit for this project in order to facilitate the complex global optimisation requirements and to help the team manage five brands from one centralised location.
The new site needed to be performance focused and incorporate a range of forward-thinking features to create a personalised experience for all users from all around the world. The global customer experience was a key consideration, so providing payment gateways that support multiple regions were mandatory while as well as multi-warehousing to manage different inventories and global returns. Emphasis was placed on using AI technology to drive product catalogues and recommendations to create a personalised experience for each customer. Ultimately, the new store needed to perform better than the Magento 1 store to help the brand achieve their ambitious growth targets.
Project Need
The key project need was to streamline the experience Australian Fashion Labels wanted their customer to have across all five of their brands. Creating a marketplace that was personalised, globally relevant and easy to manage by their team. As a result, the team needed a powerful build that focused on performance and serving their customers in order to facilitate business growth.
User Experience
We approached the user experience design with the core goal of making it simple for customers to browse, make buying decisions and enjoy the process of exploring BNKR on whatever device they were on. We championed Fashion BNKR’s catalogue and product range, so we kept other key site elements - like headers - simple, featuring only the most relevant information a customer needs to see. Doing so resulted in a clean and minimal design that emphasised the stores visual content, both the desktop and mobile experiences automatically adjust the width of the image to the size of the users screen, allowing the customer to view the content optimally displayed wherever they’re browsing.
Product categories and product pages were streamlined to help the user easily find what they’re looking for, while the AI component served the most relevant product to the user. When the user navigated to the product page, we gave the page a more app-like feel to encourage image scrolling while pushing other key content higher above the fold. Social proof was also utilised as the core BNKR audience are avid instagram users. To facilitate the conversion whenever the user was ready, we included a sticky buy area bar on both the desktop and mobile product pages . This is helpful when the user scrolls down a product page, to create a seamless and non intrusive buying experience.
Project Marketing
The project was launched successfully in July 2020. Marketing initiatives are currently in play.
Project Privacy
The project was launched successfully in July 2020.
Digital - Retail & Shopping
Digital design that makes our online retail experiences seamless and enjoyable or have that Wow factor is what will stand out here.
More Details