The Smart Dresser - B2C Shopify

The retailer - The Smart Dresser - offers fashion for a sporty, casual look. The selection of brands and clothing items tailored to football fans and the weekly “MatchDay Outfit” recommendation help customers to look stylish even in sporty, practical clothing.

Online sales have risen continuously over the years, partly because the retailer has constantly added new offers and features to the shop, which customers have gladly accepted. Each of these changes was important for the Shop system Adobe Commerce (formerly Magento) This involved quite a lot of effort. In addition, there were high costs for maintenance and servicing due to updates in the self-hosted system. During campaigns, the performance of the server had to be increased manually so that the shop did not become too slow due to the high traffic. Many ideas, such as an extensive product filter, were discarded due to the necessary adjustments to the complex data structure. When concrete plans for expansion and internationalisation were made, the desire for a better solution became ever stronger.

The requirements for the new shop were worked out in detail, documented and concretised with feasibility tests. The design was customised to The Smart Dresser brand in close feedback loops.

The shop was completely converted from the self-hosted shop system Magento to SAAS solution Shopify migrated. All products were imported and connected to the existing Pixi merchandise management system. A lot of data relevant to the retailer's workflow was enriched in the process. Images were transferred by cropping them in the new format and optimising their file size.

All functions that already existed were rebuilt and supplemented with additional ones. Partly through self-programmed functions, partly through existing Shopify apps. Thanks to the individually programmed Shopify OS2.0 themes, all design wishes have been realised.

Internationalisation could be achieved with Shopify The shop is now available in 5 languages, displays two currencies and offers various local payment methods depending on the billing address.

The shop is now state-of-the-art and runs very stably even with very high traffic. The performance is now worry-free.

The implemented internationalisation immediately increased the reach noticeably. Multilingualism in German, English, French, Italian and Dutch is very easy to implement and manage thanks to the combination of Shopify and Weglot.

Customised programming such as the product filter or the product drop function clearly set the shop apart from the competition. Other functions such as bundled products, vouchers or free gifts have been implemented with selected apps that offer the shop manager many more marketing options than before. The connection to the Klaviyo email marketing service now also goes hand in hand with Shopify.

With the Shopify OS2.0 theme, shop managers can now easily build landing pages and promote their offers with the various marketing tools. Campaigns can be implemented much more easily.

With this solution, the retailer has made the leap into international business. Everything can now be quickly adapted and expanded to meet new requirements. The budget is now used for new developments for the shop users or the tools for the shop managers and not for maintenance and upkeep. This puts The Smart Dresser in an excellent position for future business developments and challenges.