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 soccer fans and the weekly "MatchDay Outfit" recommendation help customers to look stylish even when wearing sporty, practical clothing.

Online sales have risen continuously over the years, partly because the retailer has always provided new offers and features in the store, which have been readily accepted by customers. Each of these changes involved a great deal of effort for the Adobe Commerce (formerly Magento) store system . 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 store 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 internationalization were made, the desire for a better solution grew stronger and stronger.

The requirements for the new store were worked out in detail, documented and concretized with feasibility tests. The design was developed individually for The Smart Dresser brand in close feedback loops.

The store was completely migrated from the self-hosted store system Magento to the SAAS solution Shopify. All products were imported and connected to the existing merchandise management system Pixi. 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 optimizing their file size.

All the 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 theme, all design requirements were implemented.

The internationalization could be implemented very easily with Shopify, so that the store is now available in 5 languages, displays two currencies and offers different local payment methods depending on the billing address.

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

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

Individual programming such as the product filter or the product drop function clearly set the store apart from the competition. Other functions such as bundled products, vouchers or free gifts have been implemented with selected apps that offer the store 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, store 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 store users or the tools for the store managers and not for maintenance and upkeep. This puts The Smart Dresser in an excellent position for future business developments and challenges.