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An Omnichannel Experience Like No Other
The 150-year-old department store Magasin has a strong physical presence with its magical, inspiring world of fashion, luxurious beauty products and exquisite delicacies. DEPT® has helped Magasin ensure the same strong presence online with a comprehensive transformation of their digital architecture. A transformation that not only generates a unique user experience across channels but has also triggered a 40% increase in revenue in their webshop and a 50% increase in the conversion rate. Reconsideration of the digital architecture and the structure of the webshop In line with their ambitious new marketing strategy and visions for the future, Magasin wanted to optimize their digital presence. During the work on the online shopping experience, DEPT® identified a number of challenges that made it clear that the architecture and the structure of the webshop had to be reconsidered, for example in connection with the implementation of a new PIM system (product information management system) on Magasin's Salesforce platform. From consulting to PIM implementation During DEPT®'s 7-year collaboration with Magasin, they have provided strategic consulting advice on, for example, new functions and bidding strategies, shared insight into new trends and provided support for digital marketing. This has, for example, involved new campaign ideas and workshops on the benefits of increased upper funnel marketing through paid social and programmatic as well as organic marketing on Instagram. The agency have also helped discuss campaign setups, allocate budgets and estimate larger campaigns as well as advise on an iOS 14 update and help customize the platform. All to ensure that Magasin's setup was in accordance with the latest best practice. For this reason, DEPT® had built up in-depth insight into the company, which we could profitably draw on when we were given responsibility for driving the technical implementation of a new Salesforce platform as well as UX, design and front-end coding of Magasin.dk. In addition to the implementation of the new Salesforce platform, a large part of the project has been the incorporation of a new PIM system for Magasin, where DEPT® has assisted with advice and sparring. With around 800 sparring partners and more than 100,000 products, the pace of updating product information is crucial. The new PIM system has made this process easier and allows editors to control categories, product photos and descriptions. In order to realize their ambition for a more mobile-friendly user experience, Magasin had to establish a more systematic and organized approach to the design work. This involved a clean-up on the platform. If the webshop's full potential was to be utilised, it was necessary to create a simplified version of the much-loved physical shopping experience. And here the Dept's help was needed. Establishing a user-friendly interface The visual design of the solution is the result of a structured and analytical approach to online shopping based on patterns that give good results and support conversions. DEPT® particularly focused on the checkout, product list pages and product detail pages, as these are the most crucial in terms of conversion, and usability was optimized down to the smallest detail. For example, they continuously assessed the users' need for information across devices. Specifically, the agency worked on how and when filters appear on a product listing page, and when prices, colors, and sizes appear on a product detail page, to ensure users are constantly getting the information and tools they need—and at the right time. they also worked purposefully with navigation principles to make it easy to move up and down categories, adjust the product list and complete the checkout – on desktop, tablet, mobile or similar Recognizing that the user journey does not start on the site, Google became involved as a sparring partner on the design and provided ongoing feedback and validated the design concepts based on, for example, e-commerce analyses. Based on this as well as existing e-commerce analytics, DEPT® worked to build a solution that optimized the mobile experience and to ensure that mobile conversions kept pace with incoming traffic. Throughout the project, they focused on mobile-based online shopping, as the majority of traffic goes via mobile phones. The combination of a visual, mobile-friendly redesign and a new, tailored site, where all the underlying services are connected and meet Magasin's needs, now gives the department store the opportunity to complete their ambitious omnichannel plans. By focusing on user-friendly UX and implementing all design guides on a digital level, DEPT® have created a solid foundation which has ensured that Magasin was a digital frontrunner and ready to tackle challenges such as the relaunch of Magasin's Goodie app. Among the unique Goodie benefits are discounts for Goodie customers and other club benefits, as well as the option to checkout without entering your details. This increases the conversion rate: 85% of online conversion comes from Goodie customers (compared to 60% two years earlier). The transformation of Magasin into a frontrunner in online shopping The new optimized navigation structure means that the customer can efficiently – with a maximum of 3 clicks – go from one product category to another. Ease of use has been optimized down to the smallest detail, and it is now easy and intuitive for customers to shop. Our focus on mobile optimization, "mobile-first", also meant that the conversion rate on mobile also increased. Users continue to come to the site via their mobile devices, and now they also make purchases to a degree that matches the traffic. Finally, the mobile-first approach combined with clear delivery steps and prioritization of Goodie customers has also supported the purpose of checkout – to increase the conversion rate as well as the number of Goodie sign-ups. From a UX perspective, Magasin has achieved a vote across systems and channels. It is now easier for them to link to their products in a meaningful way, thus improving the customer experience as well as basket size. In other words, our UX upgrade to the product presentation has resulted in customers ultimately adding more items to their cart. The new setup also ensured that Magasin was prepared to adapt during the Covid-19 pandemic lockdown, where they did very well and even strengthened their omnichannel position. The turnover in the webshop has increased by around 41% since the launch. Before the corona restrictions were introduced in winter 2020, the increase was around 30% and has since risen to around 100%, i.e. 40% in total over the period. The conversion rate has increased by 44% since launch. In addition, in 2020 Magasin made the Top 20 list of the most successful e-commerce sites, based on the number of transactions, for the first time ever. Dept's digital solution to Magasin's omnichannel challenges and aspirations has not only increased sales and conversion rates, it has also strengthened Magasin's customer relationships by prioritizing and improving the overall user experience. Today, Magasin remains the much-loved and luxurious department store it has been for 150 years - but now, with our help, the brand has a digital presence that matches the experience in the physical store. "I am extremely proud of the enormous teamwork that the entire Magasin team has done together with our skilled partners and external specialists. The strategy and success criteria were clear: to give performance a boost, ensure continued growth and build the foundation for an efficient e-commerce platform in Denmark and Scandinavia, which enables us to provide Magasin's unique service for all our loyal customers." – Peter Østerhaab, Head of Ecommerce at Magasin. "Our digital solution has increased sales and conversion rates and strengthened our customer relationships by prioritizing and improving the user experience." -Peter Østerhaab, Head of Ecommerce at Magasin Credits Brand: Magasin du Nord Creative Agency: DEPT® UX Manager: Marie Spliid Kirkegaard
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