Project Summary
Client Situation
As a leading American online and catalog retailer for plus-size women’s apparel, big and tall men’s apparel, and home goods, the client is committed to understanding, serving, and connecting with customers by providing fashion inspiration, style advice, and clothing tailored to their individual needs, helping them look and feel their best.
The client values are built on a firm foundation of strong customer focus, resilience in overcoming challenges, ownership of action, thriving in an environment of change, respect and integrity, purposeful talent management and outcome-based execution. With these values, they sought to manage and enhance the service they provided by their 13 proprietary brands under one label.
However, the client was facing the twin challenges of high cost and complexity of operations in managing multiple ecommerce sites on different tech stacks. They aimed to enhance customer experience for their consumers and streamline multiple ecommerce sites of various brands under one umbrella. To achieve this, they sought to deploy a Storefront Reference Architecture (SFRA), without upgrading the complete site in a single run. Their core objective was to transform the digital landscape that enables them to improve time to market and operational excellence resulting in increased revenue, increased recurring sales, enhanced customer journey, and platform stability.
The Storefront Reference Architecture (SFRA) combines industry best practices and out-of-the-box commerce functionality in a web storefront, serving as the foundation of a new Salesforce Commerce B2C site. It enhances time to market, reduces storefront total cost of ownership, improves mobile shopping experiences, and allows limitless customization.
Solution
Mastek migrated all brand sites from legacy SiteGenesis to SFRA in a phased manner. The multiple brand sites were configured on Salesforce Commerce Cloud, and the universal cart functionality was implemented to enable the brand’s customers to shop for all brands in one seamless experience.
To modernize the client’s legacy applications, we employed a canonical API-based approach using MuleSoft. This approach not only optimized the flexibility inherent in the model but also expanded functionality and visibility across the business. MuleSoft was implemented as the Enterprise Service Bus (ESB) layer, facilitating the integration of all third-party systems, including marketplace integrations.
Mastek, by leveraging its technological and system integration expertise, significantly contributed to the brand’s online business by unifying platforms across multiple online brands and launching a universal cart. Through seamless integration with third parties such as TrueFit, SMS Vibes, Global-E, and BloomReach, we created more personalized experiences for the client’s customers. We further enhanced personalization through real-time AI/ML data-driven product recommendations tailored to each customer.
With our demonstrated deployment and delivery practices we streamlined the continuous integration processes, ensuring holiday readiness and preparedness from both technical and business perspectives. Numerous roadmap feature enhancements were rolled out to address various challenges, continually improving the platform’s capabilities.
Business Outcome
Mastek’s solution has successfully integrated these multiple brand sites onto a single platform, delivering an exceptional customer experience. By unifying all the brands the client has significantly enhanced performance while reducing costs and technical debt. Our strategic partnership with the client spanning over six years, has driven double-digit growth.
The brand has achieved ecommerce revenues exceeding USD 1 billion, with a 3.5% increase in order conversion rates. The implementation of a universal cart has resulted in a 28% growth in order size, contributing to a 12% overall revenue increase. Notably, the brand has experienced zero downtime during Black Friday and Cyber Monday sales for the past three years.
The integration of Salesforce Commerce Cloud and MuleSoft hosted on Cloud Hub, along with modern enterprise applications hosted on AWS, has provided the client with a superior technical environment. This setup allows the brand to swiftly adapt to evolving needs. Additionally, moving the browse functionality to SFRA has significantly improved page load speeds. Our engineering best practices for speed and performance, combined with ensuring high code quality, further contributed to seamless marketplace integration and an enhanced customer experience.