Introduction
WAM Denim has been a staple of the Dutch shopping highstreet since 2001, with over 40 stores in the Netherlands. Offering a huge product assortment, men can shop all categories, from formal to casual, all in one place. With plans to expand internationally and re-establish themselves as a modern Dutch brand, they felt their existing Magento website wasn’t able to keep up with their technological needs and slowed them down. They also felt the brand needed to show a more contemporary side with a refreshed website before taking their business further.
Challenge
As a company, WAM Denim is very technologically advanced and did all of their fulfillment in-house, from warehouse sorting to order shipment. Their existing platform Magento wasn’t able to keep up with the demands and their impressive product assortment wasn’t presented in the most efficient way. We identified opportunities to optimise and create a seamless customer experience. In addition, we provided guidance in their creative processes to elevate their brand presence.
Solution
A migration to Shopify was the most logical next step for WAM Denim, which we took full leadership of with our team of experts.
Instead of starting from scratch with a new design, we used existing elements of their brand to guide the refreshed identity. Updating the colour palette and fonts, as well as playing around with white space on the pages and diversifying the layout were ways to bring a contemporary look and feel whilst remaining familiar.
As mentioned, WAM Denim has a huge assortment of products that on the previous website had a tendency to overwhelm the customer. With our re-design, we implemented a number of UI features to enhance the shopping experience from every angle. We restructured the assortment and departmentalised it into three main pillars; classics, suits and, casual to better guide customers. We created collection pages to split up product groups even further, for example: Shirts → business / everyday / prints / short sleeve. Since they already had such an organised back office, we were able to implement an extensive filtering feature. From fabrics, to colours, prints and more, customers can find exactly what they’re looking for.
An extensive filtering feature was a great implementation because they already have such an organised back office. This has allowed for specific filter options, from colours, to fabrics, prints and more, which eases the customer journey.
More smart functionalities included quick shopping features, cross-selling, shop the look for example. Shop the look is an especially important feature that works well with the WAM Denim customer because their target audience responds well to guidance and inspiration. Seeing fully styled outfits encourages the audience to put together looks and have a higher order value. Translating an experience that their customers normally have in-store to online will encourage more online sales and help the business grow.
Overall, an optimised shopping flow from all angles.
Results
The outcome is a fresher, more streamlined, and easy-to-navigate webshop for customers to enjoy and make the most of the online shopping experience. It’s elevated the brand identity to show more contemporary approach that will work well with the desired international expansion. Migrating WAM Denim required a very technical setup and has given them a far more efficient back office and website.