Who is the Client

A US-based global brand of outdoor active lifestyle gear that is people’s preferred choice for sports clothing, equipment, and accessories in several countries.

The Challenge

A major active lifestyle gear brand, the client has four sub-brands that are being marketed in multiple countries through 55+ websites (brand and marketing) to pitch their unique sports collections. The client wanted to add new customer-facing functionalities to these websites, but their plans could not get off the ground due to limiting possibilities that their existing platform, i.e. SiteGenesis, could offer. It resulted in a poor shopping experience for their customers, which lowered their sale conversions and stalled business growth.

They wanted an extensible platform with minimal technical complexity that could ease the addition of new features without leading to any hiccups in the longer run, hence enabling business growth.

Besides, the client also wanted to implement a mobile-first approach on these websites to modernize the customer experience with easy processes and checkout that align with the consumers’ demands and experiences.

Lastly, the client wanted to technically-enable the marketing team to manage content on their own and relieve them from any dependency on the development team. They were looking for a partner to help them identify a suitable technology stack for this upgrade and strategize a long-drawn roadmap for this overhaul.

The Solution

The client primarily had four requirements: first, to implement an extensible e-commerce platform on all their web properties that could support their need for new features and functionalities. Second, to migrate the entire order and customer data from the old system to the SFRA architecture with minimal or no impact on their work. Third, to enable mobile experience on their websites. Fourth, to enhance the existing Adobe Experience Manager (AEM) technology and lay down a Content Management System (CMS) that enables the marketing team to create and publish new content independently.

Our experts along with the client’s team took this massive migration and upgradation project of 55+ websites and achieved this in a phased manner. We have implemented the latest Commerce Cloud Storefront Reference Architecture (SFRA) platform for most of these websites, smoothly transitioning the order and customer data from an old legacy system to a new system. It helped the client gain scalability, reduce technical intricacies of the system, and enable the marketing team to create and publish new content swiftly on their own.

We also designed and developed a Business Manager (BM) extension for the business users to help them maintain and support the future state of business needs.

As part of our solution offering, we also supported the middleware layer's implementation based on Amazon Web Services (AWS) for data transfer, such as order exports, inventory import, catalog import, etc.

We also conducted 50 different third-party integrations to their commerce architecture, including payment gateway, order management system (OMS), content management system (CMS), gift certificate, etc. We enabled automated testing, covering unit tests from all scenarios, to ensure smooth system performance during peak-load.

Business Impact

  • The upgraded e-commerce platform optimized the site performance, delivering a great customer experience.
  • Moving all the brands on a single platform reduced the entanglements and dependencies on multiple development teams.
  • Reduced the total cost of ownership incurred from the license, engineering, and maintenance.
  • Faster time-to-market enabled on new feature additions and enhancements.
  • The implemented framework with the unit and integration testing helped developers mitigate risks by identifying potential coding issues ahead of time.

Technologies Used

Salesforce Commerce Cloud (SFCC). It provides tools, framework, and infrastructure that can be leveraged to build an e-commerce website from the ground up
Storefront Reference Architecture (SFRA). It is the newest platform of SFCC (a unified commerce platform for e-commerce brands) that provides a starting point for webstore to the retailers
Amazon Web Services (AWS). A subsidiary of Amazon, providing on-demand cloud computing platforms and APIs to individuals, companies, and governments on a metered pay-as-you-go basis
Adobe Experience Manager (AEM). A comprehensive content management solution for building websites, mobile apps and forms
Bitbucket (Code repo). A web-based version control repository hosting service owned by Atlassian for source code and development projects that use either Mercurial or Git revision control systems
Atlassian Platform. A plugin development platform, it is a set of components to develop your plugin
Automation Testing Framework. A set of guidelines or rules used for creating and designing test cases; it is a combination of practices and tools

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