Going omnichannel with an eye to the future
Valuing their extensive experience in fashion e-commerce and omnichannel retail, RAG chose Netstarter as their partner. The objective of the project was to deliver a benchmark omnichannel solution that really performed on mobile. After an exhaustive review process including Demandware, RAG decided on Adobe Commerce. The main reason for the decision was that Adobe Commerce ensured RAG maintained complete ownership of their investment — an opportunity to innovate and differentiate from competitors. Importantly, Adobe Commerce also enabled RAG to launch their brands without compromising on functionality or settling for a predefined template. RAG was also excited about the direction of Adobe Commerce and the future roadmap of the solution, particularly Adobe Commerce features such as CMS and B2B functionality. It was time to get busy.
The migration involved a complete overhaul of the UX and the introduction of extensive new functionality to improve the browsing and shopping experience, on all channels. The new stores needed to be more effective in showcasing the company’s brands and their respective product ranges. With enhanced merchandising capabilities, the team was able to present curated outfits in a more engaging format. They added faceted search and integrated an Elastic site search feature that indexed products, categories, FAQ, and store content.
The result was a streamlined browsing experience. Meanwhile, a robust promotion rule engine ensured online promotions replicated in-store offers, creating an omnichannel experience for shoppers. Next, they installed a click-and-collect implementation to drive traffic in-store and increase engagement. And finally, a granular optimization of the checkout process reduced cart abandonments and improved the site-wide conversion rate.
The Adobe Commerce ecosystem presented a number of quick win opportunities for RAG. The Marketplace provided a good starting point to extend and tailor the site’s functionality while reducing time to market. RAG found the “promotional rules” extension particularly useful among thousands of free and premium extensions.