Three e-commerce sites — one back end
Marc Fisher Footwear was already on Magento Commerce, so the migration was not as challenging as moving Nine West from Demandware to Magento Commerce. It took just six weeks to migrate the shop to their existing Commerce Cloud multi-tenet cloud instance — the same one they built for Easy Spirit. They integrated their Proprietary ERP and Warehouse systems and, as the latest version of the Magento Commerce platform has so many features out of the box, they needed fewer extensions. They did take advantage of TurnTo, Signifyd, Zendesk and Avalara.
Utilising the skills of Media Spa to add substantial capabilities to third-party plug-ins, as well as supported core items such as BlueFoot for CMS, was a game-changer, said Andrew. “We easily created a distinct brand look for each site, because Nine West, Easy Spirit and Marc Fisher Footwear all have unique brand identities.” However, they all shared the cool features offered by the same Commerce Cloud platform. This included a pre-ordering functionality that delivers future delivery date notification.
Commerce Cloud helped to create a smoother user experience, with responsive videos, calls to action and product quick-views with customisable colour swatches. Meanwhile, the Google Tag Manager configuration enables Google Analytics and over 40 digital marketing properties to track user activity and manage order attribution based on 30 triggered events and more than 60 variables. Centralising all this data in Commerce Cloud gives Marc Fisher Footwear total visibility into their customers’ shopping patterns. “MBI is another big piece,” said Andrew. “They have some great dashboards. They export that data and offer personalised experiences without having to spend a lot of money.”
Meanwhile, having a cloud-based platform allows Marc Fisher Footwear to scale at peak traffic times, especially useful during sale periods like Black Friday and Cyber Monday. It also means fewer vendors to deal with. Because their business is built on strong preorder events, newsletter and new-product alerts can send thousands of customers flooding to the site. With the cloud, Marc Fisher Footwear is prepared for demand spikes. And with Commerce Cloud, they can keep track of valuable customer data.
From both a development and an admin perspective, Commerce Cloud is easier to manage. Before, the company had to manage three separate sites with three separate admins. The new Commerce Cloud site allows them to combine these three sites into one. They can also spin up subsequent sites in less than two months. Marc Fisher Footwear boasts a unified admin and unified data too and when there’s a single patch to be added, it’s applied once and works everywhere. “This is a huge cost saving over the original three-platform solution,” said Andrew.