Almost everyone has tried to solve the Rubik’s Cube, the most popular puzzle game in history. It looks so easy: Just twist the plastic cube until its six coloured faces line up and you’re a winner. But the cube can be rearranged in 43 quintillion different ways, making it a time-consuming, frustrating pursuit. The same could be said of Rubik’s old e-commerce solution. Not long ago, Rubik’s webstore was running on ExpressionEngine, but they found the back end was complicated and inflexible. Rubik’s had big ambitions to boost their direct-to-consumer business and expand into new countries. But with e-commerce, you can’t cheat by peeling off the coloured stickers. They needed a new solution.
“We needed a scalable solution that would allow the company to expand its business overseas, with a high level of flexibility,” says Fabrice Druelle, Rubik’s eCommerce and Digital Marketing Director. The iconic brand enjoys massive organic traffic — mainly from frustrated players looking for tips on solving the puzzle. To capitalise on that traffic and turn casual visitors into repeat customers, the 44-year-old puzzle brand needed a state-of-the-art e-commerce solution. Druelle, who had experience with Adobe Commerce from his days at the luggage company Antler, had the answer. They’d migrate Rubik’s onto Adobe Commerce, on the Cloud.
Rubik’s had just a few months before the busy holiday shopping season, when toys and puzzles are in high demand and they run global promotions with companies like McDonald’s in France. To ensure that they beat their deadline, Rubik’s hired Best Response Media, not just because their logo happens to look like a Rubik’s Cube, but because the British solution partner specialises in launching brands on Adobe Commerce. “It was a no brainer,” explains David Wain-Heapy of Best Response Media. “Adobe Commerce is the best-in-breed solution for Cloud. And why wouldn’t you want to host your solution on Amazon Web Services (AWS)? The managed infrastructure takes away the headache so the Rubik’s team can focus on other challenges — like marketing — instead of server management.”