A digital transformation
With digital now one of their largest sales channels, optimizing the Paul Smith online experience would have a direct impact on the company’s success. The goal for their upgrade was to future-proof the site, deliver a more sophisticated mobile experience, add global capabilities, and omnichannel shopping and fulfillment, while simplifying their eCommerce operations — the Paul Smith way. The clean code and streamlined performance of Magento Commerce 2 was just what they needed.
Magento Commerce 2 helped Paul Smith focus on improving their mobile experience, with clearer listing pages, accessible links, and streamlined menus. The team implemented the default Magento checkout to ensure existing third-party extensions worked seamlessly, and used PayPal Express Checkout to increase conversions. They also enjoyed minimized cart abandonment on mobile and desktop alike.
A customized experience
Paul Smith used the new site to launch their customizable products. Shoppers can now select a wallet, scarf, or purse, and add their initials, or one of Sir Paul’s famous ‘doodles.’ A monogram preview feature allows users to visualize how the design will look in real life. The Paul Smith team also developed their own content editor (using React JS) to easily build responsive pages, and to support new products and brand collaborations. Meanwhile, in the ‘Stories’ section, Paul Smith content comes to life with widescreen video, vivid imagery, and copy that's as eye-catching as their fashion.