Tony Bianco
Tony Bianco is a renowned footwear brand known for its trendy and stylish designs. With a focus on quality craftsmanship and contemporary aesthetics, Tony Bianco offers a diverse range of shoes, catering to fashion-forward individuals. Established as a go-to destination for footwear enthusiasts, the brand embodies sophistication and flair in every step.
Technology
Mission
We set out to replatform Tony Bianco from its tech cumbersome headless ecommerce stack to Shopify Online Store 2.0 leveraging native Shopify Plus features where possible. Success hinged on our ability to provide a solution that simplified day-to-day eCommerce operations, whilst crafting a new and exciting shopping experience for customers.
Challenge
This project tasked our team with reducing technical debt and improving operational efficiency by transitioning from a cumbersome headless architecture to native Shopify functionality. We had access to limited documentation which meant thorough scoping and a measured approach was critical to achieve the desired outcomes for both teams. Despite migrating away from headless architecture, we were also tasked with improving site speed to better the current experience.
Solution
This solution was multifaceted, and included native Shopify enhancements as well as third-party technology integrations and upgrades . We began by creating a new global user interface style guide and high-fidelity designs to ensure the website accurately represented the brand and would resonate with the target market. We integrated advanced features such as preorder and made-to-order capabilities via Submarine along with find in-store and gift with purchase functionalities.
Additionally, we facilitated the migration to Apparel21 Connect for seamless product, customer, and order syncing. We also designed and implemented an Apparel21 Loyalty/Rewards Program and gift cards for improved omni channel performance. To top it off, we also upgraded Tony Bianco's checkout process by migrating to Shopify's new one page checkout and implementing UI extensibility features for enhanced flexibility and conversion optimisation.
Outcomes
The upgrades to Tony Bianco's storefront and backend system have been highly impactful. Design enhancements have boosted brand value and improved the overall customer journey and shopping experience. We've introduced new revenue streams with preorder and made-to-order functionality via Submarine, while also enhancing omni-channel operations with Apparel21 powered loyalty and omni-channel gift cards. The significant upgrade to Shopify's new one page checkout as well as improved page speeds have led to increased conversion rates and higher average order values.
