Redesign and migration of Lilly Drogerie Bulgaria’s online store to Hyvä Storefront

Lilly Drogerie is a well-established drugstore chain that has been present on the Bulgarian market since 2010. The company offers a wide range of beauty, health, personal care, and household products. Today, the chain operates over 100 physical stores across the country and continues to grow steadily.

Our partnership with Lilly Drogerie began in 2019, when we developed their first B2C online store and redesigned their corporate website. Since then, we’ve been responsible for the ongoing technical support and continuous development of their digital presence.

After more than five years of active use of both the online store and the corporate website, Lilly Drogerie identified the need for a strategic shift driven by evolving customer expectations and new business priorities. The main goal was to unify the online store and the corporate site under a single domain – lillydrogerie.bg

This unification aimed to streamline the customer journey and improve SEO performance by consolidating traffic and content in one domain for better visibility in search engines.

In addition, Lilly Drogerie decided to proceed with a complete redesign and migration to the Hyvä Theme, focusing on better performance and user experience.

Main project goals:

• Unification of the existing online store and corporate website
• Complete redesign and UX improvements
• Migration to Hyvä Theme for better performance, faster load times, and an improved user experience across desktop and mobile devices
• Magento upgrade to the latest version for enhanced system performance and increased cybersecurity
• Alongside these goals, we worked closely with the retailer’s team to define a list of desired improvements that align with modern eCommerce trends and the expectations of Lilly Drogerie’s growing user base.

Key features and improvements implemented:

• Complete redesign based on Hyvä, delivering excellent speed and performance scores.
• Mobile-first interface with improved UX, refined navigation, and advanced product filtering.
• Online registration and account management for the loyalty program Lilly Club.
• Display of special club prices visible in product listings and detail pages, exclusively for logged-in users in the Lilly Club.
• Automated messages in the cart for guest users, indicating how many points (called “flowers”) they would earn if they joined the loyalty program.
• Display of earned points for logged-in users when purchasing specific products.
• Automatic display of valid promo codes, based on active promotional rules, with dynamic calculation and display of the discounted final price (visible in both listing and product pages).
• Custom-designed “Super Price” landing page for promotional products.
• Promo catalog listings available in PDF format, opening directly in the browser without needing to download.
• Dynamic brand logo display on the product detail page, based on the assigned manufacturer.
• Brands page featuring all brands offered in the store, with filters and a built-in search for quick discovery.
• Careers landing page.
• Custom widgets for promotions and highlights on the homepage, manageable by the admin.
• Pop-up with recommended products when adding an item to the cart.
• Promotional banners between products in category listings.
• Store locator with dropdown by city and interactive map of all physical Lilly Drogerie locations.
• Beauty and cosmetics blog.
• Newsletter subscription.
• Quick registration via social login (Facebook and Google).
• Guest checkout option.
• SEO-friendly breadcrumbs for better search engine visibility.
• A comprehensive set of marketing tools to boost promotional and sales capabilities.

The new lillydrogerie.bg is faster, more intuitive, and easier to shop from. It unifies Lilly Drogerie’s online sales and corporate presence in one seamless platform, with a strong focus on speed, convenience, and personalized user experience.