Redesign and migration of Strim-co.com online store from custom platform to Magento

Strim Commerce Ltd. was founded in 1991 in Sofia and has over 30 years of experience in the fashion industry. The company is the exclusive distributor for Bulgaria of products from world-renowned brands: The North Face, Timberland, Napapijri, Skechers, and Smartwool, and operates 14 physical stores located in major cities across the country - Sofia, Varna, Burgas, and Plovdiv. The brand offers a rich variety of fashion finds, and in their online store, you can discover the latest collections of high-quality clothing and accessories.
Strim Commerce approached us with the desire to redesign and migrate their existing online store. The company was undergoing a rebranding process aimed at ensuring a modern and up-to-date look, along with a successful online presence in both local and international markets.
One of the main goals of the migration was performance optimization, including faster loading speeds and improved user experience. Additionally, as a distributor of Timberland and Napapijri, Strim Commerce needed to adapt the store's design to meet the brand standards of these labels.

To meet the business needs and requirements of the retailer, it was necessary to migrate the existing online store, built on a custom platform, to Magento. We discussed all key aspects of the project, including desired changes and new functionalities, design, business process optimization, technical requirements, and deadlines, upon which we developed a detailed project specification. We began with the creation of a custom design that offers a convenient and visually appealing interface. A key part of the project was the integration of the store with the ERP system used by the retailer to automate the order processing workflow. We implemented logic for distributing orders to specific warehouses based on stock availability. To meet the diverse expectations and needs of users, we upgraded the platform with custom functionalities tailored to the business logic of Strim Commerce.

Here are some of the features implemented:

• Modern UX/UI mobile-first design.
• Elastic Search for fast and precise product searches with relevant results.
• Top navigation and main navigation integrated with a mega menu, along with layered navigation (on the left side of the desktop version) to provide easy and convenient product access.
• Clickable breadcrumbs allowing users to easily navigate the site and return to previously viewed pages.
• Advanced multi-select filters that allow users to combine filters for more accurate search results.
• Sorting with multiple criteria.
• Brand landing page displaying all offered brands with clickable logos leading to the respective product category.
• Option to preview and select alternative product colors in listing and product detail pages.
• Information about product availability across different physical store locations on the product detail page.
• Related and recently viewed products, providing recommendations and quick access to previously seen items, helping users make decisions and increasing conversions.
• GDPR settings management for administering user data and ensuring compliance with personal data protection regulations.
• ERP integration with Gensoft for real-time synchronization of order statuses, prices, and inventory in warehouses and physical stores, as well as automatic submission of shipping numbers to the ERP system.
• Integration with eBorica virtual POS terminal.
• Quick registration and login via Google or Facebook account.
• Courier integration with Speedy for address and office deliveries, including one-time delivery address input.
• Simplified return and exchange process - RMA, allowing users to initiate product returns or exchanges.
• Extended user profile options - order history, multiple delivery addresses, newsletter subscription management, invoice data, and re-order option.
• Guest checkout for users without a registered account.
• Mini Cart for quick product preview while continuing to shop.
• Ajax cart allowing automatic quantity update of items in the cart without needing a page reload.
• “You are X BGN away from free shipping” notification, automatically informing users of the remaining amount needed to qualify for free delivery.
• “Stores” page providing store locations, addresses, and contact details, along with other helpful information for customers finding the physical stores.
• Wide range of marketing tools such as Google Analytics 4, Facebook Pixel, and Adwords Pixel, along with SEO optimization.
• Contact form for user inquiries, questions, or suggestions.

The new online store Strim-co.com offers users a convenient and intuitive interface, a rich assortment of top-brand products, an enjoyable shopping experience, and excellent usability.