Blog post

Delivering a successful digital commerce project

January 18, 2018Jake DiMare

A lot goes into delivering a successful digital commerce project. A retailer may select the best tech team and have the best ideas for its site, but many projects ultimately fail. The most common reason is a lack of open and honest communication between the retailer and its tech team.

Strong communication ensures that the technology team design and build what the retailer wants and needs while keeping everyone focused on their strengths. Retailers know how to run their businesses, while technology teams know how to implement digital commerce applications.

It takes both parties — communicating substantively and often — to make a successful digital commerce business.

Our hybrid approach to delivering a successful digital commerce project

At Luminos Labs, we combine two well-known project management methods for delivering a successful digital commerce project for a business’s needs.

The waterfall approach allows us to dig deeply into a business’ goals and objectives, putting us on the right path with the best solution before we officially begin the project.

And the agile approach permits us to use an iterative methodology in the predevelopment and development phrases, always keeping the client engaged and in control of the project. For example, we let clients test their eCommerce site every two weeks and provide feedback. This early and often testing identifies issues along the way, making it much easier to incorporate changes.

These two methodologies have helped us create some successful digital commerce strategies for our clients.

Murdoch’s Streamlined Its Inventory

Rocky Mountain supply store chain Murdoch’s had already successfully launched an eCommerce platform. But as technology and customer need evolved company leaders realized that new features — such as buying online and shipping from the store — were required to boost sales.

The company had also experienced inventory issues and inconsistencies between its digital commerce warehouse and physical locations.

Luminos Labs worked with Murdoch’s to integrate its existing Episerver Commerce platform and a new distributed order management system to bring the in-store inventory online. We also advised the company on best practices for linking inventory with online order processing.

We also added some other new features to the retailer’s site, including more extensive product photos, a more visible add-to-cart button, and the capability to search by brand.

These changes to Murdoch’s eCommerce site led to some significant gains for the company, including a 250 percent increase in online inventory with expanded colors and sizes. This also led to a 20 percent revenue increase — the new product detail pages alone contributing to a 1% conversion rate.

Burkes Outlet Focuses on Long-Term Initiatives

Burkes Outlet, an off-price retailer with 191 stores nationwide, launched its first eCommerce site in 2014 using the Episerver Commerce platform — but it didn’t achieve the success it expected. Conversion rates were too low, pages were slow to load, and site maintenance posed many challenges.

After a thorough assessment, Luminos Labs identified some issues with the site that affected conversion rates and page load times. We communicated with Burkes Outlet’s team to set clear goals for the project. This allowed us to solve a few minor problems, quickly leading to better customer experience.

We continue to help Burkes Outlet with 24/7 application monitoring so that the eCommerce team can focus on long-term initiatives to drive revenue.

At the beginning of an eCommerce project, it’s difficult for retailers to know all the features and functions they need for their sites. That’s why it’s so important for retailers to be involved at every step to provide feedback and direct the progress.

One of the best ways to keep the lines of communication open is to ask lots of questions of each other at every stage. This refines the project’s goals and ensures both parties develop a successful partnership. As a result, the retailer gets what it needs, experiencing lower maintenance costs, lower bounce rates, and — most important — higher conversion rates via both desktop and mobile.

If you’ve got questions about ensuring success on your next digital commerce initiative, we’d love to chat. Please feel free to contact us. There’s no cost, commitment, or expectations associated with an initial conversation.

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