A fast growing multi-award winning UK brand, recent recipients of the coveted Queen's Award for Enterprise for International Trade, Bambino Mio supply their innovative range of reusable nappies and associated baby products to Supermarkets, Amazon and direct to consumers globally, via their online Shopify Plus ecommerce platform in over 50 countries.
Bambino Mio had been a Magento merchant for many years, and in 2017 made the move to Magento 2. This upgrade was fraught with technical issues as the Magento 2 platform struggled to provide the levels of stability required.
Star Digital consulted with the client and recommended a strategy to move their multilingual online business to Shopify Plus, utilising expansion stores and a custom API integration to their MS Dynamics NAV ERP for order processing and stock/pricing controls.
The client wanted to make sure that any platform migration would be an enabler for their in-house digital team to take over the day to day management, merchandising and marketing of the international storefronts direct from the UK head office.
Central to the decision to move to Shopify Plus was a need to reduce technical debt, ongoing support and upgrade fees, technical SEO issues and to unburden the in-house team from administrative challenges allowing them to focus on their roles to expand the business and gather meaningful data to drive marketing forwards.
The client also had an immovable deadline for project delivery linked to a major product launch, and the project was scoped to be delivered in 14 weeks end to end.
Project Strategy and Approach
Both Star Digital and Bambino Mio worked closely with the launch team at Shopify Plus to ensure that the migration requirements had been covered in detail. This involved a number of four way discussions with enterprise app providers for global shipping and marketing automation to perform the necessary due diligence and product/business fit.
The team at Star Digital consulted with the clients in-house creatives throughout the design process to ensure that their UI treatment would translate seamlessly into the Shopify environment and work in multilingual scenarios.
Further scoping and development consultation took place with the 3rd party MS Dynamics NAV engineers, and teams at Global E and Ometria to ensure all parties were aligned on 3rd party connectivity, marketing and shipping automation requirements and development..
A project manager was appointed to both the client and agency teams and the functional specification and tasks for the project were added to the Star Digital Asana software, forming the basis for a collaborative communication framework, following an agile methodology alongside daily team scrums. Weekly sprints were agreed with the client and the project was delivered on a time and materials basis to an overall budget, fully time tracked using the Harvest agency management software.
Client agreed candidates were pulled from backlog into sprint and then sent for UAT at the end of each weekly sprint. Weekly project calls ensured that the UAT findings and upcoming candidates were properly identified. Any blockers were fully discussed and next steps agreed. All interim communications took place across a dedicated Slack channel.
The resultant Shopify Plus environment was delivered on time and within 10% of original budget with minimal de-scoping. It included 9 Shopify Plus expansion stores delivering International stores in different languages, as well as a rest of world storefront linked to the Global E checkout, allowing Bambino Mio to serve up a localised checkout experience and ship products at the best possible price point and lead time to over 50 different countries.
Ometria was chosen as the candidate to handle marketing automation across the Shopify Plus platform with the Star Digital team working closely with the Ometria team to configure and deploy the numerous automations. In addition a number of programmes were developed by the Star Digital integration team to link the MS Dynamics NAV process to Shopify Plus in real time.
Star Digital also provided on-site client training on how to use the Shopify Plus platform as part of the delivery scope and the client team is now fully up and running managing the environment on a day to basis.
Results have been impressive with direct to consumer orders doubling, and the average basket size also increasing in excess of 50%. The advantages that Global E have provided through their localised international checkout and payment options has helped the international order volumes to grow quickly.
Bambino Mio has found that the total cost of ownership vs Magento has been reduced significantly, even when taking into account Shopify Plus licensing fees, as there are no longer any hosting costs or patching/upgrade fees. The removal of technical debt and bug fixing allows the client to budget for their ecommerce business accurately, and plan future candidates for release into the system in a properly planned manner.
“Star Digital are a great and dynamic agency providing us with excellent ideas, support and can adapt to our needs as a fast changing business.”
Joreen Singh / Bambino Mio