Torfs’ e-commerce story was always based on customization. But as the online activities grew, the retailer had to face up to challenges concerning the performance, scalability and conversion of its webshop. The mobile version in particular left much to be desired, while 60% of the visitors came from mobile devices. Also 30% of Torfs’ turnover came from in-store kiosks. With the important end of year period that was coming, it was important to scale up and improve the customers’ experience online and on the in-store kiosks for an ultimate omnichannel approach.
To start off, we’ve created one seamless shopping experience with a mobile first approach. A customer can seamlessly continue its shopping experience from any place, any time. Customers can easily complete their online purchase on any device because the items of the shopping cart will remain available. Furthermore, we’ve mapped out the difference between the visitor’s behavior on-site and on-kiosk. These findings made it possible to customize the user experience on in-store screens. When we combined this with a smoother checkout process, simplified search and product categories, this led to conversion rate optimization.