How to naturally guide a customer from one sign to another without breaking the course?
How to manage two sites, two domains, two graphic universes from a single digital instance?
Expertise
- Interactive map
- E-commerce
- Ergonomics and UX
- Hyvä
- UX/UI design
Technologies
Year
- 2026
We present to you Holiday Ci Fête Ca
Born of the passion of the party and deeply rooted in its territories, Fête Ci Fête It is a sign of 8 stores specialized in festive articles, disguises and accessories of celebration. Historically implanted in Brittany, it enjoys a strong local reputation and a loyal clientele that knows its long-standing stores.
In 2023, the group Jour de Fête, DBM’s historical partner, bought Fête Ci Fête That. A strategic acquisition that posed, from the outset, a major digital question: how to integrate this sign into the existing Christmas Day ecosystem, without erasing what makes its value?
The challenge: two brands, a global digital ecosystem
At the time of redemption, Fête Ci Fête It had an aging WordPress site, and difficult to administer. For its part, the Holiday site already worked on Magento, with a click & collect and an e-booking available for the Fête Ci Fête Ça stores, integrated into the listing store. The problem: the customers of the Fête Ci Fête stores It was not intuitively understood that you had to switch to the Fête Jour de Fête website to access this service.
As a result, frictions in the shopping routes, an unintuitive experience, and a clearly underexploited commercial potential. The group has therefore given us a precise and ambitious mission: to rethink the digital architecture to create two complementary, readable and interconnected experiences, preserving the identity of each brand.
Our approach: Magento multi-brand architecture and a redesigned UX course
This project is first of all a matter of architecture. The aim was not to “duplicate” a site, but to adapt a platform capable of carrying two distinct signs, with their own graphic codes, their own domains.
A shared Magento base, two distinct themes
We chose a Magento 2 core entirely shared between the two sites, with a centralized administration. On the user side, each sign has its own universe: colours, typography, logo, general atmosphere. The theme Fête Ci Fête It was created to measure, faithful to the festive and local DNA of the brand, while relying on the same technical components as Fête Jour de Fête. A unique system design that can be maintained over time, evolving without friction.
A UX strategy thought to guide, not to force
One of the key issues of the project was to define the right moments of change between the two signs, without ever breaking the user experience or forcing unsolicited redirection. DBM has designed intelligent and contextualized gateways: in the header, on the store locator, in the store records and on the product records. At each point of contact, the user immediately understands where he is, what he can do, and how to reach the other sign if he wishes.
Our approach: from showcase to e-commerce
Click & collect and reservation finally readable
The click & collect and reservation already existed for the Fête Ci Fête stores, but only from the Fête Jour de Fête website, selecting the right store. For a customer who arrived directly on the holiday website, this was another story: nothing clearly indicated that he had to switch to the holiday website to access the service. The course existed, but it was invisible.
By integrating Holiday Ci Fête This on the same Magento basis as Holiday, we made this service native and readable from the website of the sign. Customers who arrive on feteci-feteca.fr can now book and remove in store directly, seamlessly, without confusion. What was technically possible but practically impossible finally becomes a real commercial lever.
A Mastered SEO Strategy
Since both sites share the same product sheets and visuals, we have anticipated and structured a common page management strategy. The principle: Holiday is designated as the master site for indexing the product sheets, while the corresponding pages on the holiday website It incorporates a canonical cross-domain tag pointing to the Holiday URLs. Google correctly identifies both pages, only the Party Day version, and Party Party version is never penalized. Both sites can freely display the entire catalogue without additional editorial complexity.
The result: two strong identities, a solid platform
The new digital ecosystem delivers its promise on all fronts!
On the user side, both sites display clearly distinct graphical universes, consistent with their respective DNA, while ensuring smooth navigation from one sign to another. No more friction, no more blur: every customer knows where he is, what he can do, and how to go further.
On the e-commerce side, click & collect and e-booking are now accessible, understandable and directly actionable from the Ci Fête Ca website, transforming existing and underexploited traffic into a concrete conversion lever.
On the technical side, Magento multi-brand architecture offers the group a platform capable of absorbing future developments, pooling developments and managing seasonal themes (Halloween…) according to the sites, directly from the back office.
What the project has confirmed
Working with Feast Day for several years has allowed us to consolidate a reliable response to their e-commerce issues, their internal organization, and their development ambitions. It is this depth of relationship that makes possible a project like this: technically complex, commercially strategic, and delicate to calibrate in terms of brand identity.
A multi-teaching project is not limited to duplicating a theme. It calls for fine reflection on architecture, pathways, SEO management and back office governance. It is precisely this type of challenge that DBM likes to take up: where technical complexity must serve a simple and natural experience for the end user.
