Magento front on Hyvä, new phygital strategy: how did a technical choice change the whole experience?
How to turn an e-commerce site into a traffic engine for 70 physical stores?
Expertise
- Cross selling
- E-commerce
- Hyvä
- Delivery method
- Customization tool
- Redesign site
- UX design
Technologies
Year
- 2023
We present to you Holiday Day
Partying’s been their business for 30 years
Day of Feast, it is a beautiful Auvergnate company that has grown well: today 70 stores in France and Belgium, all dedicated to the art of celebrating.
His concept? Anything to party. This is a program that we like at DBM. Birthdays, weddings, costumes, decorations, table arts… Party Day covers the entire spectrum of the party, with a simple and effective concept: let each customer go back with exactly what he needs to make his event memorable.
A festive brand, a strong network, a loyal clientele. The ideal combination to tackle an ambitious overhaul, carried by a complete migration from the front to the front Hyvä
The challenge: reverse the logic, the web at the service of the store
On the site and in store, the approach to Holiday is simple: be sure to find everything you need for a party perfectly tailored to your desires. It involves a large number of items in stock, the creation of original and unique objects, and a truly à la carte delivery.
So far, the Holiday site was functioning as a full sales channel, with home delivery and an aging Magento (Luma) front, heavy to maintain and penalizing performance side. The new ambition was twofold: migrating the front to Hyvä to completely upgrade the technical stack, and refocus the entire e-commerce strategy on physical stores.
Two projects, one coherence: putting technical performance and user experience at the service of the business.
The strong axes of the solution
Migrating the front to Hyvä: modernization at the heart of the project
The classic Magento front (Luma) accumulates inherited code, heavy libraries and unnecessary queries. Hyvä does a clean table: less JavaScript, CSS optimized via TailwindCSS, a mobile-first thought rendering from the first line. The result is immediate on performance scores, and lasting.
For Holiday, this Hyvä base also made it possible to simplify maintenance and lay the foundations for faster future developments to deploy. It was this same front which then served as the basis for the recasting of the Ci Fête Ça, proof of its robustness and reusability.
Synchronize inventory in real time by store
Each store has its own stock, its own availability. The site had to reflect reality in real time so that the customer knew exactly what to remove, where and when. A strong technical requirement, perfectly absorbed by Hyvä architecture.
Preserving SEO positioning during migration
The redesign involved a large volume of new URLs. There is no question of sacrificing years of natural SEO for a technical overhaul. The visibility gained had to be protected, despite the complete change of the front base.
The result
The analysis conducted by DBM three months after the commissioning shows a positive balance on all the axes: technical performance, traffic, SEO and order quality.
In terms of performance, Hyvä keeps all his promises. The Google PageSpeed score translates the results directly related to the technical choices: CSS bundle by template, unnecessary JavaScript library deletion, strict adherence to Core Web Vitals. The transition from Luma to Hyvä is measured on each page.
Traffic side, the new strategy generates significant growth. By comparing the same period before and after posting, the number of active users increased by 66%, and total volume of organic clicks of 19%. Careful management of redirections during migration has preserved the existing SEO positioning, despite the introduction of many new URLs.
Command side, the abolition of delivery did not degrade the quality of purchases, on the contrary. The average basket increased by 23% and the number of items per order 38%. Customers who place orders buy more and more qualitatively, in line with the objective of a store-oriented journey.
What this project has confirmed to us
An e-commerce site can bring people to the store. Really.
The removal of home delivery could have been scary. In practice, it has made it possible to concentrate every euro and every line of code on what matters: creating envy, directing towards the right store, convincing to take action.
Hyvä’s choice as a front base was not cosmetic. It conditioned the performance, maintenance and speed of evolution of the site. It is this modern technical base that has made it possible to link on the recast of Fête Ci Fête A few months later, by reusing the entire front. A technology investment that makes a profit after project.
