React.js
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Meteor.js
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Shopify Liquid
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HTML 5 + CSS3
Shopify shop & headless B2B catalog for an art publisher
Modern tech meets modern art
Overview -PGM Shop Relaunch& B2B Catalog
Out with the old and in with the new. It’s 2018 and PGM is on the lookout for a partner to re-vamp their aging online shop, which is when they found us. We were able to create a completely new E-Commerce customer experience for them.
Client
PGM ArtWorlD
Services
Tech consulting
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UX Design
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UI Design
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Web development
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App development
Duration
5 Months
The team
1 Tech Consultant
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1 Project Manager
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2 Front-end
Engineers
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2 Back-end
Engineers
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1 UX Designer
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1 Visual Designer
Challenges & goals
PGM faced a technical conundrum – the system they so heavily relied on (Shopware 4 Shop) was expiring. A system they’d been using for years and that already had all their individual elements, such as picture configurator and a B2B mode for the numerous partners of PGM, set up. They knew moving this vast and important amount of data wasn’t going to be easy, and they needed their new site to have all the functionality of their old one – if not more!
Our approach
We needed to start from the very beginning. First up, decide on a suitable shop system. We needed a system that could support and serve as a basis for PGM’s E-Commerce infrastructure. Second up, we needed to create a concept that took both B2C and B2B customers into account.
53k+
Visitors in the B2C Shop after the relaunch
8+
Products migrated successfully
8
Especial dream team employees
0
Planned maintenance hours / month
Roadmap - From A to B, the Road to the Finish Line
The first thing that needs to be decided on is the correct IT infrastructure, as this will serve as the basis of the project. Together with the stakeholders, we run through the Concept Phase of establishing wireframes and developing features in Design Sprints or UX Workshops. The wireframes are then refined in Visual Design in terms of color and aesthetics, and ultimately converted into program code.
Tech Consulting
Concept & UX Design
Visual Design
Programming
→ Tech consulting -
Go for multichannel
During the initial consultation, it quickly became clear that the requirements for an online shop for end consumers, and an online shop for PGM's B2B partners, are very different. This made classic shop systems impossible to use due to the unique sales stance and requirements PGM had. Alright we thought – challenge accepted.
The decision was to target the customer groups via different channels. End consumers would use a modern, cloud-based Shopify shop. B2B partners receive their own, highly individualized shopping experience as part of an online B2B catalog on a headless basis.
Problem solved. This clever tactic ensures that both customer groups receive the perfect user experience that they are after. We provide PGM with a tailored approach and user experience, without creating more work for PGM due to a central product management system.
With stellar tech comes clarity. Thanks to the separate sales channels we created, end consumers are no longer confused by information intended for resellers and have their own happy online experience. While B2B partners receive unique features such as customer-specific wish lists and a white label function for customer presentation in the store.
→ Concept & UX UI Design
01 Configuring Individual Images
PGM offers high-quality prints which come in many different formats and materials. As part of the relaunch, we modernized the image configurator. This allows both end consumers, as well as B2B partners, to order the design of their choice.
02 Good for PGM, Good for the Environment
The abolition of unnecessary paper – finally. PGM typically sent out an annual catalog showing their current range to all their partners. We designed and developed a stylish online art catalog, reducing the printing costs and shipping costs for these catalogs. We also created the portal in white label mode, for resellers to present their shops to customers too.
03 B2B2C Features
PGM's partners can use the online art catalog to create wish lists for their customers. With temporary access, customers can even take the selection of images home with them and order from there. The orders are automatically passed on to PGM through their partners.
04 User-friendly for All
A complex obstacle that we simplified. With our creation of separate channels, product information of both channels is fed directly from Shopify, with customers groups only seeing the information important to them. Tailored tech that creates no extra fuss for PGM.
→ Visual Design -
A Visit to the Museum
The PGM range of art speaks for itself. Our job was to create a design layout that allowed the artwork to shine as it should, whilst maintaining top tier shopping functionalities and not letting the tech take from away from the art.
We felt inspired by museums, art books, and art history – which is why we kept the layout simple. Crisp and captivating text with cutting-edge design elements.
Let’s get product focused. We let the images of artwork take up the majority of the window so that even small details can be recognized easily – with artwork so beautiful, we knew consumers would want to see the details too. For the well-known artists, information about their careers is also provided online. We also encourage browsing by showing images of the same genre to shop visitors.
The B2B catalog has more functionality, as the resellers are familiar with the PGM range and need less navigation assistance. We’ve made sure to create great tech but to always highlight the impressive works of art first and foremost.
→ Programming -
Hello Shopify & Clever Technology
The B2C shop was developed as a classic Shopify shop with a powerful product configurator. The B2B catalog, on the other hand, is a headless front-end. This sources its content from Shopify and enriches it with B2B data from other systems.
Front-end
Back-end
GraphQL
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Node.js
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MongoDB
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Meteor.jsh
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AWS
Outcome & outlook -
Only Blue Skies Ahead for the Digital Future
Without a hint of rain or a cloud in the sky! The PGM artworks are truly impactful on the new B2C online shop that we created. The outsourcing of the B2B catalog led to an increased order volume for many partners, as the new B2B2C features are very much in vogue.
53k+
Visitors in the B2C Shop after the relaunch
8+
Products migrated successfully
8
Especial dream team employees
0
Planned maintenance hours / month
Client reference -
A force of nature
“Especial – what a force of nature! They came up with great ideas to re-organize our B2C and B2B E-Commerce. The B2B catalog gives us a leg up over competitors and is even attracting new partnerships!”
- Jörg Kühn-Thomas, Owner
+28%
more orders from PGM B2B partners
New USP
PGM has the most cutting-edge digital sales tools throughout the German art publishing world
