What we did
- Designed and developed a centralized B2C eCommerce platform on BigCommerce
- End-to-end redesign of the customer journey to connect online and in-store experiences
- UX/UI design to improve navigation, product discovery, and drive-to-store dynamics
- Integration of over 180 stores, 40 warehouses, and multiple partners into a unified ecosystem
- Implementation of an Order Management System (OMS) to optimize order handling and enable Click & Collect
- Built a flexible ecosystem through integration of catalogs, payments, services, loyalty, and third-party tools
- Integrated Bloomreach Engagement as a CDP and marketing automation platform across key touchpoints
OUTCOMES
OVERVIEW
Trony embarked on a digital transformation journey with the goal of creating a seamless connection between its network of physical stores and its eCommerce ecosystem.
The starting point was a fragmented experience, where online and offline channels operated independently, limiting the ability to deliver a consistent and integrated customer journey. With a network of over 180 stores, multiple warehouses, and numerous partners involved, managing product availability, pricing, and promotions was a significant challenge.
At the same time, it was necessary to address different user behaviors: promotion-driven customers, exploratory users without a specific product in mind, and users with clear purchase intent.
Through benchmark analysis, data insights, and UX research, a key opportunity emerged: transforming eCommerce into an omnichannel hub capable of driving traffic to physical stores while enhancing the digital experience.
The goal was to build a unified and scalable ecosystem that connects systems, data, and touchpoints, delivering a consistent and efficient experience across all channels.
3 BIG TAKEAWAYS
From disconnected channels to a true omnichannel ecosystem
Previously, online and offline experiences were separate, limiting continuity between digital touchpoints and physical stores. The new platform connects eCommerce, retail locations, warehouses, and loyalty systems into a single ecosystem, ensuring real-time alignment of data and operations. This enables a consistent experience across all channels and strengthens the relationship between digital and retail.
From product search to a drive-to-store experience
One of the main objectives was to turn eCommerce into a tool capable of generating in-store traffic. Features such as store selection, localized promotions, digital flyers, and real-time availability allow users to easily find products and reserve them for in-store pickup. This approach enhances the role of physical stores, fully integrating them into the digital customer journey.
From fragmented data to real-time personalized engagement
Customer data was previously spread across multiple systems, limiting marketing effectiveness. With the integration of a CDP and marketing automation platform, all touchpoints, eCommerce, loyalty, and digital flyers, are now connected. This enables real-time communication, automated customer journeys, and a unified customer view, significantly improving campaign effectiveness and engagement levels.
THE NEW EXPERIENCE IN ACTION
An integrated ecosystem between retail and eCommerce
The platform acts as a central hub connecting stores, warehouses, and digital channels. Users can browse products, check availability in their preferred store, and access localized promotions, all within a consistent and seamless experience.
A frictionless Click & Collect experience
At the core of the experience is a fully integrated Click & Collect service. Users can reserve products online and pick them up in-store, with real-time visibility into pricing, availability, and active promotions. This simplifies the purchasing process and strengthens the connection between digital and physical channels.
A scalable foundation for omnichannel growth
The platform is built on a robust and highly integrated architecture that connects OMS, ERP, payment gateways, catalog providers, and customer service tools. With the integration of Bloomreach Engagement, the ecosystem enables real-time data activation, automated workflows, and scalable multi-channel communications. This allows Trony to continuously evolve its omnichannel strategy and deliver increasingly personalized experiences.
