Digital Overhaul for Elevated CX and Seamless Product Discoverability for a Premium Jewellery Brand

About the Customer:

Many companies set out on their digital transformation journey with high hopes, but a significant number fail to deliver an exceptional customer experience (CX), which directly impacts multiple facets of their business—from sales to customer loyalty.

A poor digital experience not only frustrates customers but also causes operational inefficiencies, limits scalability, and results in recurring costs.

Our customer, a premium jewelry brand with 80+ stores across 30+ cities in India, faced the exact set of challenges when they set out on their digital transformation journey.

Business Challenge:

Despite their physical success, they struggled to offer a seamless and personalized digital experience to their online customers. Some of these key challenges were of the following nature:

• A poor frontend customer experience.
• Difficulty in finding relevant products and categories.
• Operational hurdles in creating and updating product and category content.
• Recurring high operational costs.
• Performance issues and non-scalability.
• Frequent payment failures.
• Inconsistent price and inventory updates.

These issues not only hindered customer satisfaction but also limited the brand’s potential for digital growth.

Embitel Solution

Realising  the need for a comprehensive digital overhaul for the customers’ brand, our experts stepped in to deliver a customized solution that addressed these challenges head-on and unearthed new opportunities for growth and customer satisfaction.

Here is an  overview of the solution that our team delivered in various phases:

• Seamless Migration to Magento 2.4.5: Our migration experts facilitated a smooth transition from Magento 2.3 to Magento 2.4.5, ensuring a more robust, secure, and scalable ecommerce platform.
• Integration with WhatsApp Commerce: To enhance the brand’s omnichannel and conversational commerce capabilities, we integrated the ecommerce platform with WhatsApp. This allowed for real-time engagement and personalized customer interactions, creating a more dynamic shopping experience.
• Enhanced Product Discovery and Browsing: We optimized the site structure and search capabilities using ‘Elasticsearch’, allowing customers to find relevant products and categories more easily. This improved both product discoverability and the overall browsing experience.
• Improved Payment Gateway: We tackled the payment failure issue by integrating a more secure and reliable payment gateway, which significantly reduced failures and increased order success rates.
• SEO-Friendly Platform: We ensured the new platform supported SEO best practices, helping the brand improve its online visibility and attract more organic traffic.

In addition to the above digital overhaul, the new ecommerce platform was rich with robust , state-of-the-art features:

Shop-by-Look: Enabled customers to browse products by curated looks, making the shopping experience more engaging.

Delivery Time Adjustment by Pincode: Personalized delivery options based on customer location, improving last-mile delivery.

Loyalty Programs: Integrated attractive loyalty programs to encourage repeat purchases and build customer trust.

Video Call Scheduling & Try-at-Home Option: Added convenience features that allowed customers to schedule virtual consultations or try on products from home
 

Embitel Impact :

With the expert digital intervention from our team our customer witnessed improved business performance and customer satisfaction along with :

• Simplified Catalog Management: Product and category creation and updates became faster and more efficient.
• Effortless Price and Inventory Updates: The admin team could to do  hassle-free updates on prices and inventory in real-time, keeping the website accurate and up-to-date.
• Enhanced Performance: The website’s speed and reliability improved dramatically, leading to a higher order success rate.
• Customer Trust and Loyalty: Integration of innovative features like shop-by-look and try-at-home, made sure that customers received a more personalised and trustworthy shopping experience.

Tools &  Technology:

• Magento 2.4.5: Running the ecommerce platform.
• Elasticsearch: search and analytics engine optimized for speed
• MySQL: database management.
• RabbitMQ: messaging and queueing solution
• AWS: scalable cloud infrastructure.