BRAND: Concrete

INDUSTRY: eCommerce

COUNTRY: UAE, KSA, Qatar, Egypt

Concrete’s eCommerce Transformation: Enhancing User Experience with Seamless Features and Multisite Functionality

For its brand reinvention, Concrete added many User Experience enhancing features that drove its market share higher

Client Overview

For over 35 years, Concrete has been synonymous with men’s fashion. Initially focused on denim and cotton, the brand transitioned to more premium apparel products for men and kids. The inspiration from Italian design has carried the brand into a multinational presence. The brand needed market-leading eCommerce features to reflect its positioning as a top-tier clothing retailer.

Services Utilized

Web Development

Integration

Custom Software

Mobile App Development

Tech Stack

Shopify

Symfony

Magento

Products Offered

Shirts / T-shirts

Trousers / Jeans Accessories

Footwear

Swimwear

Business Functions Served

Customer Service

Branding

Sales

Finance

The Challenge

The Concrete brand realized its online presence needed to be upgraded to match its premium products. For the website, this meant a new design with better templates and navigation to assist users in finding what they wanted. Besides this, the mobile application also needed modernization.

To achieve these goals, Concrete sought a bunch of desired features that were all customer-focused and would considerably enhance conversion rate and engagement.

The existing product listings were quite basic and uninspiring. Several features commonly found on top eCommerce portals were missing, leaving lead generation opportunities on the table.

Most web shoppers have a short attention span. As was standard practice, the Concrete store required users to sign up to shop on the store. This would be a barrier to conversion in some cases. A solution needed to be implemented to capture bouncing users.

Apart from its home country of Egypt, Concrete’s operations had expanded to three other regional countries: UAE, KSA, and Qatar. Localized eCommerce stores were required for each market for the best user experience.

The Concrete brand wanted its own mobile application to ease the shopping process for users and to notify users of various promotions easily.

The Concrete brand needed a centralized, secure internal web store management portal for its employees and managers. This would also be the data analysis and customer segmentation portal.

Various software tools catering to different business functions, and hardware such as POS needed integration with the eCommerce website and internal management portal.

The Concrete ecommerce website and app would need to be fast in terms of load time, have no broken functions, and delight users with their performances. This would also ensure SEO for the website and app.

Our Solution: User-Facing

Objects developers introduced a host of neat features into the Concrete eCommerce website and mobile app. These features are designed to keep users engaged with the brand and up to date on current offers and promotions. Specifically, we deployed these changes to modernize Concrete’s web store:

Notify Me: If an item a user was interested in was out of stock, or if they were interested in a discount on it, the user can now request to be notified via email or mobile push notification when it’s available in stock or a promotion applies to it. This change increases the conversion rate and revenue for Concrete.

Pre-Booking: If there’s a hot new product to be released soon, Concrete eCommerce store and app users can now pre-book it to reserve their piece before it gets sold out. This feature allows Concrete to model demand for specific SKUs and adjust procurement and production accordingly.

Color Variations: Every product has a range of colors. Instead of having to create separate listings for each color, now Concrete could allow color selection in a single listing. This change simplifies the site structure, improves performance, and the customer doesn’t remain ignorant of all their color options.

Wishlist: If a Concrete web store or app user cannot purchase a product currently, they can add it to a wishlist which can be shared with loved ones. On special occasions such as birthdays, anniversaries, and other celebrations, the user’s preferred product can be gifted to them through the wishlist.

Guest Checkout: Some users don’t like signing up on eCommerce stores. For such instances, we implemented a guest check out feature which increases the likelihood of a conversion and increases revenue for Concrete.

Our Solution: Multisite and App

For online shopping, most users prefer to browse products, check reviews, and order on their mobile devices. Concrete wanted to capitalize on this trend and Objects produced the finest solutions.

Rebuilding: We Rebuilt the Concrete e-commerce site using WordPress and WooCommerce. This is the best platform for the brand’s requirements.

Multisite: Objects developers developed independent eCommerce stores for each region. However, the brand identity, elements, and voice were retained so as to maintain the brand equity.

Concrete App: Objects developed, tested, and launched the Concrete shopping application on both major mobile platforms, Android and iOS. These applications have tens of thousands of satisfied users, and updates are periodically carried out to further enhance the user experience and security.

Our Solution: Back-End Infrastructure

The user-facing Concrete website and app can’t run smoothly if the foundation isn’t right. That’s why we built a robust infrastructure for both touchpoints to perform at their best.

Admin Management: Objects developers created an admin panel to manage website features, integrations, WooCommerce plugins, and customer groups. This allows the brand to segment users, study user behavior, and have an all-in-one portal for all business operations.

System Integrations: We connected the website and app to payment gateways, Google Analytics, Mailchimp, SMS services, and existing POS systems. This created a holistic network of feedback and data collection, integration, and analysis.

Performance Management: Objects developers worked to improve Concrete web store performance to ensure faster load times and a smoother user experience. The feedback from users on Google Play Store and App Store was also used to plug any performance issues in the Concrete app.

Concrete Team’s Feedback on Project Completion

We are pleased with the new features, including product variations, promotions, and many others that enhanced our system. We appreciate Objects’ quick responses to feedback and their ability to implement necessary changes. Concrete also values Objects’ collaboration with third-party vendors during the integration process.

★★★★★

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