BRAND: US POLO
INDUSTRY: eCommerce
COUNTRY: EGYPT
Riding Into Egypt: Behind US Polo’s Go-to-Market Success
Bringing the iconic US Polo brand to a new market through an eCommerce website
Client Overview
US Polo Assn. is an apparel brand with a range of products for men, women, boys, and girls. It’s the official lifestyle brand of US Polo Association, a non-profit organization promoting the spirit of the regal sport and its culture. For its retail launch in Egypt, the company needed a reliable agency partner to launch an online shopping store that meets all performance, usability, and brand guidelines standards.
Services Utilized
Tech Stack
Products Offered
Business Functions Served
The Challenge
U.S. Polo Assn.’s e-commerce goal is to offer a seamless online shopping experience for customers in Egypt.
While the principles of eCommerce web development are standardized, for a globally recognized brand, market development does come with challenges.
The company needed a partner to develop its online store with an understanding of market dynamics, the best technical tools for the local market, and the optimum online sales strategy.
A key objective was to automate:
- Go-To-Market Challenges
- Complying with Brand Guidelines
- Smooth System Integrations
- Building Technical Infrastructure
- Collecting Real-Time Data
There’s no one-size-fits-all all approach to launching a renowned brand in a new country. Although many of the products across various countries are similar, there is much that needs to be done to customize and adjust a website to the local audience.
How do Egyptians perceive online apparel shopping? What are their frequently asked questions? How should store policies be framed? What tool integrations would be best for a web store serving the Egyptian market? How can US Polo Assn. get the best SEO position for its primary keywords?
For a brand of a 134-year-old organization, compliance with guidelines is imperative. The company needed to ensure the eCommerce website’s visual presentation meets the brand elements down to a T.
It needed to implement a specific brand voice in all content on the website. Other requirements that not just any eCommerce development agency could meet are upholding the highest standards in terms of eCommerce policies, website structure, theme selection, and offering comprehensive information to visitors.
A major brand like US Polo Assn. needs a solid system to ensure nothing gets by overlooked. Any mishap in operations can dent the brand’s credibility. People expect high standards from renowned brands, so the company had to ensure all aspects of running a web store, from procurement to customer doorstep delivery happen without any hitches.
For example, a web store has to show prices in the local currency. Web stores require extensions for this purpose. Which one should be deployed so that it always displays proper pricing? The content in Arabic has to be in line with brand guidelines and accurately convey information. How should this translation be handled? Similar integrations were required for inventory management, logistics, and customer management.
In web development, the foundation of a successful online store is choosing the correct technical infrastructure. The website has to remain accessible to users at all times. In the consumer’s mind, the uptime of a website indicates the quality of the product a company is selling. US Polo Assn. needed a location-appropriate hosting provider, so that during sales season, the website wouldn’t crash from an influx of traffic.
Similarly, the custom theme development had to have proper custom layouts, and templates for product pages, checkout flows, and all other sections using HTML, CSS, JavaScript, and Magento’s XML system. Extensions, caching, CDN, image optimization, and database optimization were other essentials.
US Polo Assn. didn’t want to gallop blindly around its new market. It knew the importance of gathering data in real time after the launch of its web store. Consumer behavior is unique across the world. Cultures and traditions dictate the types of products people are interested in, and what they expect from online stores. Yet, all of this can only be revealed by hard, accurate, actual data from visitors.
US Polo Assn. needed analytics integration: conversion tracking, attribution tracking, and funnel optimization to ensure maximum conversions.
Our Solution: User-Facing
We ensured a top-notch User Interface and User Experience to match the brand’s positioning in the market.
Our Solution: Internal
Objects implemented robust internal and backend systems on US Polo Assn. eCommerce store. This allowed the brand to meet its global service standards, leading to customer delight.
Our Solution: Value Addition
We provided US Polo Assn. the tools it needed to succeed and scale in its new market. As Objects has experience working for clients from diverse markets, we don’t just build a straightforward website and call it a day. Objects went above and beyond for US Polo Assn.
After launch, US Polo Assn. achieved impressive results
91% users feel the web store’s User Experience is good
<2 second load time
Store’s sales come from many different SKU categories
What We Do for your Success
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