Durlinger
Video: how Durlinger approached the choice process
Watch videoA major step forward in usability & conversion with headless platform
Durlinger
Family business Durlinger's Schoenbedrijf is a Dutch shoe store with a rich history. In 1881, Joseph Durlinger opened his first store in Sittard. Since then, the organization has grown steadily, and Durlinger owns over forty shoe stores below the Dutch rivers. A good webshop strengthens these physical stores, just as a beautiful pair of shoes completes an outfit.
Since 2020, Durlinger and XSARUS have been working together to make the webshop as successful as the physical stores. The new step in this collaboration? A headless architecture.
New positioning: happy feet, happy people
In 2020, XSARUS took over Durlinger's webshop and carried out the replatforming to Magento Open Source. The goal at the time? Establishing a stable base upon which Durlinger could build for the future.
Now, a few years later, Durlinger is in the midst of a repositioning with the new slogan: “happy feet, happy people”. A reference to comfort, affordability and service, which should also be felt online. In addition, it was time to update Magento Open Source to the latest version. This investment could be directly combined with the repositioning and redesign of the Durlinger e-commerce platform. A new step in the collaboration with XSARUS has been taken.
In XSARUS we have found a reliable and skilled partner. Of course, we already knew XSARUS was a good builder of webshops, but in this project, they really took us by the hand. The roadmap we developed together with XSARUS provides us with guidance for the future.
Why headless?
During a number of workshops, Durlinger and XSARUS developed a roadmap with the wishes for the new platform. Key points of attention were:
- Redesign of Durlinger.com
- Improved filtering and search function
- Specialisation approach as 'shoe professionals'
- Happy Neighbourhood Store Locator
Together, we thought about which solution could best meet these new wishes and goals. One thing was certain for Durlinger: Magento Open Source is here to stay. Durlinger is satisfied with this e-commerce base and the previously realised integrations. However, the shoe retailer sought more creative freedom in the webshop, in order to powerfully express the repositioning online. The solution turned out to be a headless architecture.
Magento Open Source and Prismic CMS
For the headless setup, Magento Open Source and the Prismic content management system are used. This successful combination has already been implemented by XSARUS for many names in the fashion and lifestyle industry.
- Magento Open Source is responsible for all e-commerce functionalities and communicates via APIs with the front-end store view and the Prismic CMS system.
- Prismic offers Durlinger the desired flexibility and freedom and provides many possibilities in the area of inspirational pages, blogs, snippets, banners, text, and video.
Integrations
In addition, links and integrations with Voyado, Sizebuddy, and the Avelon ERP cash register system have been upgraded to further optimise Durlinger's IT architecture.
More webshops under the Durlinger umbrella
The webshops shoetimeonline.nl and riekeronlineshop.nl also belong to the Durlinger's Schoenbedrijf B.V. These webshops are fully integrated into the new headless setup, where they retain their own unique appearance in terms of fonts, logos, and colours. Schoenmaatjes.com, another brand within the group, now represents the children's range within the Durlinger webshop and is also integrated in the physical shops in this way.
With this new platform, we are truly ready for the future again. We have designed the new shop entirely ourselves and it embodies our new proposition. We were also able to create a nice connection with our physical shops. The stock of the shops is visible online for the consumer and we can present our shops in a nice way.
Boost for user-friendliness and conversion
The Durlinger e-commerce platform has improved in terms of both look and feel and user-friendliness and conversion. Thanks to Elastic Search, the search functionalities in the webshop have improved significantly. Filtering has also been revamped. Previously, a standard template was used, but now a quick selection option is available, making the size filter directly visible without having to expand the filter menu.
The XSARUS multi-step checkout process has been optimised and strong micro-copy has been applied throughout the webshop. All to make the customer's ordering process as simple as possible.
Creative freedom
The roadmap goals have been achieved and the repositioning is clearly felt online thanks to the creative freedom that Prismic offers. Durlinger has been able to post relevant and inspiring content, such as blogs full of tips and tricks about the purchase and maintenance of shoes.
Promising result
We look back on a successful rebuild, from which Durlinger is already reaping the benefits: within the first four weeks after going live, the conversion rate and the average order value have increased and Durlinger's turnover has received a boost.
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Conversion rate
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Continuously increasing e-commerce success
The years of collaboration between Durlinger and XSARUS are paying off. This implementation also went smoothly thanks to Durlinger's strong vision combined with XSARUS's %YEAR-EXPERIENCE% years of experience. We remain involved in the further development of the webshop, with collaboration based on mutual trust and weekly contact moments. The goal is and remains to continue to increase Durlinger's e-commerce success.
We still have plenty of plans for the future and with the flexibility we have through the headless setup, we can beautifully express these online.
Marvin de Reuver
Senior Account Manager