DID Electrical

Challenges

When it comes to home appliances and technology, customers want to make informed decisions. It doesn’t matter whether it’s a “big” purchase like a fridge or a “small” purchase like a mouse, choosing the best option is important and that requires some research and advice from reliable sources. In store, the DID team can offer their expertise and tailor recommendations based on the customer. Online, DID Electrical wanted to achieve the same experience where customers could explore options with ease and be able to get reliable information and recommendations as well as enjoying a pleasant shopping experience from start to finish.

Solutions

As one of Ireland’s largest in store and online retailers, DID Electrical could benefit from the enterprise level capabilities of Shopify Plus and became one of the earliest movers in Ireland to adopt at such a large scale. We collaborated closely with the DID’s in-house ecommerce team to complete the migration to Shopify and customise platform integrations carefully chosen to enhance the customer experience.

It was also important for DID to plan the move to Shopify taking into account their peak trading season coming up to Black Friday and Christmas. Our dedicated project team took care to plan the migration to go live in September well in advance of the busy season.

Platform Migration

Shopify Plus offered the retail giant more control over the appearance of the site than they had on Magneto which had been heavily loaded with custom code. Most surface changes are now much more straightforward.

Integrations

StudioForty9 helped to transform many of DID Electrical’s pain points around the customer experience online into levers to engage customers and trigger conversions by identifying and customising the following enhancements:

  • StudioForty9’s bespoke application LERP has been used to integrate stock and pricing
  • Evosoft ERP (enterprise resource planning)
  • Courier integration with DPD and AnPost
  • Bespoke shipping rate calculator designed to cater to vast range of product sizes, weights, geographies and special discounts/promotions.
  • Multiple payment options including Shopify card payment, Humm, Paypal, Stripe
  • Bespoke shipping rate calculator designed to cater to a vast range of product sizes, weights, geographies and special discounts/promotions.
  • Click & Collect options
  • Detailed search capabilities eg. search by energy rating
  • Pre-order functionality
  • Find in store functionality
  • Product installation on selected items & locations
  • Dyson and Miele integration
  • Manual product merchandising
  • Cart add ons including warranties and installations
  • Compliant with SEAI energy labels ratings
  • Energy savings on each product & customer advocation
  • IsiteTV integrating javascript into selected brand product pages (product videos on selected brand pages)

Outcome

[key-results]

While 2020 & 2021 brought exponential growth in online shopping as a result of lockdowns during the Covid-19 pandemic, DID have been able to sustain a growth in conversions as a result of the move to Shopify Plus along with other key online store enhancements.

“StudioForty9 have been working with DID Electrical for many years but 2021 presented one of the biggest challenges yet which was a migration from Magento to Shopify Plus. I have to say, the migration was textbook. Planning was thorough, communication was paramount and the cross-team collaboration was excellent. The guys at SF9 have an intelligent appreciation of how our large omnichannel retail business operates and we work together to meet the challenges in innovative and creative ways. I enjoy our working relationship and look forward with confidence.”

Katy Attwood, Ecommerce Manager

DID Electrical

DID have partnered with StudioForty9 to consistently adapt and improve their online store to ensure the best possible experience for their customers. For DID this means providing the right information in the right place at the right stage of the customer’s journey. They have achieved this through the identification of innovative & custom built functionality such as a highly accessible search bar, detailed information on products, energy ratings and delivery and installation checkers.

Project Overview

Client DID Electrical

Website www.did.ie

Platform Shopify Plus

Services Platform Migration, Custom Integrations, Ongoing Customer Success Programme

Client Background DID Electrical is one of Ireland’s top retail brands selling the best of home appliances and technology from top brands such as Samsung LG, Sony, Whirlpool, Miele, Dyson and many more. They started a single family-owned store in 1968 and have since expanded to employ over 350 people across 23 stores nationwide. The family ethos is still at the core of the Irish owned store with teams working together to deliver excellent customer service and value to every customer.

Challenges

When it comes to home appliances and technology, customers want to make informed decisions. It doesn’t matter whether it’s a “big” purchase like a fridge or a “small” purchase like a mouse, choosing the best option is important and that requires some research and advice from reliable sources. In store, the DID team can offer their expertise and tailor recommendations based on the customer. Online, DID Electrical wanted to achieve the same experience where customers could explore options with ease and be able to get reliable information and recommendations as well as enjoying a pleasant shopping experience from start to finish.

Solutions

As one of Ireland’s largest in store and online retailers, DID Electrical could benefit from the enterprise level capabilities of Shopify Plus and became one of the earliest movers in Ireland to adopt at such a large scale. We collaborated closely with the DID's in-house ecommerce team to complete the migration to Shopify and customise platform integrations carefully chosen to enhance the customer experience.

It was also important for DID to plan the move to Shopify taking into account their peak trading season coming up to Black Friday and Christmas. Our dedicated project team took care to plan the migration to go live in September well in advance of the busy season.

Platform Migration

Shopify Plus offered the retail giant more control over the appearance of the site than they had on Magneto which had been heavily loaded with custom code. Most surface changes are now much more straightforward.

Integrations

StudioForty9 helped to transform many of DID Electrical’s pain points around the customer experience online into levers to engage customers and trigger conversions by identifying and customising the following enhancements:

  • StudioForty9’s bespoke application LERP has been used to integrate stock and pricing
  • Evosoft ERP (enterprise resource planning)
  • Courier integration with DPD and AnPost
  • Bespoke shipping rate calculator designed to cater to vast range of product sizes, weights, geographies and special discounts/promotions.
  • Multiple payment options including Shopify card payment, Humm, Paypal, Stripe
  • Bespoke shipping rate calculator designed to cater to a vast range of product sizes, weights, geographies and special discounts/promotions.
  • Click & Collect options
  • Detailed search capabilities eg. search by energy rating
  • Pre-order functionality
  • Find in store functionality
  • Product installation on selected items & locations
  • Dyson and Miele integration
  • Manual product merchandising
  • Cart add ons including warranties and installations
  • Compliant with SEAI energy labels ratings
  • Energy savings on each product & customer advocation
  • IsiteTV integrating javascript into selected brand product pages (product videos on selected brand pages)

Outcome

Key Results

11%

INCREASE IN AOV

0.09%

INCREASE IN AVERAGE NUMBER OF ORDERS

0.96%

CONVERSION RATE INCREASE

While 2020 & 2021 brought exponential growth in online shopping as a result of lockdowns during the Covid-19 pandemic, DID have been able to sustain a growth in conversions as a result of the move to Shopify Plus along with other key online store enhancements.

"StudioForty9 have been working with DID Electrical for many years but 2021 presented one of the biggest challenges yet which was a migration from Magento to Shopify Plus. I have to say, the migration was textbook. Planning was thorough, communication was paramount and the cross-team collaboration was excellent. The guys at SF9 have an intelligent appreciation of how our large omnichannel retail business operates and we work together to meet the challenges in innovative and creative ways. I enjoy our working relationship and look forward with confidence."

Katy Attwood, Ecommerce Manager