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We added these modules and extended them as well as mainting the code:
- Big pipe is new since drupal 8 and introduces a way to load and render blocks which have a high cache invalidation, or are uncacheable, during the stream of the response. This increased the perceived performance and feels like your site is very fast. https://www.drupal.org/project/big_pipe_paragraphs
- This module will help you prevent the loading of specific parts and related scripts of a page until consent for placing Cookies and related technologies is given. This module is primarily intended to support compliance with the GDPR. https://www.drupal.org/project/cookie_content_blocker
- Creates a language negotiation based on a domains language settings. https://www.drupal.org/project/domain_language_negotiation
Synetic transformed the online customer experience of global player JB Inflatables. The result is an attractive, accessible platform where content and e-commerce come together. Customers can easily buy products, get inspired and get advice.
About the project
Together with our partner Henry Handsome we translated JB Inflatables' growth strategy into an accessible, customer-friendly website. A platform where every type of visitor finds its way effortlessly. The website is enriched with fun elements; reminders of the fun JB's inflatables are meant for. We made the buying process easier and faster. A huge improvement, both for JB Inflatables and for customers. In short: a shop, showroom and service environment all in one.
In order to serve the three different target groups in a customized way, we created a separate sub-platform for each target group. One digital universe, with three different worlds. Distinctive in color, visual design and product presentation. The website is clear and easy to navigate. A smart mega menu shows the various products at a glance.
Renewed brand identity
The renewed brand identity is full of fun. The digital animations on the website are particularly eye-catching. Color boxes are subtly inflated, shapes seem to bounce and products in the shopping cart bounce up and down.
In addition to being a showroom and a showcase, the website adds value for JB customers. They find practical advice, tips and professional online promotion packages: everything to enable them to increase their own sales with the products. And that's exactly what JB sells its customers: not bouncy castles, but turnover.
Technical challenges
The website has been live and is the primary source for customer interaction for some years for JB Inflatables. However, a website is never "ready" and that is why JB Inflatables has been investing in this medium very strongly. Especially during COVID times that hit the entertainment industry hard, we have been working together with the customer as hard as possible to make sure the site would be in top notch condition and ready for a post COVID society.
This means we have been working hard with the Product Owner of JB Inflatables to make sure we would add as much value as possible by working our way through the user stories on the backlog. During the last year, this means we have been working on the three main topics for JB Inflatables; the marketing part, the user experience and the commerce part of the website itself. These three combined make that we get as many new eyeballs on the website as possible(marketing), convert them into prospects by having the experience of the best possible journey (UX) and make them buy the products in an easy way (commerce).
User experience
When it comes to the marketing part, we have been extending the website webforms that integrate with the mass email service Mandrill. The integration consists of webforms with Mandrill that takes into account the "world" (internationalization and localization) from which the mail must be sent in order to also apply the correct styling (dynamically) per email. We also made sure optimize the website for the new standard in SEO, web core vitals. This means we created link tags to quickly load the image that impacts the largest content-full paint, we load fonts separately from the css and use more efficient image style options through picture elements for devices. We also added lazy loading of images to increase the perceived speed.
With regards to making sure the user is getting the best User Experience, we created a new template. In this template we created a megamenu made possible by combining layout builder in menu item entities. We also added a lot of animations to spice up the site, for example a bouncy castle when one completes the commerce checkout on the "thank you page". By adding small elements like this all over the website, we increased the revenue in a time where the entertainment industry was hit hard due to Covid restrictions.
Due to the extensive use of paragraphs, we made it possible for the webmaster to use the beautiful design components to build dynamic well-designed pages to inspire potential customers. On top of that we introduced the concept of "worlds", targeting a different audience. By the simple concept of color coding, we make sure the user knows what service he or she is using. A distinction is made between Inflatables (blue), aimed at rental companies of inflatables. We also added "Promotions" (pink), aimed at creating marketing material by branding inflatable props for customers. For example, of a finish arc at a running event. The Leisure part (green) is not yet live yet and is aimed at Recreational companies such as campsites, amusement parks and play parks for all kinds of needs. Each of this world has its own color that is included in all related pages such as products and communication.
Commerce
Lastly, we focused on the commerce part of the website. We added a lot of AJAX for the shopping card cart integration with all animations. Since the website consist of 11 different domains as storefronts for different regions with different languages, units and for example currencies, we added multidomain Drupal Commerce, in which the complexity is to relate domain to commerce store and ensure that translations across all types of entities can be properly loaded and managed.
We added Mollie payment gateway integration as well as give Google the shopping feed, bith resulting in direct higher ratios on the checkout page. We also added Elasticsearch integration with search autocomplete (word suggestions and live results).
With multidomain Drupal Commerce, the complexity is to relate domain to a commerce store and ensure that translations across all types of entities can be properly loaded and managed. We did this and contributed our code (see below). Lastly, we added the option to select a favorite and being able to send them in a quote request, a kind of mood board with which you give inspiration towards an assignment to a designer
Why Drupal was chosen
JB Inflatables quickly wants to become the global number one in the business of inflatable objects such as bouncy castles, obstacle courses and promotional materials. To achieve that, the company wants to offer its customers a seamless online experience. To achieve that goal, not only the website, but also JB's brand identity needed a transformation.
The customers of JB Inflatables formed the starting point for a strategic positioning. There are three clear target groups. Among the main customers are rental companies, which in turn generate turnover with the inflatable attractions. JB Inflatables also designs and produces promotional materials for large companies, from cheerful sky dancers to custom-made inflatable stages for festivals. The third target group consists of customers who develop complete inflatable play paradises.
The new JB brand and website must attract, convince and inspire. For that, a high-end online showroom is a must. A place where you can buy products in a fun and easy way. But also a place that inspires and advises entrepreneurs, so they can generate turnover with the products of JB themselves.
Technical Specifications
Drupal version:
