Project Team
Paybox, Chasetech, Salesforce
Visit the site
Visit the siteMake Up For Ever is a French cosmetics brand, owned by LVMH, whose distribution is handled largely by Sephora.
Make Up For Ever teams turned to Adyax as it was in need of a completely new approach to eCommerce and a fresh face for their enterprise CMS.
To advance their business and increase sell-through, they wanted to introduce direct, global eCommerce sales while still using their partner network for distribution. To accomplish this, the brand needed a robust multinational, multilingual, open source e-commerce solution that would allow for both best in class digital marketing and back-office efficiency. The challenge included to move from a B2B selling strategy into B2C online commerce by designing and building a centralized B2C solution to serve many geographies with localized shopping experiences, with differentiated regional content and pricing. The solution needed to seamlessly integrate to a variety of country-specific systems, including product inventory management (PIM) and pricing, discounts or promotions, and it required new content strategies, such as connecting products with how-to guides and tutorials, and supporting mini-sites through centralized, multilingual content management.
About the project
Adyax, PCIS, and Make Up Forever, produced a set of specifications to describe both the business and technical requirements needed to support and optimize the solution.
The up-front requirements revealed that the incumbent Magento platform did not provide the needed support for marketing content and multilingual capabilities. Adyax recommended Drupal for a better web content management experience.
Once requirements were in place and the platform chosen, we led two development teams; the first architected and configured the enterprise content management system, integrated with Magento, while the second made use of existing creative assets and sliced the code from the existing site to quickly create a new theme for the Drupal eCommerce experience. This approach helped avoid duplication of effort and introduced ongoing efficiency to the development and site maintenance process by keeping the front-end and back-end code separate.
Technically speaking, the team implemented feeds functionality to enable easy import and export of content by business users and site administrators, panels to enable marketing to create custom layouts, Apache Solr for improved user experience with search results, and a customized version of Entity Translation to meet their exact needs for granular control over various text fields to meet ensure localization goals. We then built a comprehensive import and export system for products which allows editors to continue to edit product information their preferred format and quickly import to the site, and third party integration to the incumbent ERP and several Point of Sale (POS) solutions.
The website is accessible from one domain and consolidated on a central web content management system. It allows for regional creative freedom, while introducing business process efficiency and reducing total cost of ownership both for marketing and technology, throughout the brand. The brand benefits from a centralized set of marketing tools and a shared identity across all countries, while regional brand managers can localize appropriately within the brand guidelines. Overall site structure and content are controlled, but creative freedom exists and the country level; a centralized product catalog is also translated and localized through the system.
Why Drupal was chosen
Initially, Make Up For Ever's website strategy was to provide a powerful brand identity, by displaying its catalog, articles for helping customers and other related content, like videos and present in different countries.
Additionally, the brand needed some flexibility to in terms of their future eCommerce needs
Drupal was suggested as a powerful solution to their tech needs:
- a powerful CMS, flexible enough to integrate design that suits the look and feel of Make Up For Ever
- a robust architecture that can manage high traffic, through a well done caching system
- a flexible solution using different modules, including Commerce module to implement near future eCommerce needs
Technical Specifications
Drupal version:
Key modules/theme/distribution used:
Domain : For managing multi countries
Commerce : For implementing E-Commerce checkout
Feeds : For managing import of Catalog
I18N : For multi language support
Search API : For catalog navigation
