Digital Commerce Experience For A Sportswear Brand
Net Solutions helped 2XU in scaling up its global presence by launching multiple eCommerce websites in various countries and integrating them with the multiple ERP's in 2XU stores to sync the ordering and inventory management of offline and online channels.
Background
2XU stands for "Two Times You," which symbolizes the multiplication of human performance. It was founded in 2005 by Clyde Davenport, Jamie Hunt and Aidan Clarke. 2XU Pty. Ltd. is an Australian multi-national corporation engaged in the design, development and sale of sporting wears.
The Problem
2XU already had a wide presence in Australia and the stakeholders were looking to scale up their growth by launching themselves in various countries like United States, Canada, Hong Kong, and so on. This included opening of recent stores in these countries as well as launching dedicated eCommerce websites, bearing in mind, the main currency and taxation variance for all these nations.
The Solution
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Process and Engagement Model
To scale faster in the minimum possible time and launch multiple websites, 2XU's eCommerce team hired a team of eCommerce specialists at Net Solutions to work on the 2XU projects. In addition, a Project Manager from Net Solutions' side worked closely with 2XU's eCommerce and marketing teams. 2XU began with two developers initially; however, they increased to six Magento developers during their one-year relationship with us.
Collaboration and Communication
Project collaboration was done using Basecamp and Jira. All project communication was done using email, phone calls, GotoMeeting and Skype.
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Technology Stack
All the multiple eCommerce websites for 2XU were developed using Magento eCommerce platform. The major challenge was managing the unique currency and taxation variance for each of these countries and their conversions to get a uniform reporting in a single currency. Besides Magento's default features, a lot of customization was done to achieve this. The other challenge was integration with multiple ERP systems like Apparel 21 and implementing A/B testing and various third party analytics solutions to understand the customer behaviour. The team has been very flexible throughout and happily adjusted to the early morning (4 A.M) shifts sometimes because of multiple time zones.
The Result
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Unparalleled User Experience For All Customers Globally
The new 2XU platform offers all the essentials of a seamless online shopping experience. These included improved product searching and navigation capabilities, advanced product filters, fast free shipping on all orders, package tracking, 30-day hassle free returns (either online or in store) and friendly live chat for instant answers during business hours in Australia, USA, Canada, New Zealand, UK and the European Union.
Enhanced Retail Experience
By launching multiple websites in different countries in compliance with the taxation and currency variations, 2XU has been able to offer a more personalized retail experience.
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Single Platform With A Uniform View
The new 2XU platform integrates both offline data about products, orders and sales with the online data gathered from Magento websites of a particular location to multiple locations. It also provides a single view to the Admins.