Breden Kids
Case study: How the Breden Kids e-shop won the Digiteo of the Year award
Merle Leemet
Breden Kids
Who is Breden Kids?
Breden Kids is a family business that produces children’s clothing from high-quality materials, all designed and made in Estonia. Their signature product is the patented hat-scarf, which perhaps every parent in Estonia is familiar with.
Breden Kids is undoubtedly the most loved children’s clothing brand in Estonia. Their cute dogs have won the hearts of thousands of children and their parents.
Project’s goal
However, the children’s clothing market is wide and the battle for attention is fierce: to win customers, you need to stand out and act consciously. Since the main sales channel of Breden Kids is their own online store, they wanted to improve the user-friendliness of the e-store on both computers and mobile phones in order to stay competitive and increase performance.
Previously, their e-shop was built on the OpenCart platform, but it quickly proved inadequate for their requirements, suffering from functionality issues and sluggish performance. This rendered the e-shop virtually unusable, with pages taking minutes to load, resulting in a highly inconvenient shopping experience for users.
Solution
We unpacked Breden Kids’ business objectives and their e-business vision and concluded that the most suitable platform for building an e-store for Breden Kids was Magento.
We considered a number of different solutions before coming to a decision. The options included the stable Magento 1 or the still-developing Magento 2.
However, given Breden Kids’ ambitious goals, the decision quickly leaned towards Magento 2.
Despite some experts recommending the stable Magento 1 platform, the decision was made to proceed with Magento 2, as investing in end-of-life software was deemed impractical for the client.
What are Magento’s strengths?
It is technically more complex than some other platforms, but it is very easy for the store owner to manage and categorize products on this platform. It is also possible to add personalized and varied solutions to the flexible platform designed specifically for e-shops, because every shop wants to be in line with its brand values and peculiarities. Read more about the advantages of Magento (https://www.acty.ee/magento/).
Technical Challenge
The real challenge was the fact that Magento 2 was a newly released platform, and the developers’ experience with it was limited. The deadline for the opening of the e-shop was also tight: the goal was to open the page within one month. Thanks to Magento 2’s excellent customization capabilities, we managed to launch it within 1.5 months, which is a very good result in the world of building large-scale developments.
Through this experience of working with “oven-warm”, buggy software, we gained deep insights into the technical intricacies of Magento 2, establishing our team’s strong technical competence in Estonia, at the very least.
Furthermore, we had the opportunity to create a unique checkout solution for Magento, which, based on measured results, provided tangible benefits to the client’s business outcomes. When creating the checkout solution, we used the VueJS javascript framework.
Don’t burden the client with unnecessary movements!
With the help of the agency Trinidad Wiseman, user journeys were analyzed and mapped, and a new solution was designed based on this data. Data processing showed that although many people reached the online store through Facebook ads, the purchase process was abandoned due to a poor experience. Based on this, the new e-shop was designed with the goal of minimizing unnecessary steps and box fields during the purchase process – a common reason for incomplete purchases. Since the target group of Breden Kids also includes young mothers with little time, it was necessary to make the purchase process as easy and fast as possible, particularly on mobile devices.
So, in addition to the simple management and visual appearance of the store, the focus was on a well-thought-out and personalized checkout solution. For example, while at the checkout, the buyer can easily change the color and size of the selected product or see campaign offers, while having to enter as little information as possible to complete the purchase. The whole process is quick and clear for the customer.
Breden Kids’ new e-shop is also the winner of the Digitegu 2018 website development category!
If you sell a high-quality product, the e-shop cannot fall below this standard
The creation of a new e-store paid off for Breden Kids: the number of abandoned shopping carts significantly decreased, customer satisfaction increased, and at the same time the burden on customer support decreased. All in all, due to the improved shopping experience, the company’s marketing costs also decreased, and the new store meets Breden’s product quality standard, which is undoubtedly necessary for creating and maintaining the brand identity.
Used technology
