Building LOVI’s strong brand identity across
20 markets with Pimcore-based CMS
LOVI is a leading European baby products and accessories brand. While beginning global expansion of rather demanding products, the company was in need of a flexible online platform suited to setting up over 20 sites adjusted to various markets and cultures. The answer was Pimcore.
WHAT DID THEY NEED?
Growing almost as fast as their users, LOVI was in urgent need of a new platform that could match the brand’s rapid development. The future platform had to be flexible, easy to scale and adjustable to various markets’ specifics.
"First of all, our the old system couldn't provide multiple language versions, nor its variants adjusted to geographical or cultural regions, which in case of babies’ products can be crucial for business. Secondly, the existing UI and UX didn't respond to the way that modern customers consume information." - Stefan Mazurek, eCommerce Manager at LOVI Brand
The company decided to move on from the old custom system that wasn’t adapted to their business needs, and inhibited the development and introduction of new functionalities. LOVI invited Divante to partner with them and to lead the process of technological transition. The cooperation started in 2017.
After analysis of the brand’s new business needs, the companies decided to use, in this implementation, PIM and CMS delivered by Pimcore. LOVI’s product base has over one million records and Pimcore was the best solution to handle all product-related data without any problems. Pimcore’s product information management system was the best option to organize and distribute LOVIs’ digital assets.
In addition, the Pimcore CMS module is flexible and enables quick and independent editing by persons responsible for the brand's communication. The system also enables fast and effective creation of various language versions. This was extremely important in the case of LOVI as the company wished to develop a multisite consisting of separate domains in different languages
WHAT DID WE DO?
Within the project, Divante was responsible for the entire migration process. It started with pre-implementation analysis, during which LOVI's needs were translated into appropriate system functionalities. Next, new frontends for the website were designed on the basis of graphics provided by the brand, and all the necessary integrations were made.
"The biggest advantage of the new LOVI platform is ease of use. As an eCommerce software house, we delivered all the necessary modules and features, and so the client uses them to build the whole system exactly as he needs" - Marta Borowiec-Salwa, Project Manager at Divante
The website is based on the latest version of the Pimcore software. The team works in a continuous integration model, which means that developers integrate code into a shared repository up to several times a day. This model has one basic advantage as there is significantly less backtracking to discover where things went wrong, so you can spend more time building features.
WHAT ARE THE RESULTS?
The effect of the work is the LOVI multilanguage site, which is constantly growing thanks to subsequent language versions and subsequent services targeted at young mothers. In the end, the whole service is to be available in over 40 languages, where the biggest challenge is in the cultural differences (such as those between European and Arabic cultures). The approach to infant care in each country can vary a lot. LOVI respects such diversity in every aspect and adjusts its services and communication accordingly to market specifics. Luckily, Pimcore’s PIM is flexible enough to serve different content (including text, images, and video) for any version of the site.
On the website, users will find a wide variety of products with complete information that you can easily filter. Aside from product descriptions, LOVI presents useful information and practical tools. Future parents will find a pregnancy calendar with information and advice, a parenting calendar, a breastfeeding course and help in case of problems related to breastfeeding.
Any of these features can be launched separately on each website version according to the maturity of the market or engagement of the local community. This way, LOVI can stimulate growth on new markets or fully support existing communities which in some cases, e.g. activities on the brand's forum, can generate more than 400k unique visits on a site.
transferring the LOVI brand to a new, flexible and scalable Pimcore-based platform
shortening time-to-market and engaging local entities in the process
providing LOVI's team with an independent tool for building a consistent brand identity globally
giving the possibility of serving content and enabling features adjusted to the market's specifics
implementing a new user experience compatible with current trends and customer expectations
flexibility to extend the platform by implementing additional mechanisms or third-party extensions
WHAT DOES THE FUTURE HOLD?
As the project is a typical multisite system, the company can expand LOVI’s platform with new domains, new language versions, and features.
"What we enjoy the most is the elasticity and speed with which we can modify the new lovibaby.com and answer our customers' expectations. We can easily experiment with content or features, take learnings and scale the best solutions globally. Pimcore’s PIM gave us technological independence." - Kama Falandysz, Project Manager of the LOVI Brand
Having a platform with all these basic features allows LOVI to enter and expand new markets. Local entities and partners can fully participate in this process and additionally shorten their time-to-market.
While learning new market specifics, the basic webpage can be enriched with additional features well adjusted to the needs of local customers. This could be a tips module, where parents can share their experiences and evaluate the advice of others, a module for testing new products, rating them and adding opinions, or a special forum for young mothers.
A Pimcore-based CMS can also be extended at any time by implementing additional mechanisms or third-party extensions. LOVI's new platform allows for anything that fits the local market requirements or parents’ needs, simplifies the buyer’s journey and, in the end, creates a strong and trusted brand identity.