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Zwilling Beauty Group
REDSTAGE CASE STUDY
PRECISION & PERFORMANCE
Redstage and Zwilling Beauty Group (ZBG) partnered to migrate three Magento 1 sites to Magento 2 Commerce Cloud and launched the first-ever stand alone site for Zwilling Beauty. This merge resulted in an 87% increase in overall revenue.
REDSTAGE CASE STUDY
PRECISION & PERFORMANCE
Redstage and Zwilling Beauty Group (ZBG) partnered to migrate three Magento 1 sites to Magento 2 Commerce Cloud and launched the first-ever stand alone site for Zwilling Beauty. This merge resulted in an 87% increase in overall revenue.
Zwilling Beauty Group is part of the rich, long-standing tradition of Zwilling J.A. Henckels. Trademarked in 1731, Zwilling J.A. Henckels is one of the world’s oldest and most recognizable brands. Zwilling Beauty Group is comprised of three major beauty brands, Zwilling Beauty, Tweezerman, and QVS. ZBG chose Redstage to begin the next chapter, unifying the company’s online properties, and enhancing multi-national eCommerce capabilities for Tweezerman all while building a digital voice for Tweezerman and Zwilling Beauty brands.
Case Study Featured In
Patricia Chen
Global eCommerce Manager
Zwilling Beauty Group
What's it like to work with Redstage?
"Redstage has become an extension of our team. With their support, we were able to launch three new sites in two different countries all within the same month. The team at Redstage worked relentlessly to meet tight deadlines and accommodated our challenging schedules spanning across various time zones. We've already seen positive improvements with our new Magento 2 sites, and we can't wait to see how far we can push our KPIs in the year ahead!"
OUR STORY
Head-to-Toe Essentials
It’s an all too familiar story. An enterprise retailer with multiple sites on various platforms seeking to consolidate its digital infrastructure and propel international growth. The retailer also needed a significant overhaul of its inventory and purchasing options to manage multi-national operations.
On top of these goals, one of ZBG’s brand’s Tweezerman faced additional challenges: Seeking to create a page to streamline the customer experience with their tool sharpening service for certain products and implementing a custom engraving feature, while improving conversions and increasing average order value across the board.
The Challenge
The new sites needed to remain independent of one another, but be manageable under a single Magento instance for easy monitoring and management. The new stores also required different inventories, shipping methods, and multi-currency options.
The ZBG team also noted the importance of keeping the sites’ CX in-tact to avoid alienating customers, requiring custom design work (since Magento 2 themes are quite different from those of Magento 1).
The Solution
Choosing Magento Commerce Cloud as the optimal platform for the project, Redstage and ZBG were able to accomplish all of the goals mentioned above and more. The implementations took approximately 10 months to complete, culminating in the course of a few weeks when we launched four new stores:
The U.S.-based website (Tweezerman.com), two Germany-based websites (Tweezerman.de and Zwillingbeauty.com), and the UK-based store (Tweezerman.co.uk).
It’s an all too familiar story. An enterprise retailer with multiple sites on various platforms seeking to consolidate its digital infrastructure and propel international growth. The retailer also needed a significant overhaul of its inventory and purchasing options to manage multi-national operations.
On top of these goals, one of ZBG’s brand’s Tweezerman faced additional challenges: Seeking to create a page to streamline the customer experience with their tool sharpening service for certain products and implementing a custom engraving feature, while improving conversions and increasing average order value across the board.
The Challenge
The new sites needed to remain independent of one another, but be manageable under a single Magento instance for easy monitoring and management. The new stores also required different inventories, shipping methods, and multi-currency options.
The ZBG team also noted the importance of keeping the sites’ CX in-tact to avoid alienating customers, requiring custom design work (since Magento 2 themes are quite different from those of Magento 1).
The Solution
Choosing Magento Commerce Cloud as the optimal platform for the project, Redstage and ZBG were able to accomplish all of the goals mentioned above and more. The implementations took approximately 10 months to complete, culminating in the course of a few weeks when we launched four new stores:
The U.S.-based website (Tweezerman.com), two Germany-based websites (Tweezerman.de and Zwillingbeauty.com), and the UK-based store (Tweezerman.co.uk).
OVERALL GROWTH: REVENUE
87% Growth in Overall Revenue
The newly launched sites generated an 87% increase in revenue for 2019, compared to 2018.
OVERALL GROWTH: AOV
20% Growth in AOV
The newly launched sites generated an 20% increase in average order value for 2019, compared to 2018.
OVERALL GROWTH: VOLUME
24% Growth in Transaction Volume
The newly launched sites generated a 24% increase in purchases for 2019, compared to 2018.
BLACK FRIDAY BOOM: REVENUE
193% Growth in Black Friday Revenue
The newly launched sites generated a 193% increase in revenue for Black Friday 2019, compared to Black Friday 2018.
BLACK FRIDAY BOOM: VOLUME
190% Growth In Black Friday AOV
The ZBG team experienced a 190% increase in average order value for Black Friday 2019 over Black Friday 2018.
TRAFFIC BOOM: PAGE VIEWS
160% Growth In Page Views
The ZBG team experienced a 160% increase in page views for 2020 over 2019.
TRAFFIC BOOM: MOBILE SESSIONS
58% Growth In Mobile Sessions
The ZBG team experienced a 58% increase in mobile sessions for 2020 over 2019.
A NEW SLATE
Here’s What’s Next
ZBG’s new site designs were updated to reduce friction as much as possible, especially during checkout. The new stores are easy to navigate, order processing is smoother, and there’s less friction across all stages of the customer journey. The centralized infrastructure consolidates maintenance, making upkeep and support much easier than it has ever been between the sites. This was a major focal point for the ZBG team, and they are very happy with the results. Given the incredible short-term results, we anticipate a banner year for the brand’s online sales in 2020.
ZBG’s new site designs were updated to reduce friction as much as possible, especially during checkout. The new stores are easy to navigate, order processing is smoother, and there’s less friction across all stages of the customer journey. The centralized infrastructure consolidates maintenance, making upkeep and support much easier than it has ever been between the sites. This was a major focal point for the ZBG team, and they are very happy with the results. Given the incredible short-term results, we anticipate a banner year for the brand’s online sales in 2020.
RELATED WORK
CUSTOMER SUCCESS STORY
JURA COFFEE
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Case Study – Lawn Mower Tire Store Mobile Optimization
GREENER PASTURES
Redstage conducted a series of A/B tests for Lawn Mower Tire Store across devices, successfully increasing revenue per visitor 25% though our free Mobile Optimization Initiative.
PROOF A/B TESTING GETS THE JOB DONE
Redstage conducted a series of A/B tests for Lawn Mower Tire Store across devices, successfully increasing revenue per visitor 25% though our free Mobile Optimization Initiative.
Since 1994, Lawn Mower Tire Store has dedicated itself to ensuring customer satisfaction and providing high quality tires, wheels, inner tubes, and bearings at competitive prices. Now the company is adapting for the next generation of shoppers.
Digital Marketing Coordinator,
Lawn Mower Tire Store
How did the Mobile Optimization Initiative help your business?
"We were struggling with mobile conversions and the MOI program helped us with the insights and adjustments we needed. This data-driven, forward-thinking program is certainly worth a try."
OUR STORY
Getting A Grip On Mobile
A robust inventory and fast shipping already set Lawn Mower Tire Store apart from their competition, but like most eCommerce merchants, they were looking for ways to increase revenue—specifically with mobile sales.
The Problem
Redstage identified a key issue: on desktop and mobile, the checkout button was only visible to the customer if they scrolled to the very top of the page. They could see that the sites’ Average Order Value (AOV) and other data points compared well with other sites who had seen success with making the checkout button more observable for better conversions.
The Tests
Redstage implemented a “Sticky Cart Header” to test how customers would respond to having the CTA (call to action) visible more often. This included making the cart button more obvious on desktop by moving it to the header, which “sticks” and scrolls with the page. On mobile, they added a second cart button that is always visible on the page once an item is added to the cart.
A robust inventory and fast shipping already set Lawn Mower Tire Store apart from their competition, but like most eCommerce merchants, they were looking for ways to increase revenue—specifically with mobile sales.
The Problem
Redstage identified a key issue: on desktop and mobile, the checkout button was only visible to the customer if they scrolled to the very top of the page. They could see that the sites’ Average Order Value (AOV) and other data points compared well with other sites who had seen success with making the checkout button more observable for better conversions.
The Test
Redstage implemented a “Sticky Cart Header” to test how customers would respond to having the CTA (call to action) visible more often. This included making the cart button more obvious on desktop by moving it to the header, which “sticks” and scrolls with the page. On mobile, they added a second cart button that is always visible on the page once an item is added to the cart.
Test 1: Desktop
Sticky Header
Within the one month testing period, the changes to the header yielded a 24.91% increase in revenue per visitor (RPV) for customers involved in the test.
Test 2: Mobile
Second Cart CTA
Within the same testing period, the changes to the mobile site drove a 7.03% increase in RPV on mobile for customers involved in the test.
Test 1: Desktop
Sticky Header
Within the one month testing period, the changes to the header yielded a 24.91% increase in revenue per visitor (RPV) for customers involved in the test..
Test 2: Mobile
Second Cart CTA
Within the same testing period, the changes to the mobile site drove a 7.03% increase in RPV on mobile for customers involved in the test.
MOVING FORWARD
Here’s What’s Next
Thrilled with these initial results, Lawn Mower Tire Store is now rolling out the experiments site-wide, using the data they gathered to capitalize on their full user base. They’ve implemented a sticky checkout on mobile, and have made the checkout more visible on desktop. With more than 38% of their site traffic coming from desktop and 55% coming from mobile phones, the merchant eagerly anticipates the full impact of the optimization experiments. Join the Mobile Optimization Initiative for free today to see how well you can do!
Thrilled with these initial results, Lawn Mower Tire Store is now rolling out the experiments site-wide, using the data they gathered to capitalize on their full user base. They’ve implemented a sticky checkout on mobile, and have made the checkout more visible on desktop. With more than 38% of their site traffic coming from desktop and 55% coming from mobile phones, the merchant eagerly anticipates the full impact of the optimization experiments. Join the Mobile Optimization Initiative for free today to see how well you can do!
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CUSTOMER SUCCESS STORY
JURA COFFEE
Read about how Redstage helped Jura Coffee revamp their web presence and grow at an extraordinary rate.
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