Need to Know
- eCommerce migration from Shopify Plus to Adobe Commerce to better support enterprise level merchandising with large scale catalogue
- Intuitive and powerful UI allows customers to find and book salon services online via their Adobe Commerce account
- Admin system for merchant to manage salon services (custom product type) and related marketing/CMS content
- Admin system for merchant to manage information about salon locations
- Integration with ERP/POS to sync information related to products, services, service inventory by location, customers, products orders, and service reservations
Client
Chatters is a leading Canadian brand that operates as a hybrid service provider and multi-brand omnichannel retailer with more than 110 salon locations across Canada.
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Brief
Northern launched the new Chatters digital experience leveraging Adobe Commerce and an integration with LS Central (POS/ERP) to marry the brand's key revenue drivers - product sales and salon services. This was accomplished by augmenting the brand's traditional product-focused online catalogue with an intuitive location-based experience for customers to find and book their salon appointments.
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Challenge
Prior to using Adobe Commerce, Chatters used disparate systems to capture eCommerce sales and online bookings for services offered in physical locations. This meant customers had to navigate a disjointed experience to access our broad selection of products and high end salon services. Internal stakeholders also had to move between multiple different interfaces and underlying databases to complete workflows across various business functions (i.e. marketing, sales, customer service, physical retail operations).
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Strategy
When presented with the opportunity to invest in new technology across back-office and customer-facing systems, Chatters' leadership partnered with Nothern to complete a thorough comparison of eCommerce platforms, ultimately deciding to replace Shopify (eCommerce) and MyTime (service bookings) with Adobe Commerce. Adobe Commerce was selected in large part due to the flexibility it offers when the robust out-of-the box eCommerce feature set needs to be extended to accommodate very specific ways that a brand operates or interacts with its customers to gain a competitive advantage.
Key Outcomes
Seamless Customer Experience
In partnership with Northern, Chatters' customer-focused approach to digital transformation has positioned the brand as a leader/innovator in their industry. It now has the ability to provide a customer experience that combines traditional product sales with a booking system for services. This unified interface not only allows customers to access everything the brand offers in once place online, integrations with other business systems (ERP, POS) ensure that when they interact with the brand in physical locations, the front line staff have the information they need at their fingertips to provide a truly seamless omnichannel experience.
Increased Operational Efficiency
Using a single platform to power online sales channels for both product and service has improved efficiency for the teams that manage the web experience, online marketing, and even downstream fulfilment workflows.
Systems Integrations
To power the new Chatters customer experience and support a variety of business functions, Northern integrated Adobe Commerce with the following purpose-built applications and platforms as part of this project:
- Point of Sale (POS) - LS Central
- ERP - Microsoft Dynamics 365 Business Central
- Marketing Automation - Salesforce Marketing Cloud
- Customer Data Platform - Salesforce Data Cloud
- Customer Service - Gorgias
- Data Feed Management - DataFeedWatch
- Location Data Management - Uberall
- Site Search and Product Discovery - Klevu
- Payment Gateway - Global
- Buy-Now-Pay Later (BNPL) Consumer Financing - Klarna
- Gift Cards - Givex
- Product Reviews - Bazaarvoice
- Service/Brand Reviews - Trustpilot
- Fraud Prevention - Signifyd
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