Works | Danube Home

Replatforming Danube Home to Adobe Commerce with Headless Architecture and PWA

Company Brief

Danube Home is the furniture business arm of the UAE-based conglomerate, Danube Group, which employs over 10,000 people. They are one of the largest furniture retailers in the Middle East, present in 6 countries with over 20 large format stores and e-commerce.

Danube Home aspired to aggressively grow in 35 countries leveraging their know-how and success in digital commerce. They approached Codilar for replatforming their existing website to an enterprise-grade platform with future-ready technology stack that could handle the scalability and flexibility the business needed.

Objectives &
Challenges

DANUBE HOME approached Codilar for replatforming their existing website to an enterprise-grade platform with future-ready technology stack that could handle the scalability and flexibility the business needed.

  • Scalable architecture & platform: Launching in 35 countries on a single Adobe Commerce instance with over 50K+ skus required the platform to be robust & battle-tested to withstand high traffic, data and possible attacks. The existing website built on the open-source version was not meant for this.
  • Mobile First & Lightning Fast: The platform had to offer a mobile-app like speed and experience to impress the mobile-heavy traffic (85%+) in the middle-east. Being in the B2C furniture space also meant product discovery and navigation has to be the fastest possible.
  • Real-time Personalization: Users buy furniture after exploring multiple options. The platform required the capability to show the right products in real-time with AI powered personalization.
  • Customizable to the bone: Being in a broad furniture category required the platform to be fully customizable to be able to achieve customized buying journeys for different product categories. The store also needed to have an RTL Arabic layout along with default LTR English.

Solution Approach

We knew we were going to be part of something very big, right from our first meeting with ALDO. Adobe Commerce was the no-brainer solution that ALDO needed which could address all their key objectives. Sheer power and flexibility of Adobe Commerce also ensured that it could satiate the future requirements.

We had very short time and had to align all key stakeholders to the project to dig out deep insights and make the project a thumping success.

Workshops

Our team of Solution Specialists and Business Analysts flew to Singapore for in-person brainstorming with all the key stakeholders. We pulled in people from all Marketing, Brand, Technology and Management and had rigorous sessions to capture priceless insights. We had to ensure all the teams were aligned to the ambitious goal.

6 Weeks Project Plan

We charted out a 6 weeks plan with 3 sprints of 2 weeks each for designing, developing and launching the first Singapore website. The team formation consisted of Product Owner, UX Designer, Magento Backend Developers, Magento Frontend Developers, QA and Scrum-master.

Solution Highlights

Adobe Commerce Cloud with Headless Architecture

We chose Adobe Commerce Cloud as the commerce engine for Danube Home considering the scalability it needed to launch in 35 countries with over 100k+ SKUs in the future. We built a headless frontend on NexPWA, Codilar’s proprietary PWA Solution which is written in ReactJS. We leveraged the inbuilt GraphQL api and also wrote custom ones to integrate the decoupled frontend and Adobe Commerce backend.

PWA with Lightning Speed

We enabled Progressive Web App capabilities to the frontend leveraging the out-of-the-box features of NexPWA. The PWA offered a mobile-app like experience to the users and also enabled the users to install on their home screen. Also the pages could now load at lightning fast speeds in under 200ms.

RTL Layout

We built a flexible interface to accommodate both English and Arabic layouts, that would be conducive to mirroring (since the passage of time in Arabic is Right To Left). We used effective localization as part of the asset design to portray design components and iconography in their regionally favoured variants.

Multi-Website, Multi-Currency

Within the single Adobe Commerce instance, we built 6 websites for the 6 countries with 6 different currencies, payment gateways and shipping partners.

Search and Recommendations by UNBXD

We integrated UNBXD AI engine to populate search results and recommended products based on customer’s browsing behavior and merchandising data.

Unified Inventory

We leveraged the Multi-Source Inventory feature of Magento to integrate and unify inventory data across all systems and touchpoints within Danube Home: warehouses, stores and ecommerce.

Click & Collect

To offer omnichannel experience, we also implemented BOPIS capability so that users could easily order online and pick in a near-by store. They could also feel the products by hand and switch for alternate products if they wish, at the store. This boosted the buyer’s confidence and increased the ecommerce conversions.

Integrations

We implemented bi-directional integration between the Adobe Commerce platform and the 2 major marketplace platforms Lazada and Shopee. This helped the ALDO team to further increase stock efficiencies and orchestrate orders across all the 3 channels: Stores, Marketplaces and Ecommerce.
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Testimonials

A reliable, young and vibrant team, guided by seasoned tech leads and architects, is Codilar. We have customized Magento to the highest level to suffice our business needs within a short frame of time. Without Codilar, it would have been improbable…Thanks”

Vijay G
 Head of IT, Jaygee Group of Companies

Results

  • 3X boost in website speed. Thanks to NexPWA
  • Increased mobile conversions due to PWA
  • Faster Go-To-Market and expansion with Adobe Commerce & Headless
  • Reduced dev-ops and overhead with Adobe Commerce Cloud
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