Works | Shure
From Stage to Screen: How Codilar Orchestrated Shure India’s Seamless D2C Debut
Execution Summary
Shure—the world’s most revered microphone maker—sought to amplify its Indian footprint with a direct‑to‑consumer (D2C) channel that could match its acoustical pedigree. Codilar delivered a future‑ready Magento‑powered Progressive Web App (PWA) that:
- Accelerated site speed by 71 %, lifting conversions 2.1× and revenue 25 % YoY.
- Automated tax, BIS and logistics workflows, eliminating compliance friction.
- Equipped Shure with a modular, data‑driven stack primed for rapid feature rollouts and nationwide scale.
- Boosted operational agility—marketing teams now launch campaigns in minutes, not days.
The result? A unified commerce experience that turns every Indian audiophile into a loyal Shure evangelist.
Company
Overview
Since 1925, Shure Incorporated has dominated professional audio with an estimated 30 % global share in live‑sound microphones. From the iconic SM58® to Axient® Digital wireless systems, Shure’s gear powers Grammy stages, Fortune 500 boardrooms and broadcast studios in 120+ countries. Headquartered in Illinois, the privately held brand operates engineering, manufacturing and experience hubs across the USA, Mexico, China, Germany, the UK, Dubai and Singapore
In 2017, the company founded Shure Audio Technologies Pvt. Ltd. in Hyderabad to spearhead its South‑Asian growth. The subsidiary manages a nationwide network of authorised dealers, integrators and service centres while nurturing a fast‑growing enthusiast community. Yet its commerce strategy remained channel‑centric; Indian consumers could research Shure products, but the brand lacked a controlled, content‑rich platform to convert that interest into direct sales and data insights. With premium audio demand surging, Shure’s leadership prioritised a scalable D2C engine to unlock deeper engagement, higher margins and continuous feedback loops.
Objectives & Challenges
Ahead of launch, Codilar conducted a rigorous assessment of Shure’s end‑to‑end commerce capabilities.
The challenges below had to be addressed to realise the brand’s D2C vision.
The challenges below had to be addressed to realise the brand’s D2C vision.
Experience & UX
- Create an app‑like PWA that loads in<1.5 s even on patchy 4G, mirroring Shure’s premium feel.
- Educate buyers with interactive demos, specifications and comparison tools—critical for high‑involvement audio purchases.
Architecture & Compliance
- GST/BIS Automation – Generate compliant invoices, embed HSN codes and manage wireless certifications without manual overhead.
- Modular Integration Layer – Seamlessly plug in payment gateways, regional courier APIs and future services.
Operations & Scalability
- Zero‑downtime deploys to support nationwide promo bursts (e.g., World Music Day) without performance cliffs.
- Real‑time visibility into orders and returns for proactive support.
Data & Marketing
- Own first‑party data to fuel personalised campaigns and cross‑sell strategies.
- SEO lift to outrank marketplace listings and reclaim brand search traffic.
Solution Approach
The engagement called for a fundamental architectural overhaul—Shure turned to Codilar to drive the transformation.
Discovery‑led Blueprint
Workshops with stakeholders produced data‑driven personas and a journey map that tied every build decision to a clear business outcome.
Modular Magento 2 + NEX‑PWA Core
Chosen for its scalable, component‑based architecture, the stack delivers app‑like speed while keeping future feature additions plug‑and‑play.
Instant Discovery & Event Messaging
Elastic Search surfaces SKUs in milliseconds; RabbitMQ coordinates asynchronous events such as order‑status webhooks and BIS validation calls.
Automated Compliance Layer
A custom GST engine calculates multi‑slab taxes and embeds buyer GSTIN on invoices, while a BIS micro‑service validates wireless certifications in real time.
Frictionless Payments
Razorpay integration offers secure UPI, wallet and card options familiar to Indian shoppers, cutting checkout friction.
Cloud‑Native DevOps
Blue‑green pipelines on AWS, auto‑scaling groups and New Relic observability guarantee zero‑downtime deploys and resilience up to 5 k concurrent users.
Solution Highlights
- Lightning‑fast PWA – Sub‑1.3 s TTI on mobile; Add‑to‑Home‑Screen prompts drive repeat usage.
- Smart Catalog Layer – Rich media management with 360° image spins and spec‑sheet downloads.
- GST‑Smart Checkout – One‑page flow auto‑populates HSN, applies zone‑based tax and triggers e‑invoice PDFs.
- Real‑time Order Tracker – Courier webhooks displayed in My Account, reducing “Where’s my order?” tickets by 35 %.
- Elastic Search & Guided Filters – Application, polar‑pattern and price filters help pros zero in on the perfect mic.
- CI/CD Pipeline – Blue/Green with rollback button; average release time cut from 2 hours to 15 minutes.
- Data‑Driven Personalization – GA4 + custom CDP events feed look‑alike audiences, lifting email CTRs 22 %.
Results and Impact
Operational Efficiency
- –40 % customer‑service workload via automated tracking and RMA flows.
- Release velocity 8× faster thanks to CI/CD and infrastructure‑as‑code.
Data Accuracy & Reliability
- 100 % GST compliance with zero manual corrections since launch.
- BIS validation latency <200 ms, ensuring only certified SKUs reach checkout.
Customer Experience & Revenue Impact
- 71 % faster mobile loads (4.5 s → 1.3 s) beating industry PWA median of 2.8 s.
- 2.1× conversion rate lift (1.2 % → 2.5 %).
- +25 % YoY D2C revenue —industry average post‑PWA lift is ~12 %.
- 18 % higher AOV through intelligent cross‑sell widgets.
Scalability & Future‑Readiness
- 5 k concurrent‑user resilience validated, paving way for livestream drops
- Modular micro‑services layer allows rapid adoption of headless CMS or AI‑led recommendation engines.
Conclusion
From a fragmented channel strategy to a unified, scalable commerce powerhouse, Shure India’s transformation underscores Codilar’s end‑to‑end digital commerce mastery. By weaving modular architecture, compliance automation and experience design into one seamless fabric, Codilar didn’t just launch a site—we set the stage for Shure’s next century of audio innovation in India and beyond.
