Heal’s, founded in 1810, champions and commissions emerging British design talent as well as showcasing established brands, to supply modern contemporary furniture boasting premium craftsmanship. Heal’s needed to migrate from Magento 1 to Adobe Commerce in order to expand operations and increase the flexibility of the ecommerce store.
Heal’s wanted to expand beyond the capabilities of the Magento 1 platform, to allow for future growth to meet the ambitions of the company. Increasing functionality, such as adding additional order tracking for example, was requiring full integration with M1; a process that was increasingly untenable. Extensions were available on the platform, but they were no longer being supported as the platform became redundant. Adobe Commerce allowed full API and extension installation to facilitate full capability and expansion of the Heal’s ecommerce offering, allowing roadmapping for future growth.
Interviews were conducted with in-store staff to map specific information. This helped validate assumptions about customers, such as what features, advice and tutorials would they like added to products and information. UX pain points of the existing site were established; how can we improve usability, the display of the brand, colour preferences, colour contrast, accessibility options, etc. Templates were built in Page Builder for Category Landing pages, designed to showcase the designers that created iconic designs.
Cylindo is a 3D product visualisation platform that powers Heal’s 360 viewer. Cylindo was integrated with the Adobe Commerce Fotorama gallery so that both image galleries could run together seamlessly. The system allows full screen high definition, rendered imagery to be created of all Heal’s sofas using any fabric on the Heal’s website. This facility was a first of its kind; as Heal’s offers so many different fabrics to the end customer often there would never be a finished version of each product available for photography. What Cylindo allowed was a near perfect 3D render of each sofa with each fabric option at the touch of a button, that could be rotated and zoomed in on to provide as near perfect product imagery to the real thing as possible.
Amasty Store Locator and store pickup allowed Click and Collect via Google Maps. Customers would enter their location which would appear in Google Maps, Amasty Store Locator would show where pick up was available. Whether a Parcel Delivery, Special Delivery or Made to Order, end to end stock and journey messaging was displayed throughout for full transparency and feedback. For example, in the basket if two products are added, messaging such as ‘This order will be split into multiple deliveries’ would be displayed.
V12 Retail Finance allows Heal’s customers to pay for high value items with interest free credit loans, with terms ranging from 3-48 months, with no minimum deposit requirements. Available via dropdown menu in the Heal’s checkout page, loan agreement information is provided, the service then redirects to the V12 website for loan completion, which then seamlessly redirects back to Heal’s success page once complete.
Nosto onsite product recommendations and personalisation enables the analysis of the unique browsing and buying behaviour of every visitor to the site, which then builds individual customer profiles and displays the most relevant products across the website. Nosto AB testing was utilised on the product page to optimise features ‘you may also like’, ‘recommended to you’ & ‘we think you’ll like’.
The Klevu on-site search platform uses Natural Language Processing (NLP) and self-learning technology to enable a personalised experience and contextually relevant search catalog to enrich the depth and relevance of search results. Heal’s utilised smart category navigation, providing left hand side product suggestions, and straight to category functionality for direct terms, eg ‘Table Lamps’.
Heal’s needed to ensure a seamless omnichannel experience when using gift cards, whether customers were in store or online. Savvy gift cards were specially integrated with Adobe Commerce to allow Heal’s customers to use gift card credit in any location.
Feefo customer reviews were utilised and customised to build trusted relationships with customers, providing the tools to build relationships, improve brand reputation and make informed decisions on purchasing.