Barkers

Platform

Adobe Commerce

SERVICES

AI & Personalisation, Creative, Data Driven UX & UI, Digital Transformation, Strategy, Systems Architecture, Technology

Barkers has been the store of choice for New Zealand men since 1972, outfitting them for daily life, unforgettable milestones, and everything in between. Barkers pride themselves on prioritising the good stuff like quality, understated style and true value as much as the day they started. All of their stores nationwide boast a carefully considered range of quality apparel, footwear and accessories - everything you need, nothing you don’t.

Overdose. has a long relationship with Barkers dating back to 2017 when the historic Magento 1 site was built.

As part of this project, the Overdose. team worked with Barkers to rebuild their Adobe Commerce Magento 1 site to the Magento 2.4 Commerce Cloud Platform to leverage the feature-rich core functionality. There were set intentions to improve specific functionality of the site to optimise the user experience such as flexible delivery options, provide visibility of physical store stock availability and the loyalty program and simplify the operation of the solution where possible for creating and managing website content and product data.

Integrations

As part of this project, Overdose. integrated the Adobe Commerce platform with Ontempo Retail, Barkers’ ERP solution. This integration was extended this to include integrations with Ontempo loyalty system, promotions engine and coupons, and to sync both offline/online transactional data, allowing Barkers to leverage this key business information across Adobe Commerce and other integrations.

The site also boasts a bespoke Algolia implementation with custom indexes to make all content across the site including promotional tiles, products, categories, CMS pages, stores, blog posts and FAQ's searchable.

Ensuring a great customer experience for delivery was important for the Barkers team so Overdose. created a bespoke Click and Collect integration to include an endless aisle, the ability for customers to shop from their local store and check stores' stock levels.

The site also utilises the powerful personalisation tool, Nosto, to provide targeted product recommendations to users based on their behaviour or purchasing history.

Overdose also implemented an integration with The Market that ensures that external orders placed on The Market will be created as regular Magento orders which are then also created in the ERP which streamlines the fulfilment process immensely as all orders (in-store, online or external) are fulfilled through OnTempo.

Lastly, Overdose. integrated the site with Klaviyo. The integration allows for customers' loyalty points, Loyalty Tiers, Ontempo Coupons and in-store transactional data to be integrated into Klaviyo's marketing automation and create consistency between their in-store and online orders.

Challenges

CHALLENGE #001

Simplify and streamline processes

Create a solution that simplifies daily operations for creating and managing website content and product data.

SOLUTION

Logic was implemented to use existing product data to control the product-specific content that displays on the website to minimise the required manual input. The implementation also supported pre-orders based on dedicated pre-order stock levels.

Online orders are pushed to OnTempo and any updates are fed back into Adobe Commerce. Logic was implemented to support split shipments based on the availability of product stock in the warehouse and in physical stores.

Additionally, we created a custom solution to allow the user to view each category either in the context of available online stock (across all physical stores and warehouses) or in the context of available stock in a specific physical store using Adobe Commerce's MSI functionality. The solution for click and collect was implemented based on the endless aisle concept. Customers are notified when the ordered items are available for pickup from the desired store.

CHALLENGE #002

Outlet store solution

Visually highlight outlet/clearance products to users.

SOLUTION

Based on the product life cycle data in OnTempo outlet products are automatically assigned to relevant outlet categories. These categories feature a unique design to highlight outlet products.

CHALLENGE #003

Custom Klaviyo integration

Ensure customer loyalty and in-store order data is available to be used for email communications.

SOLUTION

Overdose. implemented a custom integration between Adobe Commerce and Klaviyo to sync in-store order data as well as loyalty data such as available coupon codes, loyalty tier and points balances to allow Barkers to utilise this data for target email campaigns.

CHALLENGE #004

Stock availability at physical stores

Allow users to view store stock availability.

SOLUTION

Overdose. created a custom module to display the availability of products at the physical stores at the product level. This is based on the product inventory data retrieved from OnTempo via the integration.
Additionally, we created a custom solution to allow the user to view each category either in the context of available online stock (across all physical stores and warehouses) or in the context of available stock in a specific physical store using Adobe Commerce's MSI functionality.

"Barkers, Max and Overdose. have a long history of working together to achieve our digital vision. The Overdose. team have been there every step of the way guiding us through scoping and ideation, helping us to look forward to what’s needed in a future-proofed digital platform. Overdose took the time to understand our brand and customers’ needs, which shows in the amazing user experience we have created. Ultimately, we’ve created a beautiful space to showcase our brand, while providing a fun and functional platform that’s translating into happy customers.”

Josh Cragg, Group Digital Manager - Max & Barkers

Insights

All metrics below are from 2 months post-launch compared to 2 months pre-launch.

Decreased Bounce Rate

-37.76%

Increased Average Order Value

+0.71%

Increased Average Session Duration

+10.24%

UX/UI

Barkers is an iconic New Zealand men’s brand that has been the store of choice for daily life, unforgettable milestones, and everything in between. You can find their stores nationwide, everywhere from Newmarket to New Plymouth. With their strong store offering, it was critical to ideate on how we can tie the online and in-store experience together.

By allowing a user to ‘shop their local store’ from a category level, a user has a clear understanding of the product availability at their selected store without needing to navigate to individual product pages to check stock availability. With the inclusion of pulling through the ability to pick up at a selected store at a product page level, we’ve reduced friction by clearly highlighting to a user the availability for that item earlier in the buying journey, rather than at a later stage in the checkout.