Courts Singapore

Platform

Adobe Commerce

SERVICES

Data Driven UX & UI, Search, Systems Architecture, Technology

COURTS was established in Singapore in 1974 and today has expanded its range to include electrical, IT and furniture products. As a leading omnichannel retailer, COURTS launched its online store with 7,000 product offerings in 2012, which has today grown to more than 17,000, making it the largest store in its network.

Integrations

Courts engaged Overdose. to migrate their Adobe Commerce Magento 2 site from on-premise to Adobe Commerce Commerce Cloud, including its existing integration architecture. The Microsoft Dynamics NAV ERP is bi-directionally integrated to sync product inventory, pricing, customer information, and store data. Integrated Click & Collect adds convenience to omnichannel customers experiences while increasing valuable foot traffic. Through Salesforce, the Courts Asia team can easily send personalised offers and introduce promotional coupons, product bundling, free shipping thresholds, and e-gift cards to customers.

Challenges

CHALLENGE #001

Legacy Code

Multiple customisations that required re-integration upon migration to Cloud hosting environment.

SOLUTION

The technical team’s deep knowledge of the Adobe Commerce platform allowed us systematically identify 'problem' customisations and troubleshoot as needed.

CHALLENGE #002

SEO Performance

Huge product catalogue and unoptimised code leading to slow page load times and poor technical search performance.

SOLUTION

In-depth SEO technical and keyword audit followed by full restructure of the site information architecture to streamline SEO performance.

CHALLENGE #003

Hosting Performance

Courts sales are highly seasonal, therefore flexibility in hosting capacity is a necessity in addition to 24/7 server-side support for times when it's needed most.

SOLUTION

Part of the migration process involved optimising key features of the site to maximise the flexibility and stability provided by Ado Commerce Cloud.

CHALLENGE #004

CRO & UX

The site has grown organically over time, resulting in content-heavy pages and unrefined information architecture.

SOLUTION

Reorganisation of product categories, promotional messaging and onsite search. Optimisation for mobile.

"COURTS will continue strengthening its back-end infrastructure to offer customers the seamless online-to-offline experience they expect from best-in-class retailers. Our ambition is to grow online sales to 10-15% of the business in five years."

Neil J Todd, Director
Information and Communications Systems

UX/UI