DRAFT : dusk

+69% Increased Revenue
+40% Increased Users
+13% Increased Event Count Per User

The
Project

Platform

Adobe Commerce

Services

UX/UI & CRO

Conversion Optimisation

Data Driven UX & UI

Data

Development

AI & Personalisation (Technology)

Applications & Extensions

Platform Implementation

Subscriptions & Loyalty

Systems Architecture (Strategy)

dusk is an Australian specialty retailer of home fragrance products; offering a premium quality, exclusive product range designed in-house. From its physical stores to online store, dusk has grown to become the leading Australian omni-channel specialty retailer.

dusk partnered with the Overdose. Australian team to enhance and future-proof their digital presence, migrating from a heavily customised setup to a more efficient and intuitive Adobe Commerce solution. Leveraging the our UX/UI teams' expertise, we focused on delivering a seamless customer experience while simplifying backend processes.

Over the past 12 months, we’ve worked in collaboration with dusk to elevate their online presence, refining their user experience with a refreshed design, streamlined administration, and improvements across the entire customer journey. Together, we also enhanced their customer loyalty program, integrating our top tier partner solution, Dotdigital, for a more personalised and impactful engagement. Alongside their design agency, we navigated complex technical challenges, ensuring a smooth, meticulous delivery of their Adobe Commerce solution that meets both current needs and future growth.

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Integrations

For this project, we built on Adobe Commerce as the foundation, integrating several key tools to enhance functionality. Algolia’s advanced search capabilities were utilised to deliver more precise and personalised search results, as well as smart upsell and cross-sell features. This enabled dusk to recommend handpicked products based on each customer’s cart or browsing behaviour.

We also integrated Dotdigital to streamline Dusk’s email marketing, ensuring a seamless post-purchase flow and targeting customers who had disengaged or abandoned their carts, improving re-engagement and conversion opportunities.

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Challenges  
+ Solutions

Challenge 01

Integration of External Gift Card Service

When users purchased gift cards, their previous platform iteration did not receive the gift card code or balance, leaving all relevant data with an external system.

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SOLUTION

We developed logic to send requests to the third-party service for every gift card interaction, synchronising the data with Adobe Commerce without altering the existing price calculation and discount logic.

Challenge 02

Dynamic Discount Adjustment Based on Cart Activity

A dynamic discount was required to reduce product discounts when other discounts were applied in the cart. For example, if no discounts were applied, the item received a 10% discount, but if any other discount was used, this needed to be reduced.

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SOLUTION

We implemented logic at the cart level to remove and recalculate discounts dynamically, storing the information in a new price table field. This allowed us to maintain flexibility in the discounting structure without affecting the original product price.

Challenge 03

Custom Marketing Banner Placement on Category Pages

Marketing banners of various sizes needed to be integrated into the product grid on category pages, with flexible placement options (e.g., beginning, middle, or end of the product line).

SOLUTION

We built a system enabling admins to define banner positions and sizes (1x1, 2x1, 2x2, etc.), ensuring the banners fit seamlessly into the product grid without disrupting the overall layout.

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Challenge 04

Selling Out-of-Stock Products for Click and Collect

Products marked as "out of stock" were available for Click and Collect through an external system, but some standard validation blocked these purchases.

SOLUTION

We disabled stock validations when adding products to the cart and introduced validation checks only during the checkout process, allowing for smooth Click and Collect transactions without error messages.

Challenge 05

Real-Time Stock Updates from External Systems

Product availability had to be updated from an external system every day and every 15 minutes, without overloading resources

SOLUTION

We utilised the firebearstudio Import/Export module, setting up CRON tasks to efficiently import and update stock data without affecting Adobe Commerce's performance.

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Challenge 06

Linking Products Without Configurable Product Functionality

Simple products needed to be linked together, but configurable product functionality was not suitable for this use case.

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SOLUTION

We designed a custom grid that allowed admins to connect related products to a main product, simplifying the frontend display while maintaining product relationships without duplicating effort.

CLIENT
LoVE

"Finding the right partner to support us on one our biggest infrastructure projects to date was no mean feat. Overdose came so highly recommended and were so open and supportive from day one - it made the decision easy.

The partnership has been seamless and the work we have achieved remarkable - no challenge was too challenging. As a small team it was critical that we chose a partner who would slot into the dusk way seamlessly. We cannot wait to see what the next phase of our partnership looks like and evolving our omnichannel experience for our customers."

Melanie Taussig
Head of eCommerce
dusk