Separate management of their tech stack.
OD worked with Aelia Duty-Free on consolidating their tech stack and adding Amuse to a store view within their current Adobe Commerce system. This meant that they could benefit from all of the structure and tech built into the duty-free store as well as a centralised content and product management system.
The breadth of Aelia and Amuse beauty's mix meant a clear category structure and information architecture was required to showcase the full range of products.
With categories across multiple verticals, including beauty and lifestyle, the Overdose. SEO team worked alongside Amuse Beauty to understand the product range and priorities for the business to deliver a comprehensive information architecture, which was translated in the design phase to a clear website navigation structure.
Localisation and relevance in respective markets were imperative to building a brand that intimately connects with its customers, therefore adapting pricing and currencies, local inventory availability, and language had to be accommodated.
Overdose. leveraged Adobe Commerce Cloud's native multiplicity to operate multiple stores from the same single instance, allowing Aelia Duty-Free to operate 6 localised iterations of the website to accommodate each market's respective seasonality, pricing, currency, promotions, language etc while leveraging the underlying systems and integration architecture to maximise efficiencies, reduce total cost of ownership, and interoperability with existing back end and fulfilment processes.
We worked closely with the Lagardère AWPL team during the design phase of the project to solve customer challenges. We first considered how to redesign a traveller’s online journey by giving them a true sense of variety in airport shopping. We focused on creating an experience to inspire the user upfront to capitulate their attention and desire to explore.
We primarily concentrated on inspiring the user at a product level, serving an ideal tourist and travel enthusiast image above the initial page fold. The intent is to immediately capture users’ attention using studio photography to showcase the product details.