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Using Magento 1's end of life as an opportunity to rethink how two footwear brands trade across two markets.

Merchant 1948

Merchant 1948 — approved client photograph

Overland needed to replace an ageing platform, but the brief went beyond technical continuity. The rebuild was also a chance to improve product discovery, customer experience and operational processes across Merchant 1948 and Mi Piaci.

  • The project

    Overland is a New Zealand family-owned footwear retailer and manufacturer with a history spanning three generations. Its Merchant 1948 and Mi Piaci brands combine leather craftsmanship with contemporary footwear design.

    Overdose Auckland rebuilt the brands' New Zealand and Australian websites on Adobe Commerce Magento 2.4 Commerce Cloud. The work incorporated Nosto personalisation, Algolia search and Klaviyo integration, linking a refreshed storefront with tools for discovery and customer communications.

Merchant 1948 project image

Connected systems

Integrations

The Adobe Commerce Magento 2 site is integrated with the OnTempo ERP system via a custom-built integration module. This integration includes the following touchpoints: products, inventory, product pricing, online orders, shipments, gift cards, customers, loyalty, offline orders and pre-order data.Extensions were used to power the AfterPay, LayBuy and Windcave payment method integrations. The PayPal and Yotpo integrations are built into Adobe Commerce's Magento 2. An extension was also used to deliver the Klaviyo and Nosto integrations.To power search, the default behaviour of the Algolia extension was extended to ensure blog posts are indexed and returned as search results.

Platforms & integrations

The shared platform records behind this case study.

Integration

Platform

  • Adobe Commerce

    Platform / integration

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  1. Challenge

    Ease of content changes & promotional schedulingA core business objective for the Merchan…

    Piaci & Merchant sites.

    Solution

    All pages of the site were developed using Adobe Commerce’s Page Builder functionality, allowing the Merchant team to easily create or edit existing pages. With Adobe Commerce’s content staging and scheduling, promotions and content can be scheduled in advance, so gone are the days of staying awake to launch campaigns at midnight.

  2. Challenge

    Increase the prominence of the Deuce brand as a standalone brand Elevate the Deuce brand from a UX/UI perspective to sit on the same level as the Merchant brand.

    Solution

    Created dedicated Deuce landing page. Created Deuce brand-specific product page template which is automatically applied to all Deuce products. Created Deuce brand-specific category template which is applied to all Deuce specific categories. Use of different, more playful product images for Deuce products.

  3. Challenge

    Integrated custom solution for Loyalty

    Address the issue of Overland having to manually assign customer loyalty tiers based on the customer spend.Allow loyalty customers to view loyalty tier related data in my account.

    Solution

    Created a custom integration module to sync the customers' loyalty tier from On

    Tempo to Magento. Implemented logic to retrieve customer-specific loyalty reward coupon codes from OnTempo and validate these during the checkout process. Display customer-specific loyalty data such as current tier, available rewards and requirements to reach the next loyalty tier in my account.

  4. Challenge

    Integrated solution for Pre-order products

    Implement an integrated custom solution to handle pre-order products utilising the newly created pre-order functionality in OnTemp.

    Solution

    Implementation of custom logic to identify products that are available for pre-order and…

    Tempo integration.

Results

Increased Revenue+24.85% Increased eCommerce Conversion Rat…
+19.56%

Experience

UX & UI

Mi Piaci Mi Piaci’s vision is to bring well-made, modern footwear to New Zealanders. Their footwear speaks for itself when it comes to quality, but their website lacked in articulating this key information. Overdose addressed this issue by crafting a bespoke site, based on the idea of educating customers on the ‘well-made’ aspect of their shoes, along with how to properly care for them. This addressed a huge challenge that many online retailers face; how to convey accurate product quality online. Merchant Merchant is a clever mix of form, function, and fashion that caters for both the female and male demographic. By separating out the genders in the navigation and allowing them to have their own dedicated landing pages, we were able to equally cater for all audiences in what is a typically female-dominated space. The same approach was taken for Deuce, by creating a dedicated “mini-site” that had its own look and feel, but ensuring that those pages still felt like they were a part of the Merchant website and consistent with the rest of the UX of the site.

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Merchant 1948 project image
Merchant 1948
Merchant 1948 project image
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Client love.

“The Overdose. team has been an invaluable extension of our internal team for years now, working with us daily to identify key eCommerce and digital marketing opportunities and deliver solutions that support our customer first and value add approach to digital strategy. Overdose. have taken the time to get to know our brands and our set of unique challenges to be able to consider and execute the best approach for improving our online presence and increasing our ROI across multiple digital channels.”

Chenae Davies,

Digital Marketing Manager

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