Ecommerce has long been on the rise. But it’s always lagged behind physical store performance.
With Covid-19 restrictions encouraging people to confine to their homes as much as possible and introducing social distancing when out in public, consumer dynamics changed overnight.
Once brands and retailers started to shut their doors, aside from essential or local goods, consumers were faced with no choice but to shift their purchasing behaviors online. And in response, businesses had to quickly adapt their operations to ecommerce.
Drupal is one of the most reliable, flexible and powerful content management systems for developing unique online shopping experiences that require custom web solutions and rich content management capabilities.
These 3 examples of Ecommerce Drupal-based websites are meant to inspire you to innovate and adapt to the “new normal”.
This innovative, independently-owned retailer, based in the UK, has reached global success with ‘fresh handmade cosmetics’. The Lush website is the perfect example of a large and complex, international Drupal-based online store.
Drupal provided a scalable solution - for desktop and mobile - that could handle spikes and surges in traffic (such as 12,000 users trying to check out at the same time), plus a very user friendly and conversion oriented product presentation and navigation.
Every specific type of product has collections and each subpage has been created to feature the best selling or best rated products on top, adding related blog articles, to better guide the customers in finding what they are looking for.
The platform can support up to 100 different markets, and currently supports 17 different countries and their localized sub-sites. And the results: website sessions increased by 75%, digital orders increased by 64%, and shopping cart abandonment decreased by 16%.
The 100-year-old sports equipment manufacturer had to find a way to blend functionality and storytelling to keep online shoppers engaged. Wilson’s digital platform didn’t allow integration between an online store and a content management system and couldn’t provide a responsive design for mobile devices (a huge portion of consumers use smartphones to shop online).
A Drupal-based online store helped to integrate content and commerce into an engaging, next-level shopping experience - ready for any mobile device. Drupal is able to develop functionalities that may seem impossible or inflexible at first. For example, making search more attractive and effective.
The user simply enters a phrase and is taken straight to a listing of available products, displaying categories and quantity.
The shopping experience was also made easier, because clients can navigate all of Wilson’s brand under one site and add products to a single cart.
With more than 2,800 retail stores in 36 countries, Jysk is a household name in the European market of furniture and household goods. Online stores account for an increasingly large part of Jysk’s sales, which is why the company chose Drupal.
The Jysk Drupal website translates into a network of websites (a multi-site architecture) to accommodate 20 different domains with similar feature sets and functionalities, sharing the same codebase, yet with different databases and configurations. Additionally, Drupal provides crucial multi-language support right out of the box to translate the website into 20 different languages.
Detail makes all the difference and Drupal allows for well-thought-out solutions. Jysk takes into account important information for the customer, for example, the customer can check whether the product is in stock online and in physical stores and offers the option to make an “online reservation" to collect in store.
Will things return to normal?
It depends on how you define normal and how long it will take for science to get a grip on Covid-19.
The “new normal”, as everyone calls it, has changed behaviours and the longer it lasts the more likely it is to become more permanent.
Without readily available treatments or a vaccine, shopping for clothes, furniture, electronics or any kind of product, six months from now, will continue to be a surreal experience: lining up to get in the store, wearing masks, keeping a safe social distance, sanitizer and wipes everywhere.
The safest, more comfortable and less frustrating shopping experience will inevitably continue to be ecommerce.
According to a new report by Capgemini Research Institute, consumers' appetite for online shopping and convenience will only continue to grow once restrictions are eased.
- 59% of consumers worldwide had high levels of interaction with physical stores before COVID-19, but now only 24% expect to return to that level.
- In the next 6–9 months, only 39% of consumers expect a high level of interaction with physical stores.
And even after the crisis has been navigated, consider what your business has learned so that it can be reflected in future plans. The time is now to become digital.
Drupal is one of the most reliable content management systems to deliver unique online shopping experiences and we hope these 3 examples inspired you to innovate!
Should you need any assistance in setting up a Drupal-based online store for your business, our experienced team is happy to help!