Rapid digital adoption has introduced new challenges in understanding customers and the most effective touchpoints. Club 21 recognizes this and understands the need for a customer-centric eCommerce strategy that aligns with their goals for international growth.

For Club 21, it is essential to ensure that the new system offers a luxurious experience that reflects their products. They need design solutions that can showcase their collections. Their eCommerce site must be scalable and connected to 400 retail stores to provide a seamless and integrated customer experience.

Magento Enterprise was chosen as the platform for this project. Leveraging the power of Magento, the new eCommerce site offers a customized look while providing a seamless and mobile-friendly checkout process across all channels and customer segments. Scalability and international-focused functionality make Magento ideal for successful and ambitious brands like Club 21.

Omnichannel is a crucial element in the upgrade process. Users now enjoy an innovative and responsive design that provides access to all customer service touchpoints, such as updated store locator functionality, fulfilling O2O goals, and adding value to the overall shopping experience. Additional features, such as shareable wish lists, viewable transaction history, and a shopping rewards system have been implemented.

Mobile commerce continues to grow in popularity, making the mobile site for Club 21 a key focus for this project. To ensure a consistent experience across devices, the mobile site required significant attention from wireframe design to the implementation of cross-channel support. The mobile channel serves as a cohesive continuation of the main desktop site while remaining highly responsive to smaller screens.

Support for ordering in five currencies (SGD, USD, THB, AUD, and HKD) has been added, along with shipping to over 50 countries. These features are essential for Club 21's globally-oriented site, enabling them to provide more targeted and localized services in the markets they operate in. The previously built global enhancement features in Magento Enterprise allow the brand to easily manage and add these services moving forward.