Customer: Ostrowski Internet Commerce
Scope: PIM implementations, PIM integration with Magento engine, development, branding, illustrations, UX/UI, communications, marketing, design management, SEM
Case study: Ostrowski Handel Internetowy. Lighting and electrical market leader in Polish eCommerce
Ostrowski Handel Internetowy is one of the market leaders in the distribution of sockets and switches and a wider range of electrotechnology in Polish eCommerce. It is the owner of such online stores as DobreGniazdka.pl, LuxMarket.pl, OtoLampy.pl, KableSklep.pl, DomofonySklep.pl.
We started our cooperation in 2014, immediately embarking on programming work resulting in development and optimization. We redesigned the interface of the then online store, based on current trends and UX / UI best practices. We also developed a marketing communications strategy, and most importantly implemented available analytical tools, took care of SEO and took charge of running Google Ads campaigns.
Increase in efficiency of OHI stores
from 2015 to 2020
+283% of revenue
+259% of transactions
+89% conversion rate
+83% of new users
+90% session
Platform rescue - revenue growth +550% from all OHI stores
The new version of the platform, once in the throes of bankruptcy, regularly generates higher sales.
In retrospect, we can say that the attitude and trust of the customer, with whom we have a true partnership, is most responsible for such significant business growth.
PWA - more than 70% of web traffic comes from mobile devices
In our work on OHI stores, we went a step further than using only RWD technique. We turned a responsive website into a web application - Progressive Web App. Such an application can increase conversion rates by up to 75%, which is why we decided to use PWA / Headless.
Conversion growth rate of up to 75%
What does the implementation of Progressive Web App mean in practice for OHI store users?
In addition to potentially increasing conversions, PWA also has important benefits from the point of view of online store users. First and foremost, it ensures loading speed even on slow connections (like 3G). By keeping some of the
data and resources in the site's cache, the app responds quickly to any user action, such as when switching screens on a phone, even with limited internet access.
The ability to add a shortcut to the start screen also makes it easier to use the store, because you don't have to type the website address into the browser every time.
Do you have questions? Would you like to learn more about the offer?
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We modified about 90% of the CMS functionality
When we started working with the client, his CMS system was already relatively strong, but outdated. Since we began work on the system that was handed over to us, we have modified about 90% of its functionality.
These changes have been implemented over the past four years in a gradual and non-invasive manner, and as a result have had a positive impact on our client's performance.
Dedicated tools - Puchacz and Ceneo Analyzer
Puchacz - a system for automatic integration with suppliers, takes prices and inventories and updates them, and informs when the price change is relatively large and requires user intervention.
Ceneo Analyzer - a system for monitoring competitor prices through Ceneo API. It compares and ranks a group of prices of other stores with the prices in CMS, and tells the user how he needs to change the margin value to make the selling price more competitive with other stores.
Advertising campaigns = ROI analysis. We scale advertising activities
With constant ROI analysis, we can successfully scale our high-profit advertising activities at the expense of less profitable investments.
The entire advertising activities of the store are constantly monitored. Not only in terms of meeting the planned budget or the number of transactions delivered. Together with OHI, we pay special attention to the real return on investment in paid outreach channels.
System architecture
The system is built with five servers communicating with each other. Upon accessing the store's website, the user's browser connects to the LB (Load Balancer) server, which redirects the user to one of the application servers (APP1, APP2). The choice of server is made based on the availability of services and the traffic the system is experiencing.
The application servers run programs that perform all calculations. A write and read from the database is realized (the database stands on the DB server) and a response is generated, which the user sees in the browser. The response is passed to the LB server, which returns it to the browser, which then displays it to the user. On the DEV server there are development versions of stores, backup of application files and database.
Implementation of Akeneo's PIM system
and integration with Magento
Due to the client's highly diversified offerings, we built a dedicated product linkage scheme to support a group product - a custom type in the Akeneo system.
We also supported the client with consultations on changes at the Akeneo integrator level, and as a result, we integrated the PIM system into the Magento engine. In doing so, we accelerated the entire process of updating product data, as the information entered in one place is immediately visible in the stores.
In addition, we implemented a product database tailored to support multiple sales channels, the implementation of which was aimed at facilitating product data management.
"The cooperation has resulted in our growth and stability (...)."
"The cooperation has resulted in our growth and stability, and the very form of business relations based on mutual trust is increasingly rare today, yet extremely effective."
Roman Ostrowski
President of the Management Board of Ostrowski Internet Commerce
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