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Popcultcha needed to upgrade their ecommerce platform from Magento 1 to Magento 2. They had been working with the same Magento framework and site design they had started with five years prior and with Magento 1 support being phased out, much of Popcultcha’s existing technology would be rendered obsolete.
While platform upgrades are invisible to the user and address concerns around the technology solution, Guidance saw an opportunity to address opportunities around traffic, page flow and branding. Although the site was performing well across all key metrics, it had been over five years since the site was designed, and it was not optimized for the mobile consumer.
Brand matters. For an irreverent brand with a passionate fan base, how do you build a case for an ecommerce platform upgrade and redesign while maintaining continuity and familiarity to both users and the client?
As the largest online seller of the most obscure to mainstream pop culture products, Popcultcha is the original pop culture collectables store, catering to die-hard collectors and customers looking for unique, hard to find items. Established in 1993 in Geelong Australia, Popcultcha has become a magical place for pop culture fandoms to find the objects of their fancy including books, movies, clothing, action figures and collectibles.
Users often search by categories and the only real estate on the home page to do any category merchandising was the hero carousel. Guidance has implemented a revised home page layout that continues to highlight products but adds the ability for Popcultcha to better merchandise entire categories.
“Popcultcha is a magical place where many go to find rare or limited-release items, so it was important that we built this in a way where people can easily find what they need and quickly purchase.”
The new shopping cart design surfaces critical information to users early in the purchasing process.
A modern ecommerce site has to be designed for the mobile consumer and Popcultcha’s Magento 1 mobile experience was dated and not optimized for mobile devices. Guidance has redesigned the entire mobile shopping experience to be mobile first.
“Popcultcha’s users are really passionate about the brand, so we knew that it was crucial that the brand personality still shone through all the UX/UI improvements we were making.”
This was extremely important as Popcultcha has several sales events (i.e. ComicCons) each year where thousands of orders are processed in a single night.
To drive repeat purchases and loyalty, Smile.io was selected as the rewards program due to their focus on niche audiences and community building. This unique rewards program provides a seamless platform for fandoms to become Popcultcha brand advocates and build thriving brand communities.
To facilitate and amplify Popcultcha customer’s love of sharing, Yotpo was selected for product review aggregation, management and marketing. Direct integrations with Facebook and Instagram allows customized product pages to be generated on the fly, using user posts which contain Popcultcha products.
One of the most challenging aspects of the Magento 1 to Magento 2 upgrade was the data migration. Guidance was responsible for migrating over five years of customer and order data, along with products, reviews and loyalty rewards. This required careful planning to ensure adherence to a sequence and workflow that supported several interrelated moving parts. Most importantly, while the data migration was happening, the customer’s ability to manage their account was uninterrupted.
In addition to the custom integrations and data migration, the technology upgrade delivers enhancements to performance, simplifies user interfaces and improves site search via predictive search. Guidance has also reimagined the shopping cart experience so customers can save the entire contents of their shopping cart in a single click, add cart contents back to the cart at a later date, edit the content and share the cart items as a Wish List for key gifting occasions. And finally, Guidance has added integrated payment gateways like Braintree and PayPal so users can save previous credit card information for faster checkout.
Guidance delivered a redesign and platform upgrade solution for an irreverent brand with a passionate fan base.
By focusing on user needs and opportunities, the creative and technical solutions are helping Popcultcha fandoms find and buy more of what they love and delivering business growth for Popcultcha.
As part of a Magento 1 to Magento 2 platform upgrade for Popcultcha, the original pop culture collectables store, Guidance saw an opportunity to also redesign the site to address opportunities around traffic, page flow and branding. In addition to bringing the UX improvements to life via technology, the Guidance team migrated 5 years worth of customer data and integrated new technology platforms for loyalty and rewards, product reviews, predictive search, payment gateways and created a new cart and checkout experience.
The upgraded solution leverages Popcultcha’s existing brand equity and demonstrates how a redesign involves more than just a look and feel update and how technology can deliver a better customer experience.
The result is a mobile first ecommerce site that helps fandoms find and buy more of what they love while delivering higher AOV, RPV and CR for Popcultcha.