A strategic re-platforming journey for a luxury footwear brand

• Headquarters: Stockholm, Sweden
• Technology Stack: Storyblok, Centra, Next.js, React.js

MORJAS, a Swedish luxury footwear brand founded in 2017, blends classic elegance with modern style and offers premium quality through a direct-to-consumer model.

To enhance their online presence and manage growth, they upgraded from WordPress to a more advanced setup. Following ROIROI's recommendation, MORJAS integrated Centra eCom with Storyblok’s CMS and a React frontend, improving store performance, customer experience, and management of their product catalog and international orders.

Ahead of the curve - MORJAS' next step for meeting rapid growth

As MORJAS’ reputation for quality and style flourished, so did their customer base and operational demands. Initially running on WordPress, it became apparent that this platform couldn't keep up with their expanding needs. Several critical challenges arose:

• Scalability: While WordPress met initial needs, it proved inadequate for future growth due to its limited scalability and lack of a user-friendly content management environment.
• SEO optimization: Maintaining high SEO rankings, particularly for flagship products like penny loafers, was vital.
• Internationalization: With a growing global customer base, MORJAS required a platform that could better support their localization of languages and currencies.
• Customer experience: Improving site speed, user interface, and overall shopping experience was essential.
• Integration capabilities: MORJAS required a system that could seamlessly integrate with advanced analytics, CRM, and marketing automation tools.

To address these challenges and support their rapid growth, MORJAS engaged ROIROI for a comprehensive re-platforming project, upgrading to a more scalable and versatile platform that could meet their evolving needs.

A strategic re-platforming for growth and excellence

To support MORJAS’ growth, ROIROI developed a re-platforming strategy that replaced the existing system with a robust, scalable solution. Key elements included:

• Centra integration: Optimized MORJAS’ existing Centra eCommerce platform to enhance scalability, support international transactions, and manage an expanding product catalog.
• Storyblok CMS: Implemented for flexible and scalable content management, improving ease of use and organization.
• React frontend: Adopted for faster, more responsive performance and a future-proof user experience, significantly enhancing site speed and reducing bounce rates.
• Yotpo integration: Ensured a smooth transition for managing customer reviews and loyalty programs, maintaining engagement without interruption.
• Internationalization: Enabled seamless multi-language support for a localized shopping experience across different regions.

The new platform not only resolved existing challenges but also positioned MORJAS for future success by enhancing digital presence, customer satisfaction, and scalability.

Choosing Storyblok - A game-changer for modern content management

MORJAS, previously using WordPress, explored modern CMS alternatives. ROIROI recommended Storyblok as the ideal choice due to its advanced features and flexibility:

• Visual Editor: Storyblok stood out for its robust Visual Editor, which has been transformative for MORJAS. This feature allows real-time content management and previewing, vastly improving workflow efficiency.
• Component Library: Storyblok’s Component Library facilitates reusable and consistent content elements, streamlining creation and maintenance for MORJAS.
• Internationalization: Storyblok internationalization capabilities simplify managing multilingual content and translations, supporting global operations for MORJAS in English, French and German.
• Open Plugin System: Allows for custom integrations and extensions, such as connecting with Centra and implementing tailored SEO solutions.
• Flexibility: Storyblok offers a highly adaptable content management environment suitable for dynamic and growing needs.

The previous CMS lacked real-time content management and efficient multilingual support. Storyblok filled these gaps with its Visual Editor, which allows for advanced content preparation and previewing, and its internationalization features, which simplify managing multilingual content. The project was completed in 4-5 months, including extensive content work to optimize and align with the new stack. While initial training was provided, the client gained the most insight through practical use during the content migration phase as the platform is very intuitive.

Impact unleashed

The re-platforming project revolutionized MORJAS’ digital landscape, driving unparalleled performance and customer satisfaction:

• Improved content operations: With Storyblok, the team achieved a 2x increase in the speed of their content operations, enabling quicker updates and greater responsiveness to market trends.
• Improved performance: The new tech stack improved site speed enhancing user experience and reducing bounce rates.
• Boosted SEO: The site achieved a Lighthouse score of 100 for SEO.
• Increase in pageviews per visit: MORJAS experienced a 30% increase in pageviews per visit, reflecting heightened user interest and interaction with content.
• Core Web Vitals - Approved: The platform's architecture ensures top performance in Core Web Vitals, solidifying a foundation for sustained user satisfaction.
• Scalability and flexibility: The platform easily manages growth, integrates with third-party tools, and supports ongoing marketing efforts.
• Operational efficiency: Streamlined eCommerce operations, allowing the team to focus on strategic growth and customer engagement.