AW LAB is the format created from renaming, rebranding, and renewing the retail concept launched in 2011 by Athletes World (Bata Group). It is the Italian retail trendsetter for sneakers and multi-brand urban sport style clothing, with a huge assortment of exclusive models created in collaboration with the best-known international sports brands.
The need of AW LAB was to create a flexible platform, optimized for omni-channel, and able to communicate in the same ways and on the same channels used by its target audience (hyperconnected young people aged between 16 and 25 years). The platform thus had to be integrated with social networks and synchronized with the corporate ERP, to efficiently manage a system with a high order volume.
We implemented an integrated Magento-TYPO3 enterprise platform that unites Magento's e-commerce functionality with the quantity of different and constantly modified content managed by the TYPO3 CMS.
The system allows pursuing an omni-channel strategy that presents a consistent experience and perception of the brand among the various online and offline channels. It integrates the store locator, the online reservation and in store pick-up service, and the available inventory in the physical stores.
We implemented the internationalization of the site with the opening of Italian, Spanish, French, German, Dutch and Portuguese e-commerce websites.
The platform allows creating independent sites for each country, as well as mini sites for specific products or brands; both use responsive design and are social media friendly, with logins from Facebook, Google, and Twitter accounts.
In addition to having integrated online buying service with in-store pickup, we implemented a system that allows AW LAB store managers to access the platform to add their own news and specials that are available to customers through the store locator.
Our solution for AW LAB integrates with the corporate AS/400, which allows real time synchronization with the warehouses, product data, and orders.
We gave close attention to obtaining high levels of performance, in order to ensure the most rapid and fluid navigation experience on all devices.
We integrated an external recommendations engine, personalizedfor user. We optimized the platform to achieve personalized upsell and cross-sell, according to customizable rules, based on the historical visits, the popularity of the product or the particular characteristics of the visitor.
Thanks to the integrated platform, it is possible to synchronize in real-time orders, user registrations, newsletter subscriptions and abandoned carts. Possibility to integrate transactional emails through CRM.
Thanks to the passion and expertise of Webformat, we built a series of innovative solutions that offer a unique and personalized buying experience to our clients.