EXPRESSO Overhauls Their Ecommerce Website for Spectacular Results
Discover how customizable, cost-effective and reliable BigCommerce is and why we built it that way.
48%
increase in orders
26%
increase in conversion rate
17%
increase in site visits
(Performance metrics compare October 2022 to June 2023.)
A customer-first attitude is always the number one ingredient for success.
For many in the hauling industry in Europe, EXPRESSO is synonymous with lifting. EXPRESSO has been developing solutions for lifting, hauling, and transporting goods for over 70 years in Kassel, Germany. Their main focus is on customer experience and helping their customers get the most out of their products.Â
To that end, they worked with BigCommerce agency partner Blackbit to create a better ecommerce experience for both their internal teams and website visitors.
CHALLENGE
Finding a platform to make website changes a lighter lift for internal teams.
EXPRESSO’s first website was built using Pimcore as both their ecommerce platform and product inventory management (PIM) system. While their original website worked well, EXPRESSO wanted more — a website that was fast, flexible, easy to use, and delivered a great customer experience.
EXPRESSO challenged Blackbit to find a new solution that allowed them to easily customize pages and product listings, integrate product information, and provide an excellent customer experience.
Specifically, they wanted to be able to design their own custom pages, with custom banners, text boxes, and image galleries to fit their needs. They also wanted to integrate more marketing tools and access them freely through the site's back-end.
While these kinds of improvements can run the risk of interfering with current performance, Blackbit was ready to take on the challenge.
“Pimcore is the foundation of our product information management. In combination with BigCommerce as our ecommerce front-end, we have the optimal solution in terms of security, performance, and flexibility.”
Rene Clobes  Digital marketing manager, EXPRESSO
SOLUTION
Leveraging native functionality and integrations to create a powerful ecommerce solution.
As Blackbit began examining alternative ecommerce platforms, three contenders made it to the shortlist: Shopify, Shopware 6, and BigCommerce. While each provided varying levels of customization and integration options, Blackbit and EXPRESSO chose BigCommerce because of its cost, speed, and functionality.Â
The BigCommerce Page Builder met all of EXPRESSO’s customization requirements, and the open APIs would allow their teams to integrate marketing, PIM, and other tools quickly. This also gave them the ability to add another new feature onto their site: the ability for customers to customize and personalize their own hand cart.
Endless product configuration options make for a one-of-a-kind customer experience.
One of the most extensive new features on the EXPRESSO website is the product customizer. This new tool allowed EXPRESSO customers to create infinite product configurations based on their own unique needs. Tires, shovels, handles, and more can all be added to a custom product with a simple click, and can each be set independently of one another. Each selection reflects immediately in a product preview which, in turn, includes the updated price and product details.
Previously, customers could only purchase products with the EXPRESSO logo on them. Now, with the new product editor, customers have the option of uploading individual logos or custom text to have their product custom printed.
Retaining and refining core B2B and DTC functionality.
A large part of EXPRESSO’s business comes from B2B sales. On their original site, they can easily segment their customers between B2B and direct-to-consumer (DTC). This allowed them to easily filter between expected shipping options and payment methods specific to B2B customers. They did not want to lose this functionality as part of the site migration.
On BigCommerce, Blackbit was able to retain and refine key features that created a positive customer and admin experience. Using B2B features native to BigCommerce, like audience segmentation and custom checkout systems, EXPRESSO could maintain the core functionality of their previous platform while improving the overall experience elsewhere
PIM integration was key for success.
While EXPRESSO decided to move away from Pimcore as their ecommerce solution, they still wanted to use the tool for product management. Pimcore acted as a data repository for all of their regional ecommerce stores, and was also integrated into Google Merchant Center, making it the core of their ecommerce operation.
BigCommerce’s open APIs allowed for seamless integration with Pimcore. “Pimcore is the foundation of our product information management,” said Rene Clobes, Digital Marketing Manager at EXPRESSO. “In combination with BigCommerce as our ecommerce front-end, we have the optimal solution in terms of security, performance, and flexibility.”
Design and UX was paramount in the rebuild.
For the new site design, Blackbit started out with the BigCommerce Cornerstone theme, which worked perfectly with EXPRESSO’s extensive product catalog. They then used the BigCommerce Page Builder to improve and customize page design. This also allowed EXPRESSO’s internal teams to create and develop their own custom pages for new products or campaigns after the initial build.
Agency:
Highlighted Applications:
Page Builder: BigCommerce’s native page builder
ShipperHQ:Â Shipping and fulfillment
Technical Features:
Pimcore:Â Product inventory management
"Thanks to the close coordination with the Blackbit team, the joint project management and the goal-oriented implementation, we succeeded in bringing the technology behind our website on a completely new footing within the budget.”
Rene Clobes  Digital Marketing Manager, EXPRESSO
“The strengths of our original store have not only been successfully retained, but also enriched with a specific-target customer approach. The new technology simplifies our daily work with many useful functions. It’s a real game changer.”
RENE CLOBES DIGITAL MARKETING MANAGER, EXPRESSO
RESULTS
Creating an innovative solution to meet the customers’ needs.
Through cooperation and communication, Blackbit was able to successfully migrate the EXPRESSO site from a framework-based architecture to the BigCommerce platform. Blackbit was able to implement all of EXPRESSO’s wishes, from the integrated PIM solution to detailed page customization, while maintaining and expanding on the great customer experience from their previous implementation.
“Thanks to the close coordination with the Blackbit team, the joint project management and the goal-oriented implementation, we succeeded in bringing the technology behind our website on a completely new footing within the budget,” Clobes explained.
“The strengths of our original store have not only been successfully retained, but also enriched with a specific-target customer approach. The new technology simplifies our daily work with many useful functions. It’s a real game changer,” Clobes said.
“Since 2016, Blackbit has given us customer-oriented and reliable advice when it comes to ecommerce. Their recommendations always center around our goals and needs, and rest on the basis of a common understanding of technology, possibilities, and budget.”
Rene Clobes  Digital marketing manager, EXPRESSO
LOOKING AHEAD
A long-term partnership for success.
EXPRESSO looks forward to a bright future on BigCommerce, taking advantage of the latest in technology innovations and leveraging the features and functionality that offer them a unique selling point among their competition.
Blackbit continues to meet weekly with the EXPRESSO team, providing guidance and expert solutions for their clients, no matter how big the ask.Â
“Since 2016, Blackbit has given us customer-oriented and reliable advice when it comes to ecommerce,” said Clobes. “Their recommendations always center around our goals and needs, and rest on the basis of a common understanding of technology, possibilities, and budget.”
Published: September 2023
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