Optimising the customer journey 

Juno was tasked with analysing the existing customer journey and identifying areas of optimisation across the digital experience. We suggested a broad range of actions to meet the brand’s ambitions of reaching higher standards in customer engagement. 

Going global 

To meet Mountain Equipment’s goal of breaking into the US market, we needed to ensure the .com store was transactional. Previously, it wasn’t which resulted in missed business opportunities in the US market. To achieve this, we needed to map and set up domain redirects to change the domain name from .co.uk to .com. 

Seamless SEO 

Another challenge involved streamlining operations by migrating expansion stores to a single Shopify instance without negatively impacting SEO. We conducted an SEO audit  before and after the domain changes to ensure positive SEO outcomes.  

Mountain Equipment also needed a future-proof content management system that would give them more control over managing landing pages and templates. 

The move to Shopify 2.0 facilitated this migration, allowing easy adaptation of content to update landing pages for different markets. 

Enhancing the user experience  

A new conversion rate optimisation (CRO) audit was completed to ensure effective marketing strategies. The audit identified key areas for enhancement in the user experience to drive improvements in customer engagement. 

For example, enhancing the product detail pages, tracking product-specific information, building engagement through content, and showcasing the customer repair service on the site. 

Developing an ecosystem of integrations  

A key part of our solution centred on integrations. We migrated the brand to Patchworks new Dashboard and built custom flows, tailored to the business needs and use cases. This integration-platform-as-a-service (iPaaS) solution now allows the automation of data flows across the business, helping to streamline operations and seamlessly connect their ERP to Shopify.  

To address these challenges, our strategy zeroed in on improving functionality, user experience, and customer engagement. 

Redesign on Shopify 2.0  

Following a comprehensive UX audit, Mountain Equipment was live with a complete redesign of the online store on the Shopify 2.0 framework. 

The product detail pages were heavily redesigned with added functionality to future proof the store. This included rich product display features, like detailed images and video, product features, and alternative colours and sizes as well as delivery times, customer reviews, and payment options.   

We also created a new blog listing section to better organise and present content. This feature helps engage customers with structured and detailed information about the brand and its products. 

Down tracking 

We migrated a functionality, which was previously on WordPress to Shopify, that allows customers to track the origin and details of down products. This system pulls meta-objects through to the page based on the barcode, giving users access to detailed information about the down used, helping to build up transparency and trust.  

By entering the unique down code of the product, customers can trace the origins of the material and download the scope certificate, which offers verified documentation of the down's ethical sourcing and quality standards. 

Sustainable practices 

Juno introduced a repair service feature to the site, allowing customers to send back products for repairs. This enhances sustainability by extending the product lifecycle and reducing waste and environmental impact. 

In addition, the product detail pages are accompanied by a sustainability and impact report, which highlights how it aligns with their commitment to good environmental, social, ethical, and food safety practices. 

Integrations 

We integrated new functionality to Mountain Equipment’s architecture using Patchworks.

This includes:  

• The email marketing platform Klaviyo, allowing the brand to deliver targeted and personalised email campaigns. 
• The AI customer experience platform Gorgias improves their customer service management while streamlining communication and support.  
• Order Editing marks a major enhancement for Mountain Equipment. It enables customers to self-serve by making changes to their orders, giving them greater control and flexibility. This will save the customer service team hundreds of hours, allowing them to focus on more complex customer inquiries. 
• Order and fulfilment automation, facilitated by leveraging the Patchworks dashboard, allowing for the creation of templates for reuse by Bollin’s portfolio of brands.  

Internationalisation 

We switched the brand’s domain name from .co.uk to .com. This enabled Mountain Equipment to begin successfully marketing and selling in the US.  

The SEO audits analysed pre- and post-domain change to ensure there were no negative impacts to SEO. The first orders were placed from the US within days of going live.  

Leveraging the Shopify 2.0 platform, the brand can now localise content, easily adapting content of landing pages and templates for each market.  

We brought in Global-e to handle duties and taxes following the expansion of its international operations, helping to accurately calculate and display all duties, taxes, and fees at checkout.