New eCommerce platform for the two retail chains Ilva and Idemøbler.

The challenge

Starting 2017, IDdesign, the leading Danish company dedicated to the sale of furniture and interior design, faced a fundamental challenge: digital transformation.

The challenge came about thanks to the vision of the minds behind the ILVA and Idemøbler brands, who identified great growth potential by recognizing the need to overcome the gap between their physical establishments and their online presence., awakening new and promising opportunities in the digital field.

In order to address this challenge and consolidate its position as a leader in the furniture and interior design industry in Denmark, IDdesign made a key strategic decision: to partner with Novicell. That's how we are committed to completely transforming IDDesign's e-commerce infrastructure and boosting your business performance.

This effort materialized in the development of a new and solid platform that would serve as the backbone for both brands, ILVA and iDemøbler. This strategy was intended to strengthen the position of IDDesign and achieve greater synergy between its physical and digital operations.

The Solution

Novicell, as a digital partner, provided a cutting-edge solution based on Umbraco platform, completely customized for the IDDesign chains: ILVA and iDemøbler. The solution was designed to handle a large number of products and simultaneous users, ensuring optimal performance in times of high demand.

This solution offers a unique combination of flexibility, scalability and performance for the new eCommerce. Key aspects of the solution include:

Integration with ERP and product categorization

IDDesign has full control over the creation and categorization of your eCommerce product structure. The categorizations of your ERP system are transferred to Umbraco, where they are incorporated into the new categories created.

A product in the ERP system can be assigned to multiple categories. For example, a sofa can be tagged as “sofa”, “chaise longue” and “corner sofa”, allowing it to appear in various categories and search results on the frontend. At the same time, it is possible to create new categories that group a series of products, such as stars, elves and ornaments, under the category “Christmas decorations”.

This flexibility makes it possible to create a customized menu structure on the website, completely independent of the categorization in the ERP catalog, granting freedom to UX/UI designers, programmers and marketing specialists, who can easily create elements in eCommerce, without depending on the ERP, to promote campaigns, seasons or special days.

Product variants and packages

‍Product variants and packages were implemented to simplify the user experience and allow efficient catalog management.

The incorporation of numerous product variants poses a significant challenge in terms of the eCommerce performance of ID Design brands and their architecture. In this regard, two key functions come into play: variants and packages.

The packages consist of the grouping of multiple products from the catalog, allowing IDDesign to create complete sets, such as a shelf with drawers, cabinets, doors, and more. On the other hand, the variants provide an improved user experience, since users can choose between different colors for each individual product or package.

Instead of having multiple identical products in different colors, now all the options are found within the individual product, as variants. This simplifies the process for both the user and the team behind the screen.

Variant management also gives publishers the ability to adapt content for special occasions, such as showing all the red variants for Christmas or the yellow variants for Easter. Combined with a flexible menu structure, this functionality gives IDDesign a high degree of flexibility to present its wide catalog of products.

Intelligent product filtering and search

‍Product navigation was significantly improved with advanced filtering and ultra-fast search to boost conversion rates and online revenues.

Thanks to the function of”Search as you type” it is possible to have a very fast response speed, ensuring an improved browsing experience for the user. This becomes crucial given the presence of 600,000 unique product variants on each website.

‍Custom extensions

The new eCommerce solution has advanced features, including the integration of system “click and collect” and a customized configurator module that gives customers the freedom to “design” their own tailor-made products. This versatile module allows customers to combine and customize elements, allowing them to create sets according to their individual preferences, such as a dining table and chairs, according to their specific wishes.

Flexible content modules‍

The ILVA and iDemøbler eCommerce backend was designed with an easily editable and adaptable structure. The solution is based on a system of dynamic content that is easily modified using the drag-and-drop function. This means that you can easily adjust and relocate each content block directly on the Umbraco grid, providing the ability to add:

• Image or color backgrounds.
• Titles and headings.
• Body of text.
• Price tags.
• Shapes and figures.

This versatility will allows ID Design to customize and design the content of its pages in an efficient and attractive way.