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Introduction is one of the largest online supermarkets for Fast Consumer Goods in Denmark.

But is not your typical online shop. Its unique business model is what makes it so special – it is a cross-border shop.

You can imagine all the challenges we had while working on that project.

An existing store was in place, based on Magento 1, from which we were also able to collect and analyze the data we needed. We did an extensive research from looking into some specific metrics, through user recordings and talking to the end customers as well.

The Challenge

Being a cross-border online shop, we had numerous challenges – from showing the end customer that our client’s prices are lower than what they can find in the local store to convincing them, they should buy more (bulk buy) in order to save more.

And if that was not enough, we had to create a dedicated shipping method for Magento to make sure we cover all the legal requirements in Denmark and pretty much all Scandinavian countries.

A huge focus was on the mobile version of the platform since most of the sales comes from mobile users. Something the old website failed to deliver.

It was our job to make sure we create the perfect User Interface and to ensure we provide the best possible client journey.

The Goals

There were a lot of things we had to do. Below we highlighted the ones we think are worth mentioning.

  • Improve the quality of the company’s positioning as a vendor of FMCG.
  • Develop a modern mobile version that takes over all the necessary functionalities of a desktop.
  • Update the catalog layout to be able to hold all different promotions and campaigns.
  • Develop a solution which makes the whole bulk buying process easier.
  • Develop a special shipping Method.
  • Create simple to use order tracking.
  • Develop a design system by which the project can expand furthermore if needed.
  • Test the proposed solutions to identify the most effective combinations.
  • Improve the overall user interaction with the website.

The Results

Flawless communication, precise and clear goals, realistic deadlines and amazing project management promised a successful start.

Even though a part of this project is still under development, we have greatly improved the current state of their website and managed to increase both conversion rate and revenue.





Bounce Rate


Version 1

This was our starting point when we first took the project. As you can see the mobile version is far from optimized with having only one product per row. During our research, we found out that the majority of people don't scroll till the end and if they do, they get annoyed by having to click "Next Page" in order to see the rest of the products.

Version 2

Here we have optimized the header, introduced multi-banner layout, optimized the product list layout to hold two products per row and since we saw that people prefer to buy directly from the listing, we have optimized that process as well by introducing more information and increment buttons.

Version 3

This is the complete new design we did specially for Magento 2. We went step further and optimized pretty much all aspects of the site.
In the previous version we added "Tier" and "Mix" pricing and here we made it so it is even easier to mix and bulk buy if you want to do so.

Posted in Projects on Mar 30, 2021

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