Fra DanDomain til Shopify Plus: Luksusbaby har fået en webshop der matcher ambitionerne
CASE: Luksusbaby

From DanDomain to Shopify Plus: How Luksusbaby Achieved a Webshop that Matches Their Ambitions

"With Shopify Plus, we've acquired a platform that can manage our growth and ensure stability, even when we push the systems to their limits."

– Thue Stensgaard, CIO, Luksusbaby

Luksusbaby had long outgrown their old platform. Limitations in performance and flexibility hindered growth, made large campaigns a logistical challenge, and at worst, meant customers were locked out while conversions were lost. The system creaked under the pressure and could no longer keep pace with the company's growth.

In 2024, they made the leap to Shopify Plus with help from DTAILS. This move not only ensured stability but also opened new doors for growth and innovation. The transition involved six webshops and included updating vital systems, including replacing their custom PIM with a tailored version of Struct and implementing Hello Retail to optimize filtering – an area that had previously posed significant challenges.

Who is

Luksusbaby

Luksusbaby began as a small webshop in the living room of Ann-Louise and Morten, who had just become parents to twins. Today, Luksusbaby is a leading destination for children's clothing and accessories with over 380,000 items across six webshops and two physical stores. With customers throughout the Nordics and Asia, Luksusbaby has made quality and service their trademark.

luksusbaby.dk

From Complex Challenges to Record Revenue

The Background:

With six webshops, thousands of orders daily, and complex needs, there was a necessity for a platform that could:

  • Handle growth: Ensure stable operation during high traffic.
  • Optimize customer experience: Fast and accurate navigation with effective filters.
  • Easily expand with value-added features: Advanced wishlists and flexible payment options.
  • Ensure flexibility in design and layout: Give the team control over daily updates in-house.

The Solution:

In a carefully planned project, DTAILS assisted Luksusbaby with their largest digital transformation to date. The project included:

  • Migration to Shopify Plus: 6 webshops were moved from DanDomain to Shopify Plus. A robust and future-proof solution known for its stability and flexibility.
  • PIM System: Transition from custom PIM to Struct, which was tailored to Luksusbaby's needs.
  • Filtering: Integration of Hello Retail, improving search and navigation and involving a major round of design adjustments.
  • Customized Features: Development and implementation of bespoke features like #ProductReference, DTAILS Wishlist, DTAILS Saved Carts, GiftWrapper, GiftcardFulfiller, Giftcard Custom Amount and the option to offer payment with credit (child benefits).

Luksusbaby wanted a shift where the design remained largely identical to the original. The focus was therefore on refinement and optimization, so customers would experience an improvement but still feel at home on the shop.

The process was carried out in stages, using smaller stores like the Korean shop to test the system and fine-tune the solutions.

After the initial launch, speed issues arose – a situation that was resolved with lightning speed. At DTAILS, we set everything else aside and worked intensively to ensure the shop ran optimally. The strong collaboration and dedication from both sides made the difference.

"With DTAILS, we have gained a sharp partner who also prioritizes utilizing standard functionality before developing new ones. And who even goes through fire and water for us."

– Thue Stensgaard, CIO, Luksusbaby

The Ultimate Test: A Flawless Birthday

In October 2024, the new shop faced its greatest challenge yet. Luksusbaby celebrated its 10th anniversary with a birthday sale that would normally have put the old system to the test, leading to crashes, slow pages, and lost conversions.

This year was different. Shopify Plus ran at full speed even as traffic hit record levels. Campaigns were launched in one big surge, unlike previous years when traffic had to be limited by sending campaigns to smaller segments at a time, and the shop withstood the pressure. The result was not only stable operation but also record sales and an unprecedented number of orders.

A delighted customer put it best:
"I didn't realize the website had been updated – suddenly it makes sense why I wasn't kicked off and the search function works perfectly. So cool!"
– Elizabeth Laustsen

Hello Retail: A filter without limitations

Despite a serious investment and a diligent effort to create a functional filter on the old platform, Luksusbaby's customers repeatedly experienced that it didn’t work. This issue worsened as traffic increased, causing frustration for both the team and the customers.

With the integration of Hello Retail and a refinement of the front end, customers can now filter quickly and accurately. Additionally, customers can sort results by “biggest savings.” This feature is not standard in Shopify but was specifically developed for Luksusbaby.

A breadcrumb trail at the top of the page ensures customers can easily navigate back to the main category. A section with the best-selling products in the category has been added for inspiration, and below that, a row of similar categories is available, allowing customers to explore and find exactly what they need.

What is Hello Retail?

Hello Retail is a service specializing in personalized solutions for e-commerce. The goal is to enhance the customer experience by making shopping more relevant and efficient. For Luksusbaby, we focused on optimized search and filtering, enabling customers to find the products they are looking for faster.

Hello Retail also provides recommended products on the homepage and in the cart, offering Luksusbaby's customers a personalized shopping experience.

"DTAILS has been an exceptional partner, truly understanding how to harness Hello Retail's technology to the fullest. Their expertise has elevated Luksusbaby's e-commerce platform to new heights and created an amazing shopping experience for customers."

- Kasper Refskou Jensen, CEO, Hello Retail

Shopify POS completes the circle

Luksusbaby has two physical stores in Aalborg and Aarhus. As part of the transition to Shopify, both stores also implemented Shopify POS.

Shopify POS (Point of Sale) allows stores to manage their sales both online and offline through a unified solution. Shopify POS works with various hardware devices, such as card readers, barcode scanners, receipt printers, and cash registers.

Using Shopify POS in physical stores brings a range of benefits. Among the most important are keeping inventory updated across physical stores and online shops, and gift cards can be used both online and in the physical stores.

Read more about Shopify POS here.

Explore Luksusbaby's solution

When a company like Luksusbaby has spent several years developing its webshop and optimizing every conceivable area, it's only natural that there are a number of functions they wish to transfer to the new platform—and of course, preferably in an improved version. There are also specific desires for entirely new features.

Luksusbaby has received the following custom-developed features from DTAILS:

  • #ProductReference
    With #ProductReference, individual products can be linked and presented as variants on the product page. Everything happens automatically based on rules.
  • DTAILS Wishlist
    Wishlists contribute to better conversion. Luksusbaby knows this well, which is why they requested an advanced wishlist feature. You can read more about the DTAILS Wishlist solution here: DTAILS Wishlist.
  • DTAILS Saved Carts
    If a customer wants to save or share the contents of one or more carts, this can be done with a single click.
  • GiftWrapper
    Gift wrapping is great service. With DTAILS custom app, the customer can choose which items to wrap before they are shipped.
  • Giftcard Custom Amount
    With Shopify, all webshops can offer gift cards, but only at fixed amounts. Luksusbaby wanted the option for the customer to choose the amount themselves. Thanks to DTAILS custom app, they can do so from 50 DKK onwards.
  • GiftCardFulfiller
    With GiftCardFulfiller, digital gift cards are delivered immediately, even if there are other items in the order that would otherwise prevent the gift card from being sent.
  • Payment with Credit (Child Allowance)
    Being able to offer customers the option to defer payment until the Child Allowance is deposited is invaluable for Luksusbaby and is appreciated by customers. Therefore, DTAILS developed a credit solution based on PensoPay's third-party gateway, which can be used when paying with Dankort or Visa-Dankort.
  • DTAILS Care
    With thousands of orders daily, a single mistake can quickly multiply and become costly. DTAILS Care monitors suspicious payments and poor profit, sending notifications immediately so they can be corrected before they become critical.
  • Shopify Plus: Manages all six webshops
  • Shopify Payments + PensoPay: Payment solution
  • Struct: PIM system for product management
  • Hello Retail: Filtering and search
  • Peak WMS: Inventory management
  • Homerunner: Shipping and delivery
  • Business Central: Accounting and bookkeeping
  • Klaviyo: Email marketing
  • Gorgias: Customer service platform


Want to learn more about how Gorgias helped Luksusbaby optimize their customer service? We have written a case story: Customer Service Optimization: How Luksusbaby Achieved 66% Faster Response Times with Gorgias. Read the case story.

The project began as early as 2022 when Thue Stensgaard took on the role of IT Manager at Luksusbaby. Thue knew that Shopify was the best choice for a scalable and stable solution, and therefore sought a partner who shared his views on leveraging standard functionality before building new features. DTAILS joined the project in the spring of 2023. Throughout the fall and winter, progress slowed down to accommodate Luksusbaby's need to focus on their peak season. The launch was scheduled for March 2024, when things would be calmer on the business front.

The major project is complete, but the collaboration continues with DTAILS Care. With the growth that Luksusbaby is experiencing, there are plenty of exciting tasks to tackle. At DTAILS, we are delighted to contribute to the development and, most importantly, ensure that Luksusbaby gets the most out of Shopify.

"We have achieved a significantly improved conversion rate and SEO presence, and during our 10-year anniversary, we set records in both the number of orders and revenue—remarkably without any system challenges."

– Thue Stensgaard, CIO, Luksusbaby

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