Ortofon: Fra Umbraco til Shopify og nul disharmonier
CASE: Ortofon

From Umbraco to Shopify with zero dissonance

"We had a finished design and some very specific requirements for what our site needed to accomplish. D.TAILS quickly understood our needs and skillfully found a base template that matched our requirements. Our new site reflects our brand 100%, offers an amazing user journey, and is much more accessible to manage. Features and processes have been centralized, and automations save us a lot of time."

– Maj Winther Træde, Digital Marketeer, Ortoton A/S

More Agility with Shopify

We were blown away! Never before in our history have we faced such a vast number of content pages. Ortofon has produced an almost endless amount of material over many, many years and today functions much like another Wikipedia. Finding and purchasing the perfect pickup for a turntable is not necessarily an easy task. The old system, which was inflexible and costly, made it even more cumbersome. With Shopify, we have made Ortofon's user journey simple and transparent, while also streamlining the entire setup behind the webshop itself.

Who is

Ortofon

Ortofon is a Danish company that manufactures audio accessories. The company is renowned for producing turntable cartridges and has been a market leader in this field for over 100 years. Their product range is exceptionally comprehensive and of top quality. Cartridges are shipped from Nakskov to the entire world.

Visit Ortofon.com

Custom design on standard foundation

Ortofon is the brand people listen to. With over 1000 content pages, the company acts as a reference source, and customers have followed them for decades. Therefore, it was crucial to proceed with caution, and there was a limit to what we could do with the structure itself. Ortofon provided a completely finished design proposal, and we then built a custom-designed webshop based on a standard theme.

The new shop features a full integration with Dynamics. This means that a product is automatically created in Shopify – and vice versa: When an order is placed in Shopify, it is automatically transferred to the accounting system. From there, it progresses to Pick, Pack & Ship, where packing lists are generated, and the order is marked when dispatched. Additionally, there is a standard integration with UPS, which prints shipping labels. Ortofon received, among other things:

  • Implementation in Shopify 2.0
  • Full 1-way D365 (Dynamics) integration, also handling fulfillment
  • Custom built 'Cartridge Selector'
  • 'Find dealer' button directly on the product page next to the buy button
  • Stationary submenu with anchor point on the product page
Happy customers, who can help themselves

We have custom-built a ‘Cartridge Selector’ that makes it easy for customers to find the exact cartridge that fits their specific turntable. This ensures a great user journey, where the customer feels acknowledged and inspired — and it eases the workload for customer service.

Cartridges are truly a niche product, and many want to see and experience them in physical stores before making a purchase. With ‘Find Dealer’ on each product page, we cater to this need.

Clear User Journey for Everyone

When a visitor navigates through the webshop, they often need to find more information. Since the pages are quite long, we've created stationary submenus on all product pages. This way, users won't have to scroll up and down – all the information is right at their fingertips, making the experience smooth and intuitive.

Customer service also benefits from a comprehensive overview. We've integrated Gorgias, which consolidates all correspondence into one window. Whether customers respond to emails or reach out via social media, each employee has a complete view of the customer's history and doesn't need to switch between platforms to find the answers being sought. At the same time, Gorgias ensures no inquiries are overlooked. Ortofon uses Shopify Email for their marketing automations.

“D.TAILS delivers a very valuable 360-degree solution. With them on board, we ensure that we have a strategy for achieving our goals. They make sure our site is always optimized, point out new initiatives, and help us assess what makes sense for us. They have been incredibly skilled in showing us the opportunities available with Shopify. All in all, some fantastic communicators and sparring partners with a great understanding of business!”

– Maj Winther Træde, Digital Marketeer, Ortoton A/S

We continue to play together

With a D.TAILS Care agreement, Ortofon has chosen to continue the collaboration beyond the initial project phase. This means we'll work together to ensure everything runs optimally, conversions are fully realized, and the internal e-commerce team has the support they need.

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