From Umbraco to Shopify with zero dissonance

More Agility with Shopify

We were blown away! Never before in our history have we faced such a large number of content pages. Ortofon has produced an almost endless amount of material over many, many years and today functions like another Wikipedia. Finding and purchasing the perfect pickup for your turntable isn't 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 easy and clear, and at the same time, we have streamlined the entire setup behind the webshop itself.

Ortofon is the one to listen to. With over 1000 content pages, the company functions as a reference library, and customers have been following for decades. Therefore, caution is needed, and there was a limit to what we could do with the actual structure. Ortofon provided a fully prepared design proposal, and we built a custom-designed webshop over a standard theme.

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

• Implementation in Shopify 2.0
• Full one-way D365 (Dynamics) integration, which also handles fulfillment
• Custom-built 'Cartridge Selector'
• 'Find dealer' button directly on the product page next to the purchase button
• Stationary submenu with anchor point on the product page

Clear User Journey for Everyone

When visitors browse through the webshop, there’s often a need to find more information, and since the pages can be quite long, we’ve created stationary submenus on all product pages. This way, users can avoid having to scroll up and down – all information is right at hand, and the experience is pleasant and easy to navigate.

Customer service also benefits from a comprehensive overview. We've integrated Gorgias, which consolidates all correspondence in one window. Whether customers respond to emails or reach out via social media, each staff member has access to the full customer history and doesn't need to jump from platform to platform to find the answers being sought. At the same time, Gorgias ensures that no inquiries are overlooked. Ortofon uses Shopify Email for their marketing automations.