Dicentra.ua is a floral atelier that has been on the market for over 10 years and receives 30 000 buds from all over the world daily.
Task:
Design an online store whose modern style would catch the user’s eye. Create an opportunity for easy business scaling to enable the implementation of ambitious ideas and plans.
The new website style communicates the atmosphere of loft-like space and classy strictness, which is totally in line with the ambience of the showroom in Kiev.
We worked on the image components in an integrated manner – from branding the company cars to the cards that go with the flowers. Many elements and images were transferred from online to offline in order to stress the brand integrity.
.jpg "Technology")
As the season of active sales was nearing, the optimal and fastest possible development option had to be found.
We decided on MODX as one of the most convenient and flexible CMSs on the market. It allowed fast implementation of the owners’ most unconventional ideas.
A significant segment of the online store target audience is represented by foreigners, for whom prices in EUR, USD, RUR (rather than UAH) are more comprehensible.
We reflected this business specifics in the interface, considering the slightest nuances –– even the phone mask field implies selection of the country.
In the new website version, when entering the request “buy red roses Kiev” the user can go from the search results page right to the relevant product list page with all the filters available. There the user can select other flowers or roses of a different color, make his/her choice and complete the purchase.
.jpg "Customer-oriented delivery")
Within the logic of the new checkout operation we introduced the option of the order price change depending on the additional parameters. For example:
- delivery at nighttime, from 22.00 till 8:00;
- delivery by courier at a specific time, with an accuracy to the minute;
- delivery outside Kiev.
Such a menu allows placing an unlimited number of sub-items and links. We decided on this interface solution with the prospect of the store growth, assortment expansion, wholesale sales and embodiment of other ideas.
On the homepage cross-selling is implemented through promotional bundles: a bouquet and a present that goes with it.
We introduced different options of cross-selling and upselling tools in the product card, from chocolate sweets and cakes to the similar and already viewed products.
An opportunity to buy a present or a card along with the flowers when placing the order was also added.
