Aston and fincher
B2C ecommerce, Ecommerce strategy / implementation, UX and UI, Web design, Web development
Serving the professional services industry for over fifty years, Aston & Fincher are trusted by experts and professionals to provide an extensive catalogue of high-quality products.
Business challenge:
Aston & Fincher serve two distinct markets: hair and beauty.
When they approached us, Aston & Fincher were operating two separate websites. Their original Magento 1 site sold both hair and beauty products; but the acquisition of ‘Your Salon Store’, a bespoke platform built to serve beauty products alone, saw Aston & Fincher forced to run two systems side by side until a solution was found.
Aston & Fincher wanted to streamline their operations and reduce the total cost of ownership by re-platforming to Magento 2, whilst seamlessly re-branding both sites to become ‘Aston & Fincher Hair and Beauty’.
Project aims:
Magento migration for hair and beauty sites:
Multi-site migration
We migrated data from two different websites running on two entirely separate platforms. Taking advantage of Magento’s Migration Toolkit, and CTI’s open-source Magento configurator, we were able to achieve successful migration of the following data components:
With a long-standing heritage in the hair and beauty industry, it was important to retain historical order information. This seamless migration of data allows Aston & Fincher to recognise their loyal clients and continue to deliver excellent customer service.
Enhanced search
We replaced the standard Magento search module with Algolia search. This powerful search function indexes products, categories and, unusually for eCommerce sites, CMS pages. As such, Aston & Fincher are able to ensure user engagement with a wider range of content and website pages. Beyond this, Algolia search caters for misspellings and synonyms, to provide suggestions and recommendations, never leaving a query unanswered.
Reaching the search results page, products can be filtered by category and type, as well as ranked in terms of relevance, name, brand and price. With a vast range of products, it is vital that the user can browse, search and find their ideal purchase as easy as possible.
Key features
The new website features a useful ‘Store Locator’ search function, powered by Google Maps.Â
Users are able to input their postcode, resulting in a map view of nearest locations, address details and street view.
This is particularly useful in line with the offer to ‘Click and Collect’, reducing cost and complexity in the delivery process.
Aimed at the B2B consumer, Aston & Fincher have been circulating a suppliers catalogue for a number of years. As a result, many customers want the ability to build a basket featuring multiple products quickly. Â
This was a priority to their customers, so we created a ‘quick order form’ feature, helping customers skip the need to search through the extensive product range & imply enter the known catalogue code (SKU) and quantity (QTY) for a quicker checkout.
In order to facilitate manageable customer service and to encourage engagement, we integrated Mailchimp as the chosen email marketing software. Aston & Fincher are now able to easily manage their targeted email campaigns. This includes automating emails such as ‘Cart Recovery’ and ‘Abandoned Basket Reminders’, to promote customer conversions.
Aston & Fincher are one of the leading suppliers of hair and beauty products in the UK with a retail footprint of over 33 stores, and two different code-based websites.
Aston & Fincher wanted to streamline their operations and reduce the total cost of ownership by re-platforming to Magento 2.
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