TV to checkout with Magento 2

High Street TV is one of the UK’s largest Omnichannel retailers; operating four 24 hour shopping channels across SKY and Freesat, you will find their product range available to buy online, in-store and over the phone. Magento 1 reaches end-of-life in June 2020, so HSTV were keen to explore the comprehensive set of new features, performance improvements and security enhancements provided by the Magento 2 platform.

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High Street TV’s extensive product range is stocked in over 5,000 retail outlets, including, but not limited to, Argos, John Lewis, Selfridges and all major supermarkets nationwide.

Business challenge

Magento 1 reaches end-of-life in June 2020, so HSTV were keen to explore the comprehensive set of new features, performance improvements and security enhancements provided by the Magento 2 platform.

Following an in-depth discovery and scoping session we set high-level goals were defined for the project:

Migrate existing commerce data from Magento 1 to Magento 2.
Simplify inventory management.
Improve consumer engagement through user-generated content.
Improve the accuracy of the on-site search.
Increase website conversion across all devices to 10%.
Provide an elastic infrastructure that can scale in-line with seasonal demand.

Since the website launch, we’ve gone on to win ‘Best B2C Project’ at The Big Chip awards.

commerce strategy that gets results.

Designing for mobile-first:

Owning multiple online shopping channels, High Street TV’s direct to site conversion was generally higher than that of the industry average. An Examination into the companies analytical data revealed that the majority of users began their purchasing journey on a mobile or tablet device; and proceeded to view and purchase a single product.

As a result of the data gathered, we built a responsive design with a ‘mobile-first’ approach, designed to support and assist the ‘second screen’ experience.

Data migration:

Following a migration workshop, we decided that customer information and accounts would be ported over to the new system using the Magento Data Migration Toolkit.

As the existing Magento 1 website would be trading during the development of the new website a two-phased approach was implemented for data migration which consisted of:

Phase 1: Major Import: A ‘Major Import’ was conducted against the High Street TV’s existing database in order to migrate all existing customer and account records into the new platform.

Phase 2: Delta Import: Subsequent smaller ‘Delta Imports’ were conducted to import only the records that had been changed following the initial import.

cohesive marketing strategy:

Considering HSTV’s operational team, we implemented a series of features to streamline and automate order management, fulfilment, and the customer experience.

Inventory management:

After reviewing the client’s existing product data structures we removed configurable product options as they do not support the ability to control inventory in Magento. This was preventing High Street TV from managing stock statuses for variants of popular products such as the NutriBullet which comes in multiple colours and models.

We converted High Street TV’s entire product catalogue over to use configurable products which in-turn created a separate product record for each configuration thus simplifying stock management.

Order management system integration:

As an Omnichannel retailer, High Street TV require a holistic view of orders throughout the entire estate so that they could effectively manage their supply chain.

With an existing Order Management System in place, we interfaced into the existing business system by developing an order export interface which pushes website orders across to the warehouse in real-time.

Reevoo customer reviews

To build credibility and reinforce the quality of High Street Tv’s product portfolio, Magento’s standard review engine was replaced with Reevoo which connects consumers with honest and direct feedback from validated consumers.

Enterprise-level search

With a product portfolio that consists of several thousand SKUs, finding the right product, first time is no easy feat. That’s why replaced Magento 2 Community Edition’s standard search with an Enterprise level search technology.

Using the power and flexibility provided by ElasticSearch the website provides search auto-completion along with advanced features such as weighting, ranking and mis-spelling corrections.

Magento 1 reaches end-of-life in June 2020, so HSTV were keen to explore the comprehensive set of new features, performance improvements and security enhancements provided by the Magento 2 platform.