Challenge
As part of their 100th anniversary, Henry’s Camera wanted to re-launched their flagship
website and add two new B2C websites and a B2B site. The multi-phase project would
see each website was re-launched on a new technology platform that provided best-of-bread
frontend merchandising and checkout technology and a robust order management system.
The new platform needed to deliver a PCI compliant environment and a high-performance
and scalable multi-channel order management system that could handle in-store integrations
and thousands of orders per day.
Each website would need to be visually engaging, deliver a fast and friendly shopping experience,
and embody the Henry's culture of expert service and support in photographic products.
The Henry's marketing team wanted to leverage the latest navigation technology,
rich imaging, user experience personalization, site search, and dynamic recommendations
that would make shopping their over 50,000 products easy.
Solution
The project started with a comprehensive scoping phase that covered all elements
of the frontend and backend ecommerce platform. Each website was re-launched on
the OrderDynamics eCommerce SaaS platform including a redesign of the popular web
properties using the latest frontend user experience design best practices. Henry’s
implemented a new site architecture to service its 3 brands including a B2B site
to streamline their business. OrderDynamics partnered with several leading companies
to deliver best-of-breed services to Henry’s including FitForCommerce, UXER Design,
Etilize, Givex, and Eosensa.
The new Henrys.ca and Henrys.com celebrates the moments their customers have shared
for over 100 years in retail, allowing them to easily browse and shop over 50,000
products. The new Schoolofimaging.ca provides point-and-click access to courses
offered exclusively at the Henry’s retail locations with the ability to see course
schedules, reviews, recommendations, register, and cross-shop on the Henrys.ca website
through a shared cart. The new Headshotsrentals.com site emphasizes the high-end
brands and photographic systems sold and rented for professional and commercial
use at Headshots Rentals in Toronto.
Results
- Effective, personalized merchandising and recommendations
- Optimized "path to purchase"
- In-Store inventory and "store favorite" and Gift Cards
- Deep, reliable ERP, POS, and back office integration
- Guided navigation, product attributes, rich imaging
- Effective cross selling and up selling
- High performance order management for seasonal spikes
Architecture
- No. of Sites: 5
- Type: B2C & B2B
- Integration: Middleware AS/400
- Creative Team: Uxer Design
- Third Party: GivEX, Paypal, Etilize