B2BFulfilmentConversionUser ExperienceCheckout DesignAdobe CommerceReplatforming (You gotta) fight for your site (to party) The Wonder Group exists to create the Unforgettable; unforgettable products, services, solutions and careers that create unforgettable moments for life’s most precious occasions. Rapid expansion of The Wonder Group which includes brands such as Party Delights, Amscan and Livario has driven significant revenue increases to over £300M across both wholesale and e-commerce. In an increasingly digital landscape, The Wonder Group identified the need to enhance its online presence and commerce capabilities in both B2C and B2B, adapting to meet the evolving needs and expectations of their customers. Partnering with GENE, a leading e-commerce solutions provider and Adobe Gold Partner, this case study explores the transformation of The Wonder group’s digital platforms and how collectively we set about implementing the strategy to drive double-digit growth over the next few years. Replatforming Creating unforgettable website experiences Party Delights, with its extensive range of products and stellar reputation, identified the need to enhance its online presence to cater to both individual consumers and businesses looking for party supplies. They sought to streamline the shopping experience, improve customer satisfaction, differentiate with innovative and creative features, optimise operational processes and maximise revenue potential. The primary objectives for this digital transformation were as follows: Create a user-friendly B2C platform to attract and retain individual customers. Establish a robust B2B portal to serve businesses in the event planning industry. Improve overall website performance, speed, security, and scalability specifically for mobile traffic. Enhance product discoverability, personalisation, merchandising and optimise the search experience. Integrate efficient inventory management and order fulfilment processes. Deliver innovative and creative features that drive revenue, engagement and retention. Architect the central infrastructure to scale across UK, EU, USA and APAC; a total of over 20 separate websites. Adobe Commerce Why Adobe Commerce Choosing the right ecommerce platform is crucial for international B2B and B2C retailers looking to establish a strong online presence. Adobe Commerce is a compelling choice due to its robust features, scalability, global expansion capabilities, B2B-specific functionalities, integration options, and ongoing support. By leveraging Adobe Commerce, we were able to create powerful and tailored solutions that not only provided a solid and scalable platform but allowed us to develop functionality and features that fit the business’ needs and helped differentiate them from their competitors. No compromising. User Experience Personalise your own products Who doesn’t like having their face on a balloon? Customers know Party Delights for their range of products, they also know that they can personalise them for their special occasion. We designed a cutting-edge application so that the experience of designing and creating your personalised balloons, banners cakes, you name it was seamless, enjoyable and convenient. With 80% mobile customers this needed to be “app-like” in feel, not gimmicky and provide a quick and easy flow to create, approve and order those special products. Checkout DesignConversion Check out our Checkout Fast, mobile optimised and, oh…headless Party Delights had a number of complex use-cases for their checkout including calculating helium required for any balloons in the basket and nominated day deliveries. We used our GENE Checkout framework, built on composable architecture, and optimised specifically for mobile to develop a checkout that loads fast, is simple to complete, and offers all the main mobile wallet payments options you can think of. ConversionUser Experience Helium Calculator Customers buying standard balloons will need to inflate them at home. But how do they know how much helium they should buy? How can we help them get the right amount of helium and decrease returns and unsatisfied customers? To solve this customer problem, we built a calculator that advises how much helium to buy based on the amount of balloons added to the basket. Right on the checkout flow. Fulfilment Automated smart returns Returns happen. We wanted to reduce the need for the Party Delights team to manually approve every return, so we built logic into the system to pre-approve agreed cases. This way, returns automatically trigger an email with a returns label too. A great experience for the customers and less manual tasks for the team – win! B2B B2B doesn’t have to mean boring Business people are still people. Just because its B2B doesn’t mean the customer experience should be any less than optimal. Aside from incorporating the wealth of B2B features that Adobe Commerce provides such as quick ordering, split shipments and targeted pricing we opened up to self-service portals letting their customers access invoices, order history, and company credit, as well as manage buyers and permissions. With Adobe Commerce you have an extensive feature list of B2B capabilities: Quick Order Entry Requisition Lists Request a Quote Company Accounts Multiple Buyers Per Account Payment on Accounts Customised Catalogs and Price Lists for Customers Multi-Source Inventory In summary This is only the beginning. The transformation is well underway and has already yielded significant positive outcomes. We can see through the improved user experience and streamlined checkout process a notable increase in conversion rates particularly on mobile due to the introduction of ApplePay and Google Pay. The integration of efficient inventory management processes has enhanced the overall efficiency of Party Delights’ operations. And due to Adobe Commerce’s scalable architecture we have already deployed 4 websites in as many months across geographies including B2B and B2C sites with many more to come. Party Delights’ partnership with GENE and Adobe Commerce has set the stage for future scalability and innovation, ensuring continued success in the dynamic party supplies industry.
