Intimate Apparel Manufacturer Mey Relaunches Its D2C Experience with Hyvä and Adobe Commerce
Project Snapshot
- URL: mey.com
- Countries: Germany, Netherlands, Belgium, Luxembourg, Ireland
- Industry Vertical: Fashion, Apparel, Lingerie
- Business Model: Alongside its B2C commerce platform, Mey products are available in more than 3,000 retail locations, including 30 flagship stores, as well as on popular online marketplaces such as AboutYou and Zalando.
- Platform: Adobe Commerce
Hyvä project scope and key results
- New website launch with Hyvä: March 2024
- Hyvä products used: Theme, Checkout, Enterprise, UI
- Speed index of the Product Detail Page improved by up to +40%
- Bounce rate on mobile devices reduced by 12.5%
- Customer retention rate increased up to 27%
- SEO ranking & visibility of Mey brand increased by 15
valantic managed to achieve a smooth start to our new, digital flagship store. In addition to the professional expertise of each individual, excellent and exemplary teamwork also contributed to this. They advised us to try new technologies like Hyvä and it worked wonders, both for our page speed and time to market. This project is therefore a very nice proof that when the right people work together towards a common goal, the result is just perfect.”
Mey's Story: A Century of Intimate Apparel in Europe
Merchant story: a century-old manufacturing of intimate apparel in Europe
Mey is one of the leading brands for high-quality women's and men's underwear, lingerie, nightwear and loungewear in Europe. All products are designed, produced and marketed with creativity, passion and a sense of detail. In addition to modern design, the German family business, which was founded in 1928, attaches great importance to high quality.
Sustainability and responsible consumption correspond to today's zeitgeist, they are much more than a short-term trend and are currently experiencing a new appreciation.
Another trend that Mey picked up on is loungewear, which saw a boost during COVID lockdown in all parts of the world. Going one step further, and combining it all with comfort and sustainability, Mey launched a whole “Soulwear” collection, which combines sporty and comfortable fits with an elegant look.
Today, Mey keeps it with Europe and still manufactures a large part of their products in their own factories in Germany, Portugal and Hungary.
Mey’s challenge: reflecting their premium positioning while maximising conversion
At the beginning of the collaboration with netz98 (now valantic), Mey wanted the premium standards of its own products to be reflected in the individual facets of the shop’s implementation. The agency developed a B2C e-commerce platform for Mey. The Adobe Commerce platform solves the problem of online presence and sales process optimisation by offering a modern shopping experience with improved user navigation and an optimised customer journey.
One of the challenges of Mey was to have a powerful B2C e-commerce platform due to marketing campaigns. As one example, they planned a huge brand campaign on prime-time German TV. In addition to that, the premium brand positioning of Mey products had to translate through the online purchase experience including products merchandising. Indeed, in the apparel sector, the visual impact is achieved with large look-book images and dynamic features such as sliders, banners, fly off etc...
How Hyvä and Adobe Commerce helped boost website performance without compromising on the brand identity
To solve those challenges, valantic recommended using the flexible, high-performance Hyvä frontend combined with Adobe Commerce to be able to handle traffic peaks while keeping high-resolution visuals and animation.
As a result, Google Lighthouse score increased by +40% after the relaunch, we improved UX design, and mey.com was able to offer a more efficient and user-friendly shopping experience that stands out from the competition.
The key specific Commerce features we use with Adobe are around CMS hierarchy, content staging and gift card accounts and Hyvä Enterprise was the perfect product to support those seamlessly.
We are now prepared for future high-reach and high-impact marketing campaigns as we will ensure a successful brand experience with faster loading times and greater page stability.
To enhance conversion rates, we conducted a comprehensive Conversion Rate Optimisation (CRO) analysis supported by multivariate testing, yielding some surprisingly effective improvements.
In addition, we implemented a store finder that helps to boost Mey’s offline business and omnichannel strategy.
The follow-up step into boosting online conversion: Hyvä Checkout
Using the modern Hyvä theme based on Adobe Commerce enables high-resolution, professional product display as well as a more efficient and user-friendly shopping experience. The project took 6 months, and we decided to shift the checkout as well in order to complete a fully quick customer journey.
Here are the reasons why we chose Hyvä Checkout:
- It offers a long list of compatible payment providers, especially for the European market.
- Not only does it improve the performance of the checkout page, but it also helps meet AA standards with regard to Accessibility.
- Hyvä offers both a one-page and a two-step checkout as well as the option to provide different checkouts for mobile and desktop devices.
Mey was thrilled and quickly gave its go-ahead to implement the Hyvä Checkout. For the client, especially the integration of the payment provider Adyen, was a crucial factor because the connection already existed.
Within just three months, Hyvä Checkout was all configured and live on mey.com
Mey’s results of the Hyvä implementation
We can’t be proud enough to have gone live with the first ever B2C store that features all products of the Hyvä suite: Hyvä Theme, Hyvä Checkout and Hyvä Enterprise. As a result, this is what our eCommerce site achieved:
- Optimisation of the customer journey
- Faster loading times and greater page stability
- Adobe Commerce we ensure top-notch performance, security, and continuity by leveraging advanced CI/CD integration and multiple-quality gates
- The implementation of the Hyvä checkout significantly improved the performance.
- The Checkout page’s loading time was reduced from 8.8 seconds to under 3, which raised the Mobile Lighthouse Score to 90 points.
About valantic
valantic creates software and digital process solutions that enable customers to achieve strategic advantages over their competitors. We master the central challenges of digitalisation with a uniquely flexible organisational structure and operational excellence. Our aim is to break through established patterns of thought. To this end, we combine technological competence with industry know-how.
Hyvä offers a wealth of benefits that go far beyond just improving performance. Hyvä sets new standards with its solution. This is achieved by combining state-of-the-art technology, user-friendly design, a strong focus on accessibility and – in the case of the checkout: support from many European payment providers. For commerce platforms like that of our client Mey, this means a significant improvement in the customer experience and conversion rate. ”
