Parfumerie.nl - Hyvä Showcase

Parfumerie.nl’s Fragrance-Forward Success with Hyvä and ElasticSuite: 19% Conversion Boost and 20% Revenue Growth

Luxury Perfume and Cosmetics Retail Project Snapshot

• URL: parfumerie.nl and parfumerie.be
• Countries: Netherlands and Belgium
• Industry Vertical: Retail, specialising in luxury perfume and cosmetics
• Business Model: B2C, omnichannel with a flagship store in Amsterdam and two online shops
• Platform: Adobe Commerce

Hyvä Project Scope and Key Results

• 6,798 SKUs
• New website launched: 22 September 2023
• Products Used: Hyvä Theme, Hyvä Enterprise, Hyvä Checkout and ElasticSuite
• Page speed: Improved by 45%
• Conversion rate: Increased by 19%
• Revenue: Increased by 20%
• Core Web Vitals: Achieved maximum scores (LCP 98, CLS 100, INP 94, FCP 94)

Client’s Quote:

About Parfumerie.nl

Parfumerie.nl is a family-run retailer with a legacy spanning over 60 years. Operated by Marjo B.V., it has built a trusted reputation in the luxury perfumes and cosmetics industry. Founded by Joop de Groot, the business began with a flagship store in Amsterdam, specialising in luxury and high-quality brands. Today, under the leadership of Erwin and Hugo de Groot, Parfumerie.nl combines its rich heritage with a modern eCommerce presence, serving customers across the Netherlands and Belgium through its online platforms, Parfumerie.nl and Parfumerie.be.

What sets Parfumerie.nl apart is its dedication to creating a seamless shopping experience that blends tradition with innovation. With a carefully curated selection of over 6,000 SKUs, they remain committed to delivering quality, personalised service, and customer satisfaction—both in-store and online.

Award-Winning Excellence

Parfumerie.nl’s commitment to excellence has been recognised with the prestigious Retailer of the Year Webshop Award in the Perfumery category for both 2021-2022 and 2023-2024, presented by ABN AMRO. These accolades reflect their focus on providing exceptional products and experiences to their customers.

Market and Digital Strategy: Adapting to a Digital-First Landscape

Operating in the luxury perfume and cosmetics market, Parfumerie.nl serves customers who value premium, iconic brands like Dior, Armani, and Yves Saint Laurent. Their typical buyers are aged 25–55 and seek authentic, high-quality fragrances and cosmetics. These customers are often repeat buyers, drawn by the brand’s exceptional service and curated product selection.

The European perfume and cosmetics market, valued at €80 billion annually, has seen consistent double-digit growth in eCommerce over the past decade. Key trends include increasing demand for online shopping, sustainable products, and personalised customer experiences. Parfumerie.nl has strategically adapted to these trends by blending tradition with innovation

The decision to go online in the early 2000s marked a pivotal moment for the business. Recognising eCommerce as a new frontier, Parfumerie.nl became a pioneer in the online perfume industry. "Our ambition was to expand our reach beyond Amsterdam and offer customers the convenience of shopping from home while maintaining the same level of service and quality." explained Hugo de Groot.

By launching its first website, Parfumerie.nl successfully extended its unique in-store experience to an online audience. This early adoption of eCommerce enabled the business to stay ahead of industry shifts, continually investing in its platforms to meet evolving customer expectations. Most recently, the implementation of Hyvä and ElasticSuite has further elevated the online experience, delivering superior performance, scalability, and customer satisfaction.

Challenges Overcome

Before adopting Hyvä, Parfumerie.nl faced several challenges:

• Fragmented Systems: Transitioning from a legacy Magento frontend to a unified platform for improved efficiency.
• Performance Issues: Meeting modern performance expectations, including Core Web Vitals standards.
• SEO Preservation: Maintaining search rankings during the migration.
• Data Management: Efficiently handling over 6,000 SKUs while ensuring accurate product data.

Approach and Tech Stack

To meet Parfumerie.nl’s goals, the project utilised a robust tech stack, including:

• Adobe Commerce: The foundation for scalability and flexibility.
• Hyvä Theme: Our lightweight frontend framework using Tailwind CSS and Alpine.js for enhanced speed and simplified development.
• Hyvä Enterprise: Comprehensive compatibility for Adobe Commerce, supporting features like B2B, Adobe Sensei (Recommendations, Product Personalization), and Gift Wrapping.
• Hyvä Checkout: A streamlined, fast checkout experience that improves customer satisfaction and conversion rates.
• ElasticSuite: Advanced search functionality with tools to rank products by popularity and analyse search behaviour.

By adopting Hyvä Enterprise and ElasticSuite with Adobe Commerce, Parfumerie.nl successfully overcame legacy system inefficiencies, optimised site performance, and delivered a seamless, premium experience. This integration ensured consistency across their online platforms and flagship store, supporting their ambitious growth objectives.

Results Achieved

Performance Gains:

• Page Speed: Increased by 45%.
• Core Web Vitals: Maximum scores achieved (LCP 98, CLS 100, INP 94, FCP 94).

Engagement and Conversion Metrics:

• +19%: Conversion rate.
• +20%: Revenue growth.
• +15%: Increase in organic traffic.

Reflections and Advice

Hugo de Groot, Owner of Marjo B.V., shared valuable insights from Parfumerie.nl’s experience and journey with Hyvä. He provided the following tips for merchants considering Hyvä:

• Preparation is Crucial: Hugo emphasised the importance of thorough planning and team alignment for a smooth transition. While their careful preparation ensured a successful launch, he noted that dedicating more time to detailed pre-launch testing could further minimise post-launch adjustments.
• Collaboration Matters: Close communication with all stakeholders was essential to address challenges during the transition and to keep the project on track.
• Prioritise Site Speed: "A faster website not only improves user experience but also boosts SEO rankings and conversions. Tools like Hyvä can make a significant difference in achieving this."

About Hyvä and ElasticSuite’s Impact

Hyvä and ElasticSuite have revolutionised Parfumerie.nl’s eCommerce presence, delivering exceptional speed, tailored search experiences, and an intuitive user interface. This modern approach ensures the platform meets customer expectations and drives business growth.

A Legacy of Innovation: Parfumerie.nl’s Digital Transformation

Parfumerie.nl’s journey from a trusted family-run store in Amsterdam to a digital-first leader in the luxury perfume and cosmetics market highlights the impact of embracing innovation. By embracing Hyvä Theme, Hyvä Enterprise, and Hyvä Checkout, alongside Adobe Commerce and ElasticSuite, they’ve successfully created a scalable, high-performance platform. These tools deliver exceptional speed, usability, and compatibility with advanced features like Adobe Recommendations, Sensei, and Gift Wrapping.

Parfumerie.nl’s ability to adapt and evolve while maintaining their dedication to quality and customer satisfaction sets them apart. As the luxury perfume market continues to grow, they’re positioned to lead with a unique blend of tradition and forward-thinking strategies, setting the standard for excellence in modern eCommerce.