How Rubik’s Solved Their eCommerce Puzzle with Magento

The World’s Best-Selling Toy Needed a World-Class Platform - How Rubik’s Solved Their eCommerce Puzzle with Magento
Global Expansion - Rubik's
+150% UK Revenue (First 6mo)
+500% France Revenue Increase (YoY)
-20% Bounce Rate

The world’s best-selling toy needed a world-class eCommerce platform.

Almost everyone has tried to solve the Rubik’s Cube, the most popular puzzle game in history. It looks so easy: Just twist the plastic cube until its six colored faces line up, and you’re a winner. But the cube can be rearranged in 43 quintillion different ways, making it a time-consuming, frustrating pursuit. The same could be said of Rubik’s old eCommerce solution. Not long ago, Rubik’s webstore was running on ExpressionEngine, but they found the back-end was too complicated and inflexible. Rubik’s had big ambitions to boost their direct-to-consumer business and expand into new countries. But with eCommerce, you can’t cheat by peeling off the coloured stickers. They needed a new platform.

Global Expansion - Rubik's

“We needed a scalable solution that would allow the company to expand its business overseas, with a high level of flexibility,” said Fabrice Druelle, Rubik’s eCommerce and Digital Marketing Director. The iconic brand enjoys massive organic traffic – mainly from frustrated players looking for tips on solving the puzzle. To capitalize on that traffic and turn casual visitors into repeat customers, the 44-year-old puzzle brand needed a state-of-the-art eCommerce solution. Druelle, who had experience with Magento Commerce from his days at the luggage company Antler, had the answer. They’d migrate Rubik’s onto Magento Commerce 2, on the Cloud.

Rubik’s had just a few months before the busy holiday shopping season, when toys and puzzles are in high demand, and they run global promotions with companies like McDonald’s in France. To ensure they beat their deadline, Rubik’s hired Best Response Media, not just because their logo happens to look like a Rubik’s Cube, but because the British solution partner specializes in launching brands on Magento Commerce Cloud. “It was a no brainer,” explained David Wain-Heapy of Best Response Media. “Magento Commerce is the best-in-breed platform for Cloud. And why wouldn’t you want to host your platform on Amazon Web Services (AWS)? The managed infrastructure takes away the headache so the Rubik’s team can focus on other challenges–like marketing–instead of server management.”

We deployed Magento Commerce 2 in a very short period of time and with very little resources. It’s a robust solution that has laid a strong foundation for the digital future of the business.

Fabrice Druelle
eCommerce and Digital Marketing Director, Rubik’s

The eCommerce platform of the future.

The Rubik's cube was invented in 1974 by Erno Rubik, a Hungarian architect, who was trying to create a model to explain three-dimensional geometry. After finishing his “magic cube,” Rubik was surprised that he couldn’t solve the puzzle. “It was a code I myself had invented!” he wrote. The toy made its debut at the Nuremberg Toy Fair in 1979, and was licensed to the Ideal Toy Corp in 1980. By January 2009, it had sold more than 350 million units worldwide, and had become a worldwide phenomenon. Today, the latest Rubik’s craze is speed-cubing, the sport that challenges players to solve the puzzle in record time (the record is 4.22 seconds).

Speed was of the essence for the Rubik’s implementation – thanks to Magento, they produced load-times of less than one second. They added zoom functionality on product pages, a mega menu, sticky menu, and a promo-code engine to drive marketing campaigns. They also built some tutorials with rich media content to show customers how to solve their puzzles.

Global Expansion - Rubik's

“Our first integration phase was pretty lightweight,” said Druelle. “We integrated with two warehouse stock management systems, one ESP, MailChimp, and the HighStreet.io feed management solution.” With Express Checkout and Braintree, customers now can make a purchase on a drop-down basket, without even visiting a checkout page. Best Response Media lightly customized the standard checkout with a postcode look-up field at the top, to make the address field a breeze, slashing their cart abandonment by 30 percent.

Next, they moved onto global expansion, easily spinning up new international sites and landing pages in various languages and currencies. “No other platform could make it this easy to go global,” said Wain-Heapy. “Shopify can’t handle the international component. You have to have a physical store for each country, and on the back end it’s an administrative nightmare, you have to log into each country. You need more people to manage it.” For Rubik’s small team, Magento Commerce allowed them to launch stores in France, the EU, and UK, all with one easy back end. Now the team can easily manage regional promotions from one central administration dashboard.

An enriched experience with an enticing checkout.

The whole project took four months, and was ready in plenty of time for the holidays. The Rubik’s customer experience moved from a pure catalogue-based site to an enriched experience with rich content, features, and a simple, enticing checkout. The brand saw a significant increase in Average Order Value from £12.00 ($15.30) to £17.00 ($21.67) – and their conversion rate doubled.

Global Expansion - Rubik's

“The flexibility of the Magento platform helped us to deploy three instances of our sites in three different regions very easily,” said Druelle. In fact they’re launching a US store in January of 2019. “They wanted a scalable site that was easy to manage with a low admin cost,” said Wain-Heapy. “Rubik’s got a platform that supported their growth plans.”

The flexibility of the Magento platform helped us to deploy three instances of our sites in three different regions very easily.

Fabrice Druelle
eCommerce and Digital Marketing Director, Rubik’s