Home & Garden
Lladró achieves global expansion by delivering elegant shopping experiences to global customers
Global expansion from rural family business to luxury brand
Founded by three brothers from a small village in eastern Spain, Lladró has become one of the world’s most famous porcelain companies, specializing in hand-crafted figurines. From sculpture to lighting, home accessories and jewelry, the Lladro brand has achieved global expansion over its six decade history and become synonymous with a contemporary, stylish and exclusive lifestyle. They distribute their products through a large network of retail partners and through their own Lladró retail stores, as well as through their website.
Upgrading to a scalable and flexible e-commerce platform
By 2018, Lladro wanted to extend their global expansion to digital. Their existing e-commerce platform, a tailor-made solution, wasn’t scalable or flexible enough to grow with them. As a luxury brand, they needed a robust platform that would help them deliver exceptional online and mobile shopping experiences to discerning customers all over the world.
Lladró turned to Magento Commerce to support its global expansion. They also wanted a flexible solution that they could extend and customize to meet the specific needs of their business.
One of their main goals was to increase conversion by providing better merchandizing and checkout experiences on both desktop and mobile devices. They also wanted to make it easier for customers to find their products by optimizing their website for search engine results. Internally, they hoped to make their teams more efficient by simplifying their content and catalog management processes and streamlining their fulfillment workflows.
Lladró partnered with local ecommerce agency Onestic to implement Magento Commerce and went live in 6-months. Onestic used their proprietary middleware product, SmartiE, to transfer content from the legacy e-commerce system and integrate Magento Commerce with Lladró’s enterprise resource planning (ERP), customer relationship management (CRM), and warehouse management systems. They also integrated several extensions, including the Adyen payments, Fastly content delivery network (CDN), Mageplaza social login, Mirasvit product feeds, Oct8ane Straker translation service, WebshopApps MatrixRate custom shipping rate service, and WeltPixel Google tag manager, as well as several Amasty plug-ins — for labels, custom forms, multiple warehouses, payment restrictions, promotions, and out-of-stock notifications.
Driving revenue through better shopping experiences
The new Lladró website offers many new features, including enhanced gallery and product pages and a better checkout flow, that have significantly improved the customer experience. As a result, online revenue increased 72% and online conversion increased 44% in the first nine months after the new site launched. The mobile shopping experience has also improved: mobile revenue rose by 18% and mobile conversion rose by 28%.
Online revenue is up 36% in Lladró’s home market of Spain and 30% in their second biggest market, the United States. They’re seeing even faster growth in other international markets: 62% in the UK, 136% in Australia, 155% in Italy, and 346% in Canada.
The integrations with the ERP and warehouse systems has both improved the customer experience and reduced the amount of manual work required to fulfill orders. Customers are offered various shipping methods based on their location and the warehouse of origin. The system is configured so that a product ships from the closest warehouse that has a product in stock, thereby improving delivery speed and lowering costs.
The Lladró marketing team is spending significantly less time managing the website and the product catalog. They no longer need help from IT to edit content, create new landing pages, or customize the homepage or other sections of the e-commerce site. And much of the routine work involved in updating the product catalog has been automated. With tactical details taking less of their time, team members can now focus more of their energy on running the business and optimizing their customer experiences to specific countries and audience segments.