A natural evolution for the expert in natural beauty & well-being

Aroma-Zone set itself the challenge to adapt to the growing demand and increasing number of visitors through digital channels. We’ve helped it grow its footprint across Europe with a slick new e-commerce platform that beautifully blends educational content and a joyful online shopping experience.

One year after launch, online business has been growing +30% YoY. Organic traffic has increased +150% as SEO positions have improved. Average basket is also growing, even though traffic is moving more and more to mobile.

The challenge

Aroma-Zone is a leading French brand offering natural, eco-friendly beauty products and DIY essentials, empowering anyone to create their own skincare and wellness routines. They needed a future-fit e-commerce platform that appeals to all types of buyers – from the do-it-yourself afficionados to those who value ethically-made home and beauty products. The brand’s current e-commerce platform was no longer performing optimally or keeping up with the demands of digitally savvy users. The time came for a complete overhaul of Aroma-Zone’s online offering, while staying true to the innovative, generous and transparent soul of the brand. Aroma-Zone wanted its loyal fans to be able to order anything in just a few clicks, with seamless inventory support and fast deliveries.

“Our ambition? Develop a scalable e-commerce platform that delights Aroma-Zone’s community of clients.”

Delphine Stey

Head of e-commerce | Aroma-Zone

Our approach

Working closely with Eurazeo, Aroma-Zone’s shareholder company, we’ve joined as technology experts to drive their digital transformation. Together with Aroma-Zone management team and its technology partners ecosystem, we have worked in short iterations to make sure the platform would ultimately meet the community needs regardless of the many challenges inherent to such large replatforming project.

Our solution

One of the best ways to lay the foundations for future expansion is through the flexibility of technology stacks. This MACH approach means building an open-source headless e-commerce platform which can continually expand the brand’s digital presence.

We recommended the best-in-breed commercetools as a commerce platform, along with the API-led content management system Contentful. This enables Aroma-Zone to easily create and scale personalised user experience across various territories, cultures and languages. The open-source front-end Vue Storefront (now named Alokai) was used to bring the new brand experience to life.

The Attraqt platform was implemented to create a more personalised experience for web visitors thanks to search, merchandising and recommendation solutions powered by AI. The unified payment solution Adyen gives shoppers a wide range of options to pay, plus provides insights into the entire shopper journey. Finally, the unified customer platform Klaviyo brings all customer data and channels together in one place.

Impact

Working as part of a large client and consultancy team, we created the ideal digital solution for Aroma-Zone to continue building their community. The new platform has everything in place to easily scale to new territories, with functionality that can accommodate various languages, a vast product catalogue and content library. The new site has an intuitive user experience and is fully responsive and mobile-friendly. We continue to improve the site with our test-and-learn approach, adjusting where necessary to improve the overall user experience.

More than a year after launch, NPS has increased for both new and loyal clients by +20%, a strong validation that the new online experience, with its streamlined flow and ability to shop for personalized recipes, is meeting the needs of Aroma-Zone’s community.

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