CLEOR shines with Magento 2 (Adobe Commerce)

The project described here dates from 2020. CLEOR’s current e-commerce platform was not deployed by Synolia.

From jewelry design to website redesign

The CLEOR jewelry chain operates throughout France with nearly 150 stores under the CLEOR and Noélie banners. After several years under the ownership of the investment fund 21 Centrale Partners IV, CLEOR chose in early 2020 to join forces with the Morellato family group to pursue its growth. With several jewelry and watch brands in its portfolio, the Italian group is a European challenger in the jewelry sector.

It was in 2020, in the wake of this acquisition, that the project to redesign the CLEOR website, until then built on Magento 1, was born. The group wanted to migrate the CLEOR e-commerce platform to Magento 2 (a solution that has since become Adobe Commerce), first to make the brand’s digital ecosystem more reliable, but also to serve its omnichannel sales strategy.

A redesign project with multiple goals

While redesign and migration projects are commonplace, changing e-commerce platforms is never easy, as it involves many risks. Still, we like to think of this shift as a great strategic opportunity for brands. For CLEOR, the migration served several of the company’s goals.

Making the platform more reliable

CLEOR wanted to move away from an aging technical foundation that was piling up technical debt, and to benefit from the latest technology standards of its solution. Magento 2 and its innovative features were therefore the natural choice for its migration project.

The challenge of this technical overhaul was as much about the e-commerce platform’s ability to absorb the brand’s revenue growth as about optimizing the performance of a site that had fallen behind market realities, for the benefit of the customer experience.

Redrawing the outlines of a sales strategy

While the technical side obviously mattered, for CLEOR the migration project was also an opportunity to reset the foundations of an effective business strategy and to define the platform’s sales objectives.

Synolia’s support for the move to Magento 2 therefore focused on defining the platform’s features and the levers to activate to grow the brand’s business.

User experience as a differentiator

As a retailer, CLEOR sells many products that are also available from competitors… at the same price.

The migration to Magento 2 enabled CLEOR to stand out by paying special attention to the customer experience and relationship, both before and after purchase.

Before purchase: customers were guided by the site’s inspirational content, helping them find the right product at the right price.

After purchase: customers enjoyed services that extended the e-commerce experience (orchestrated by our Zendesk customer service solution and CLEOR’s customer service team), including delivery within a few days, a loyalty program and an extended warranty period.

A fast-paced project

As if the project needed more of a challenge, the timeline required a successful launch of the e-commerce platform in just a few months. The goal was to have the new platform up and running for Black Friday and the winter sales.

By questioning the operational and business value of each development, our teams managed, within this timeframe, to deliver a platform that brought together the core features employees needed to grow the business.

This project allowed CLEOR to take its growth further by planning new store openings (2023), always with an omnichannel approach that leverages the complementarity of its sales channels (stores and e-commerce site): in-store delivery and returns, smoother merchandise flows, a consistent customer experience…