Affordable Art Fair (AAF) commissioned a B2C product marketplace, as an online extension of their popular international Art Fairs. A custom solution was needed, as a previous version built with Magento provided limited flexibility and functionality.
The previous Magento architecture was difficult to adapt, almost impossible to scale, and slow site speed hurt the UX.
Most customers are not pro art collectors, thus requiring a streamlined product discovery journey to explore 50K+ artworks.
A high volume of multi-product, multi-seller transactions were further complicated by discount, currency and shipping options.
AAF's marketing team wanted tools that could help them drive the right users to the platform and provide a great customer experience.
The shipping model, payment flow, currencies and language options had to support AAF’s worldwide buyer and seller base.
The customer journey had to enhance the existing synergy between online browsing and offline art fair attendance.
Sellers can use default shipping costs returned by the UPS API, with an optional markup, or they can use local shipping providers’ rates. This helps sellers to cater for different buyer locations and offer extra value such as bespoke packaging.
Buyers receive estimates of shipping costs on the product page, which minimises cart abandonment.
Products are grouped based on seller location, packaging type or shipping fee type to reduce overall cost.
We tracked specific user events, such as which product categories were viewed or which artists were added to wish lists, by building a data pipeline with Snowplow (collect & model data), Amazon Kinesis (capture & analyse streaming data) and Google Merchant Center.
Insights: AAF used the data to create more targeted Google, Facebook and Pinterest ads (based on different buyer personas such as Art Lover or Art Investor). This increased engagement 2 – 3 times.
Our detailed discovery process resulted in a marketplace platform with better seller retention, a wider variety of products, and a 65% increase in sales per customer.
Advanced features improved the operational team’s productivity dramatically. For example, while a new profile page for an artist used to take more than thirty minutes to create, it could now be done in less than three minutes.
65%+ customer spend increase
50,000 product SKUs successfully migrated
50%+ turnover increase (YoY)
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