At Webmefy, we supported SikSilk in a comprehensive transformation of its digital ecosystem, connecting technology, data, user experience, and marketing to build a more efficient, scalable, and business-oriented platform.

The project combined migration to Shopify Plus, custom development, systems integration, UX/UI redesign, CRO optimization, CRM strategy, and data analysis to improve both the shopping experience and internal operations.

Webmefy led the migration of SikSilk from a custom platform to Shopify Plus, designing a robust architecture capable of managing the complexity of an international brand.

Multiple storefronts were implemented per country, up to 18 markets, with a structure prepared to operate in different languages, currencies, and local configurations.

This architecture allowed for the centralization of key processes, inventory synchronization, management of multiple warehouses, and facilitated the launch of new markets in a matter of days.

Additionally, a centralized repository was configured to facilitate continuous deployments across all brand sites, reducing reliance on manual updates and minimizing the risk of operational errors.

During the migration, Webmefy integrated key systems and tools into the SikSilk ecosystem to improve operational efficiency and boost business growth.

Key integrations included:

• Sage X3 as ERP
• PIM for centralized product management
• Klarna and ClearPay as payment methods
• Nosto for personalized recommendations
• Gorgias for customer service
• Certainly AI Chatbot for support automation
• Yotpo for loyalty and reviews
• Klaviyo for CRM and retention
  

The PIM integration was especially important for keeping products updated in different languages and currencies, allowing new products, promotions, and offers to be launched in a coordinated manner across all markets.

SikSilk's template was highly customized to meet the specific needs of the brand and its customers.

Features aimed at improving the shopping experience were implemented, such as ETA display on the product page based on the user's IP, color variant selection, and personalized recommendation modules on PDPs.

Thanks to Nosto's integration, Webmefy's development team created recommendation blocks that facilitate the discovery of related and grouped products, helping the user navigate the catalog better and increasing conversion opportunities.

Work was also done on optimizing the site's performance and speed, following Google PageSpeed best practices to balance user experience, technical performance, and conversion.

From the data analysis, we detected that 9 out of 10 users visiting the online store did so from mobile devices. This made mobile-first optimization a strategic priority.

Webmefy developed a redesign proposal based on CRO fundamentals, behavioral analysis, and heuristic UX principles, focusing on improving product discovery, reducing friction, and facilitating navigation.

The redesign focused on optimizing key areas of the customer journey:

• category navigation
• internal search
• filters
• access to promotions
• personalized recommendations
• PDP experience
• checkout process
  

One of the main objectives was to make it easier for users to find what they were looking for more quickly. To achieve this, category navigation flows were redesigned, direct access links were incorporated, menu visualization was improved, and visual labels were used to highlight discounts, last units, best sellers, and key promotions.

After defining the mobile experience, the design was scaled to desktop to unify the brand experience across all devices.

We also worked on SikSilk's retention strategy through Klaviyo, reactivating the customer database and building campaigns and automations focused on conversion, repeat purchases, and personalization.

The strategy included email marketing campaigns, SMS, and push notifications, adapted to each market and language.

Additionally, automated flows were designed to impact the user throughout the customer journey, with personalized messages based on behavior, country of origin, and their relationship stage with the brand.

Integration with Yotpo allowed for connecting loyalty, reviews, and CRM, reinforcing the retention strategy and creating new opportunities to build more relevant customer relationships.