Alain Afflelou.
EXPERTISE.
Audit and consulting, international deployment, Adobe Commerce (Magento) migration, maintenance, and improvements.
TECHNLOGY.
Adobe Commerce (Magento)
FIELD.
Industry
the client.
Afflelou is a French company specializing in the sale of eyeglasses, sunglasses, and contact lenses. It was founded in 1972 by Alain Afflelou, with its headquarters located in Mérignac, France. Today, the company operates in more than 15 countries across Europe and Latin America, with over 1,400 stores. Afflelou stores offer glasses from well-known brands as well as products from its own Afflelou brand. The company also has a stake in the hearing aid market. Afflelou is one of the leading players in the eyewear market in France.
Audit and Corrections.
Our team was tasked with conducting an audit and improving the design of the store on Magento 2.
The project resumed over a six-month period, now dubbed the “firefighter phase.” During this phase, we faced a massive accumulation of technical debt, unfinished features, and a non-standardized Magento codebase, built on an outdated version. We proceeded to refactor the existing B2B to fix security vulnerabilities. We also strengthened the protection of sensitive data and enhanced the site’s performance.
The Technology Stack.
ATI4 then inherited a significant backlog, with essential improvements on hold for over a year: return simplification, bulk orders, order tracking enhancement, etc. Some of these features were integrated alongside the update to Magento 2.4.7-p1. To ensure system reliability, we implemented non-regression tests covering the majority of the functionalities.
Once the update was completed, we deployed Hyvä and completely redid the site’s integration. Hyvä was chosen mainly for its modern tech stack: Alpine and Tailwind, modern frameworks mastered by our developers. To improve the B2B store functionalities, we set up integrations with tools such as the scheduler, Just-in-Time inventory, and the data mart, as well as BI reporting tools to facilitate data management. We also established a stabilization phase lasting several months using a Continuous Integration and Continuous Deployment (CI/CD) methodology to ensure the quality of the site and accelerate releases across different environments.
Today, the project is better prepared to meet the challenges of internationalization. Additionally, a system import overhaul is in progress, as it requires improvements to become more efficient and meet the company’s growing needs. These next steps are essential for ensuring the platform’s scalability and continued efficiency.
Conclusive Results.
On the cart page, 16.4% of users opt for quick checkout, and among them, 98.2% confirm their order. These improvements have resulted in a 51.27% increase in the group’s conversion rate and an 18% decrease in the exit rate. As for the mini cart (sidebar), 9.15% of users choose quick checkout, with a 92.8% order confirmation rate.
A 21% decrease in the bounce rate was observed on the homepage, which has been significantly optimized for loading speed. Product pages, which are particularly complex due to the specific business logic of optics, have also benefited from this optimization, further enhanced by efficient caching.
The developer experience has greatly improved, deployment times have been reduced, and sales are facilitated. These improvements lead to cost savings while providing a comfortable and optimized user experience.
The CIO’s Remarks.
“They managed to reduce the technical debt in 6 months. We now deliver very regularly, with production deployments that take a maximum of one or two hours, and with no issues. During the roadshows that the Executive Committee conducted with franchisees in about ten cities across France, there was consistently positive feedback from franchisees, who said the platform was very operational. I am very pleased.”
– Ludovic TASSY, CIO Alain Afflelou.
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