Driving Omnichannel Retail with Custom Product Configuration

Buying complex products like car roof racks can be overwhelming for retail shoppers. Copious worked with Yakima to reimagine their direct-to-consumer ecommerce experience to facilitate easier online sales and enrich in-store experiences. Developing a responsive experience and custom product configurator using Magento Enterprise laid the foundation for a standout omnichannel experience.

Since the mid-70s, Yakima’s innovative rack products have helped lovers of the outdoors easily pack and transport their prized gear. With many customers shopping directly with retail distributors, Yakima recognized a need to create a more modern ecommerce site that facilitated brand growth in direct-to-consumer ecommerce and retail channels.

Working together to develop a comprehensive customer journey map, the Copious and Yakima teams discovered new opportunities to design a best-in-class experience across channels. We facilitated numerous workshops across the ecommerce, brand, product, IT and customer service teams to gain a full understanding of their brand, different products, and back-office systems.

Insights from the workshops helped us develop a strategy for product bundling, enhanced detail pages, and UX improvements based on up-to-date personas. Understanding the complexity of online shopping for car racks through a full picture of the buyer journey helped us envision a more engaging experience design.

With many Yakima customers experiencing the brand through retail partners like REI or Moosejaw, we wanted to enable quick access to information for in-store customers and sales associates. Strategic catalog architecture with Magento supported easy search and filter options based on shopper activities or product needs. We also created a foundation for white-label online shopping experiences with retail partners, facilitating truly seamless experiences for customers.

The “Fit My Car” configurator dramatically simplifies the experience around finding and purchasing products by dynamically generating product bundles to match shopper needs. A custom Magento Enterprise module easily pairs customers’ vehicle with the right set of products or accessories for their make, model, or roof type. A custom integration with Yakima’s ERP solution, QAD, automatically links hundreds of individual product SKUs with thousands of unique vehicle fits.

We also created a new product type to allow the up-sell/packaging of bundles (base rack systems) with other carrier rack products like cargo boxes, bike racks, boat racks, and more.

“We’re committed to meeting the needs of our customers and business partners as mobile and digital continue to evolve. The newly responsive experience has already dramatically improved experiences for our customers, vendors, and retailers.”
Ryan Martin, CEO

After exploring several visual directions, our teams decided to test two variations with an extended set of Yakima stakeholders and external participants. The final visual direction guided a more modern site aesthetic, and future plans for product packaging and in-store displays.

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