RockHer Ecommerce
2018 | Guadalajara, Mexico
Client
RockHer Fashion Clothes
Collaborators
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Creative Marketing Agency
Brief
RockHer Fashion Clothes is a fashion brand that specialises in on-demand wholesale, meaning users can mix and match print designs with the style and colour of the garment— and they usually do it in large quantities. Their business model up to 2017 was done through catalogue mail order. This project consisted in transforming this whole sales system into an e-commerce, and doing it in the smoothest way possible.
Project goals
We must automate RockHer’s current (very manual) purchase process while allowing the user to be in full control of it. This includes order, payment, and sending the order to production.
A big chunk of RockHer’s clients have never done online shopping before, so we must introduce them to it without scaring them away, paying special attention to the lack of trust in online payments (”Who’s getting my money? How do I know this is legit?”).
This should be a responsive website, since not all of RockHer’s clients have an easy access to a laptop or desktop device.
Solution
Mockups have been translated from their original Spanish.
Home page and instructions video
We aimed for something simple and straightforward, displaying just the right amount of information and avoiding putting a ton of distractions, especially if this is the first time a lot of RockHer’s clients shop online. We created a 1 minute video with friendly instructions on how to shop through our website, supported by a screen recording the whole process.
Mockups
All prints are displayed on a default short sleeve style when in the category screen (the way it appears in catalogs). Once a user clicks on the design they want— the product— they can select the style and colour of the garment and the product image will react accordingly to allow them to better visualise the product they’re getting. For this, we had to create mockups of 600+ print designs in 15 different garment styles. This process was later automated using Photoshop actions.
Size and quantity selection
This isn’t your traditional e-commerce, this is wholesale. So we merged size selection and quantity in a table that’s ready for users to fill out. When selecting garment style, said table is displayed and users can input how many items of each size they want— or they can leave the cell empty if they don’t need any. When clicking the “add to cart” button, all of the items are added at once.
Keeping catalogs up to date
As a web manager, it was my job to keep this content fresh, with new designs being uploaded and published (or unpublished) with enough time for our users to place their orders and fulfil their own clients’ purchases. This became especially relevant with holiday-themed designs (Christmas and New Years, Valentine’s, Halloween, Mother’s and Father’s day, Graduation, etc). All of this was done through mass uploads.
Real time reactive pricing
RockHer offered volume discounts in their original system. This was a feature that all of their wholesale clients took advantage of, so naturally we had to bring it on. Our cart was able to reflect those prices reacting in real time to the number of items in it, incentivising clients to add more pieces to reach that desired discount!
Checkout
Since a lot of our users weren’t familiar with online shopping yet, we decided to use a multi-step checkout, with only a few fields per screen in order to not overwhelm them, a bit of a handholding situation.
When the time came to select a payment method, we made sure to offer our clients the as many options as there were available in Mexico to remove any barriers that we could encounter if we limited them to only one or two methods. Back in 2018 these included:
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Credit or debit card via a third party (MercadoPago)
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PayPal
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Cash payment in banks (BBVA, Citibanamex, Santander)
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Cash payment in convenience stores (Oxxo, 7Eleven)
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Wire transfer
Automatic production slips
After each purchase was made, the system would automatically queue a printable production slip to send to the production floor so that the factory could start working on that specific order.
This was not an easy project, but Rosa managed to deliver it in a flawless way.
“
Rolando Morales
Founder and CEO of RockHer Fashion Clothes
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