Christofle

type

E-Commerce

client

Christofle

date

2020-04

role

UX & UI design

Techs

Magento 2

Creating a new e-commerce experience for the celebrated Paris goldsmith

In 2020, Christofle asked BETC’s Digital Studio to overhaul its e-commerce site as part of a complete reinvention of the silver specialist’s brand image.

Design & branding

E-commerce on a par with the brand

To ensure Christofle provided customers with a purchasing experience worthy of the silversmith’s name, and with more than 3,500 items to feature, three separate projects had to be developed and rolled out simultaneously. First, designing an efficient, proprietary interface dovetailing brand attributes and digital standards. Second, showcasing each piece in the catalogue by overseeing the photo shoots and product-visual post-production. Lastly, making the site inspirational, promoting Christofle’s unmatched savoir-faire by telling the story of the brand and its collections.

User experience

5 sites, 3,500 products, 1 unique shopping experience

Each Christofle customer is different, meaning the project must prioritize personalization to give the user a tailor-made experience. This is done both through product-personalization modules and by capitalizing on the functionalities of the e-commerce platform Magento, including designing different paths for different users: a first-time visitor does not see the same content as a user who is logged in or who has already made a purchase. As the site serves five delivery zones, each version has been painstakingly crafted to take all local particularities into account: customized carrier management, interstate tax calculation in the United States, packaging meeting Japanese customs requirements. Developed in compliance with the French government’s standards for online accessibility (the Référentiel Général d’Amélioration de l’Accessibilité or RGAA) to ensure the site can be accessed by all members of the public, it gives the broadest audience possible the same outstanding, five-star service found in Christofle’s most prestigious boutiques.

Omnichanneling Christofle retail

An omnichannel project

The project’s objective is to make the site the centerpiece of an omnichannel experience. By providing a Click & Collect option, allowing customers to pick up their products in the brick-and-mortar store, and simplifying the purchase funnel to a “one-step checkout” action, thereby optimizing conversion rates, the online shopping experience complements the in-store experience.