Baby Lock | IronPlane

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INDUSTRY

Retail & Consumer

COMPANY SIZE

Small Business

HEADQUARTERS

North America

PLATFORM

Adobe Commerce

Baby Lock is a subsidiary of the Tacony Corporation focused on providing top-of-the-line sewing machines and accessories. Their products are designed by real sewers with a focus on quality, resulting in easy to use, reliable products for all sewers. Their commitment to value means customers can expect to receive unmatched quality, reliability and support.

Baby Lock has over 50 machines in their current catalog and are sold at over 600 independent, authorized retail locations throughout North America. They also pride themselves on community, with their Education and Events team hosting and producing hundreds of online and in-person events a year focused on helping consumers get the most out of their sewing machines.

“Most agencies use the same cookie-cutter approach for every company, and that wasn’t working for us. IronPlane continues to take the time to do their homework before they take the test. Their extensive code review, requirements gathering, and scoping sessions show me they understand our business and our goals.”

Marketing Leader
Tacony Corporation

The Challenge

Baby Lock was looking for a way to consolidate three separate websites (sewedclasses.com, babylock.com, and retailers.babylock.com) into a unified, seamless experience on babylock.com. The goal was to create a comprehensive online platform that not only merged various functionalities, but also allowed online purchasing and shipment of Baby Lock products.

The challenge was building a website that satisfied different customer groups including B2B, DTC, and learning subscribers.

The Solution

The foundation of the solution was Adobe Commerce Cloud as an extremely flexible and robust system capable of functional requirements for each customer group.

Key components of the solution included:

Comprehensive migration from existing sites to new environment
Epicor ERP integration for bi-directional data exchange
Development of a custom promotions engine
Comprehensive site redesign

The development team focused on data migration, utilizing data patches to navigate the complexity of merging multiple sites. The project benefited from experienced developers who demonstrated maturity and resilience when faced with challenges, ensuring a smooth overall process. The project management team also played a crucial role in facilitating communication, providing quick responses, and maintaining transparency.

The new Baby Lock eCommerce site features:

Improved end-user experiences
Streamlined checkout processes
Enhanced functionalities for retailer engagement

Customizations were implemented following best practices, including ACL permissions, Redchamps Clean Admin Menu, and modules for backend organization. The use of Fastly and multi-layered caching also optimized site speed.

The Results

The new Baby Lock eCommerce site exceeded expectations in several areas, such as operational efficiencies and the ability to sell products online. The integration with the Sewed site for classes and the removal of manual processes in the retailer rewards section contributed to operational savings. The site also showcased improved sales.

In addition to all those successes, the IronPlane team also demonstrated their commitment to ongoing partnership by identifying ways to take the new Baby Lock website even further. Front-end search functionality, promotion capabilities, and retailer engagement with the rewards system were highlighted as future focus areas.